Pitch 1696, Wardour Street, London, W1D 6BY

Planning appeal 6010357 at Pitch 1696, Wardour Street, London, W1D 6BY (City of Westminster Council) was dismissed on 12 October 2026, by written representations. The main issue, as the Inspector framed it: The effect of the advertisement on visual amenity, with particular reference to the desirability of preserving or enhancing the character or appearance of the Chinatown Conservation Area and the setting of other designated heritage assets including the nearby Leicester Square Conservation Area.

a small format digital sign (D6) set onto the north-facing end wall of the kiosk at Pitch 1696

Authority: City of Westminster Council
Appeal type: advert · Commercial advertisement
Procedure: Written
Development: advertisement
Postcode: W1D 6BY

Main issues, as the Inspector framed them

The effect of the advertisement on visual amenity, with particular reference to the desirability of preserving or enhancing the character or appearance of the Chinatown Conservation Area and the setting of other designated heritage assets including the nearby Leicester Square Conservation Area

What decided it

The digital sign would fail to preserve the character and appearance of the Chinatown Conservation Area, causing harm that would not be outweighed by any public benefit or neutral effects on other heritage assets.

The neutral or minimal effect on the Leicester Square Conservation Area and nearby listed buildings would not outweigh the harm to the Chinatown Conservation Area caused by the sign

What the Inspector cited

Development plan policies: Policy 42Policy 44Policy 48G
National Planning Policy Framework: Policy HE6

How the Inspector dealt with each one is set out in the app, in order: the development plan, national policy, housing land supply, other considerations and the planning balance, beside the letter.

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The decision letter

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The main issues, what decided it, the planning balance and the policies and judgments listed as cited are read from the published letter by Town Planner Pro and are our summary, not the Inspector’s words; the letter itself is the record. Contains public sector information licensed under the Open Government Licence v3.0. Research, not advice.