Core Refusal Reason
The proposed digital advertising display is considered visually obtrusive, unsympathetic to the residential zoning, and a potential traffic hazard due to motorist distraction at a busy road interchange.
Decision Maker's Conclusion
- The size, location, and design of the digital display are unsympathetic to the Objective 'A' zoning and the character of the existing terrace and surrounding environment.
- The display's prominence at a busy interchange (Dundrum Road, Taney Road, and Churchtown Road Upper) could distract motorists, thereby endangering public safety by creating a traffic hazard.
- The development would be visually obtrusive in the streetscape, would seriously injure the visual amenities of the area, and would set an undesirable precedent for similar future developments.
Cited Policies (CDP)
Section 12.6.8.2 Signage
Decision Document Summary
The proposal sought to replace an existing wall-mounted lightbox with a 6.45m digital advertising display at 1 Roseville Terrace, Dundrum. The site occupies a prominent position at a major road junction. The planning authority refused the application on the grounds that the digital signage is incompatible with the residential zoning, visually intrusive to the streetscape, and poses a significant risk to road safety by distracting drivers at a complex interchange, thus failing to comply with Sect...SOURCE PDFOpen Original
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