5462/22
PROTECTED STRUCTURE: The proposed development will consist of: the removal of all existing advertising signage and associated equipment facing Parnell Street on the front of the Ambassador Theatre's entrance portico; and replacement with the erection of 3 No. wall-mounted static digital display advertising signs mounted on the portico's attic storey and front entrance walls (1 No. on the portico's attic storey; and 2 No. on the portico's front entrance walls); and all associated works. The proposed static digital display advertising sign mounted on the portico's attic storey will be located within the central cavity of the attic storey (where exists a non-original 'AMBASSADOR' sign) and will be 0.75 m in height and 4.5 m in width. As an alternative option to the removal of the existing 'AMBASSADOR' sign, should the Planning Authority prefer its retention, the static digital display advertising sign mounted on the attic storey would instead be mounted over the existing 'AMBASSADOR' sign (as) is suggested as a possible alternative option on page 188 of the Architectural Heritage Protection: Guidelines for Planning Authorities (2011)). The 2 No. proposed static digital display advertising signs on the portico's front entrance walls will be 1.41 m in height and 0.67 m in width. The total area of existing advertising signage to be removed is 31.93 sq m and the total area of proposed replacement signage to be erected is 5.27 sq m. The proposed development seeks to meet the objective of Dublin City Council to establish an acceptable protocol for the display of event information relating to the use of the building as an exhibition hall and event centre, as outlined on page 14 of Dublin City Council's Scheme of Special Planning Control: O'Connell Street & Environs (2022).
Core Refusal Reason
The proposed digital signage would have an adverse and injurious visual impact on the dignity, architectural character, and setting of the Ambassador Theatre (a Nationally Significant Protected Structure) and fails to protect or enhance the character of the O'Connell Street Architectural Conservation Area (ACA).
Decision Maker's Conclusion
- The digital nature of the proposed signage is considered incongruous with the 18th-century architectural character and dignity of the protected structure.
- The proposal fails to comply with the O'Connell Street Scheme of Special Planning Control, which generally prohibits internally illuminated or digital signs on building facades.
- Granting permission would set an undesirable precedent for similar digital advertising on sensitive historic buildings within a 'Zone 1' area of high advertising control.
Cited Policies (CDP)
Decision Document Summary
The proposal involves the removal of existing large-scale banner and box signage at the Ambassador Theatre (a Protected Structure in Dublin 1) and its replacement with three wall-mounted static digital display signs. The applicant argued that the new signs would represent an 83% reduction in the total area of signage. However, the Inspector concluded that the digital nature of the signs would be more conspicuous over greater distances, causing an undue negative impact on the visual amenity of th...PDF Document Missing
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