WEB1751/24

RETENTION: For the temporary and intermittent use of an internal curved LED screen at ground floor level and part of the first and second floor façade for the intermittent and temporary display of advertising, along with non-commercial artistic/cultural installations (on a ‘one for one’ basis).

Refused

Core Refusal Reason

The development was refused primarily due to its excessive scale, design, and prominent location within a designated Conservation Area, which would lead to an unacceptable proliferation of signs and set an undesirable precedent that injures the visual amenities and character of the area.

Decision Maker's Conclusion

  • The 40 sqm high-level banner is disproportionate in scale to the building façade and incongruously screens the architecture of Grantham House at a prominent urban corner.
  • The cumulative visual impact of the ground floor LED screen and the upper banner represents an unacceptable proliferation of advertising at a single location within a sensitive Conservation Area.
  • Granting permission would set a negative precedent for inappropriately scaled advertising that depreciates visual amenity and is inconsistent with the setting of adjoining protected structures.

Cited Policies (CDP)

Dublin City Development Plan 2022-2028Zoning Objective Z4 (Key Urban Villages)Chapter 14, Section 14.7.4 (Land-use Zoning)Chapter 11, Policy Objective BHA9 (Conservation Areas)Chapter 7, Policy CCUV45 (Advertising Structures)Appendix 17 (Advertising & Signage Strategy)

Decision Document Summary

This report assesses a first-party appeal by Lucid Media against Dublin City Council's refusal to retain a curved internal LED screen at ground floor and a large advertising banner (approx. 40 sqm) on the first and second-floor facades of Grantham House, Dublin 8. The site is a prominent corner building at the junction of Camden Street and Grantham Street, located within a designated Conservation Area and adjacent to protected structures. The appellant argued that the signage provides 'vitality'...
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