3567/23

PERMISSION: Proposed development consists of the replacement of the existing lightbox advertising sign (3m high by 2.00m wide by 600mm deep) at first floor level at 51 Grafton St, Dublin 2, with an LED digital display sign (3m high by 2.00m wide by 150mm deep) which will carry a series of alternating static advertisements (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, outdoor signage located at 65 Harold's Cross Road, Harold's Cross, Dublin, D6W W447 and 57 Kilbarrack Road, Kilbarrack Lower, Dublin 5, DO5 V8P9.

Refused

Core Refusal Reason

The proposed digital sign would negatively impact the visual amenity and character of the Grafton Street Architectural Conservation Area (ACA) and the Scheme of Special Planning Control, failing to comply with Policy BHA7 and setting an undesirable precedent for similar development.

Decision Maker's Conclusion

  • The alternating LED digital display represents a material departure from the predominantly Victorian character of Grafton Street and would fail to contribute positively to the character and distinctiveness of the ACA.
  • The proposal is inconsistent with the Scheme of Special Planning Control and Policy BHA7, which state that internally illuminated digital signs will not generally be permitted on facades within this sensitive area.
  • Granting permission would set an undesirable precedent for approximately 22 other external signs along Grafton Street to be upgraded to digital displays, potentially injuring the visual amenity of the area further.

Cited Policies (CDP)

Policy BHA7 (Architectural Conservation Areas)Policy CCUV45 (Advertising Structures)Section 11.5.2 (Architectural Conservation Areas)Section 7.5.9 (Outdoor Advertising Strategy)Appendix 17 (Advertising and Signage Strategy)Z5 City Centre Zoning ObjectiveScheme of Special Planning Control (ASPC) for Grafton Street and Environs 2019

Decision Document Summary

The proposal involves replacing an existing first-floor static lightbox at 51 Grafton Street with a modern LED digital display sign (3m x 2m) that would cycle through static advertisements every 10 seconds. To justify the application, the developer offered to decommission two existing signs at 65 Harold's Cross Road and 57 Kilbarrack Road. The Inspector acknowledged that while the physical volume of the sign would decrease, the 'alternating' digital nature would create a significantly greater vi...
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