BENEFICIAL BUILDING, 28 PARADISE ST, BIRMINGHAM, B1 2BJ

a back illuminated poster panel display for the display of static poster images measuring 7 metres wide x 10 metres high designed into the façade of south elevation of the building

Authority: Birmingham City Council
Appeal type: commercial · Commercial Appeal Service (CAS)
Procedure: Written Representations
Development: advertisement · Other minor developments
Inspector: Reed D

Main issues, as the Inspector framed them

The effect of the proposal on the visual amenity of the area, including the impact on the setting of nearby listed buildings

What decided it

The proposal would cause significant harm to the visual amenity of the area by appearing jarring and discordant in the street scene despite its reduced size, conflicting with the relevant design quality policies and NPPF guidance on poorly sited advertisements.

Framework references: 136

Plan policies cited: Policy PG3, Policy DM2

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