A proposal for a state-of-the-art billboard in Leicester Square which would be the first of its kind in Europe is to be rejected because it “damages the character of the area”. But local businesses want to see the screen installed above Burger King, claiming it will turn Leicester Square into a “world-class 24-hour destination”.
The application, which has yet to be decided by Westminster City Council, is for a 9m high by 18m wide glazed LED screen at 17 Leicester Square. The application is for advertisement consent to replace the outer layer of glass on the top floor of the building with a transparent LED screen.
But Westminster City said the proposal was “grossly inappropriate and excessive” and wants councilors to reject it when they meet on Tuesday (October 29). A report by the local authority claimed the installation would “dominate” Leicester Square and be a distraction from local architecture and green spaces. It also said it would draw more people into an already congested area and make them a target for street criminals.
The council also raised concerns about the impact of 24/7 lighting on the future residents of 1 Bear Street, which is currently under construction. The report read: “Given the scale and likely brightness of the screen and that the screen would contain moving images, or would alternate between static images, it would illuminate the rooms of adjacent buildings with lights of varying colors and intensities.
“This would occur throughout the day and night and would of course be particularly visible and disruptive to the enjoyment of neighboring rooms in the evenings and at night.” However, the plan has the support of 12 local businesses and residents.
The Heart of London Business Alliance, which represents over 500 businesses in the Leicester Square and Piccadilly Circus area, said the project would make Leicester Square a “world-class 24-hour destination”. They wrote: “The proposed screen would not only enhance the visual appeal of the area but should also provide a platform to showcase local culture, support community initiatives and drive economic growth.”
Others, including one resident, said the applicant, Soho Estates, allows local businesses and charities to advertise on the board free of charge. One supporter, who did not share his name, wrote: “This is a fantastic initiative that can help local businesses that otherwise wouldn’t be able to get the same exposure. Our business has benefited from this and we’ve seen growth in our customer base since the advert has been live.”
The company said the use of transparent LED glass in the UK has been largely limited to temporary installations, making this application one of the first where it can be used permanently.
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