By John Baron
Plans for a double-sided digital free advertisement display off a busy Horsforth road would result in ‘unwanted clutter’, council planners have said.
Applicant Bauer Media wanted to erect the display unit on land outside 75B New Road Side – but Leeds City Council has this week refused the application.
Bauer argued the unit had been carefully designed to reflect the character of the area and fit in with the local streetscape.
Two letters of objection said the proposal was out of keeping with the existing shopfronts and street furniture and that the lighting would distract drivers.
Horsforth Town Council raised concerns about the cumulative impact from the proposal and light pollution for local residents. Their objection added: “New Road Side is a busy route with a higher than average density of pedestrians and the proposal will be an additional distraction to drivers presenting a road safety risk.”
A council planning officer’s report refusing the application concluded: “It is considered that the signage is in an inappropriate location due to the close proximity to the bus stop, extant permission for outdoor seating to the neighbouring commercial unit at No 75B, which is likely to be implemented, and similar digital advertisement units.
“This will result in an over proliferation of this type of signage to the commercial parade which will result in unwanted clutter, which will be detrimental to the visual amenity of the streetscene and highway and pedestrian safety.”
The full planning application can be read here.
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