'Excessive' Leicester Square advertisements denied

Plans for "excessive" advertising near Leicester Square have been refused after they were described as being better suited to Disneyland Paris.

Banner Holdings Limited hoped to install five LED screens across several floors of the building at 39 Charing Cross Road to display static advertising images, according to the Local Democracy Reporting Service.

Objector Michael Riley said that the bright LED lights would be overstimulating for people with visual processing difficulties.

"Leicester Square shouldn't become a no-go zone for people like me and there's thousands of us – people like us – who cannot stand the overstimulation," he told Westminster City Council Planning Sub-Committee.

Ward Councillor for St James's, Louise Hyams, supported the plans and said that the LED strips were in the centre of London's entertainment district.

"I firmly believe the area around Leicester Square is the perfect location for it," she said.

Chair of the sub-committee, Patrick Lilley, said that the LED screens "would be more fitting for Disneyland Paris".

The advertising was described as being on an "excessive scale" by a council case officer, who recommended the application's refusal.

James Dawe, who represented the client, said in the planning application that the signs "were in keeping with the character and appearance of the building and surrounding area".

The sub-committee disagreed and refused the plans.

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