3695/24
PROTECTED STRUCTURE: For development on this site at Nos. 3-4 Usher's Quay, Dublin 8 (D08 VOF9 and D08 N9YV) (Protected Structures RPS Ref. Nos. 8199 and 8200). The development will consist of the replacement of a 6.6m x 7.7m conventional advertising poster (including a 150mm wide frame and 1.25m apron) (i.e. 50.82 sq m) with overhead lights having an overall height of 10.95m off the ground, by the erection of a 5m x 7m digital advertising display unit (including a 100mm wide frame) (i.e. 35 sq m) without overhead lights, and with an overall height of 11.5m off the ground, on the side (east) elevation of No. 3 Usher's Quay (D08 VOF9) (i.e. the 'host wall' to Lower Bridge Street, Dublin 8, on the corner with Usher's Quay, Dublin 8). If granted, in accordance with Section 1.0 of Appendix 17 (i.e. the Outdoor Advertising Strategy 'bartering' system) of the Dublin City Development Plan 2022-2028, the permission would be on the basis of removing and decommissioning the 2 No. 48-sheet advertising displays on the gable wall of No. 145 Parnell Street, Dublin 1, D01 W634 (a Protected Structure RPS No. 6433) (18.58 sq m each), together with 1 No. advertising display at No. 1A Fairview Strand, Fairview, Dublin 3, D03 HF95 (13.01 sq m).
Core Planning Reasoning
The proposed large-scale digital advertising display, by reason of its prominent location on a protected structure, its dominant proportions, and its position within a sensitive conservation area, would cause serious injury to the special architectural character and appearance of the historic building and its setting, proving inconsistent with Dublin City Development Plan policies BHA2, BHA9, and CCUV45.
Decision Maker's Conclusion
- The installation of a 35 sqm digital display box on the blank east gable of No. 3 Usher's Quay is incompatible with the building's status as a Protected Structure and its location within the River Liffey Conservation Area.
- The proposed planning gain through the 'bartering system' (decommissioning off-site signage) and a 31% reduction in display size does not sufficiently mitigate the negative visual impact and conservation loss at this strategic city quays location.
- The development fails to align with the core objectives of the Dublin City Development Plan regarding the protection of historic character and the management of outdoor media in high-amenity urban corridors.
Cited Policies (CDP)
Decision Document Summary
The proposal involves replacing an existing 50.82 sqm traditional billboard with a 35 sqm digital display unit on the gable wall of a twentieth-century 3-storey protected structure at the junction of Usher's Quay and Bridge Street Lower. While the applicant proposed the removal of three other advertising signs across the city as 'planning gain' and argued that the digital unit is a significant scale reduction, the Inspector found the 'light box' nature and physical projection (500mm deep) of the...PDF Document Missing
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