4310/23
The proposed development consists of the replacement of the existing illuminated advertising sign (3.00m high by 6.00m wide by 600mm deep) and first and second floor level at 51 Donnybrook Road, Dublin 4, with a LED digital display sign (3.00m high by 4.50m wide by 150mm deep) which will carry a series of alternating static advertisement (6 per minute). If granted, the permission would be on the basis of decommissioning in line with the outdoor advertising policy of Dublin City Council, two outdoor signs located at 1B Mountjoy Street, Dublin 7, D07 V126
Core Refusal Reason
While Dublin City Council initially refused permission based on visual intrusion and undesirable precedent, the Inspector recommended granting permission on the basis that the proposal represents a high-quality replacement of an existing larger sign within a commercial urban village streetscape, adhering to the specific design and decommissioning criteria of the Development Plan.
Decision Maker's Conclusion
- The principle of a digital display is acceptable given the site's location on a radial route within a commercial urban village setting where the streetscape has a robust character.
- The proposed LED sign is 25% smaller in surface area than the existing billboard and complies with Appendix 17 requirements regarding static images, fade transitions, and maximum luminance.
- The development would not adversely impact traffic safety or visual amenity and includes the decommissioning of redundant signage at 1B Mountjoy Street in accordance with council policy.
Cited Policies (CDP)
Decision Document Summary
The proposal involves replacing an existing illuminated billboard (18 sqm) at 51 Donnybrook Road with a smaller LED digital display sign (13.5 sqm) featuring alternating static advertisements. The subject site is a three-storey commercial building located in Donnybrook village on a main radial route into Dublin city. Dublin City Council originally refused the application, citing that it would be visually intrusive and set an undesirable precedent. However, the Inspector's assessment found that t...PDF Document Missing
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