Integrated advertisement into a communication Hub unit and comprises an LCD portrait screen that will be used to show static illuminated content featuring two digital LCD display screens.
PAVEMENT OUTSIDE 270-274 UPPER RICHMOND ROAD WEST, EAST SHEEN
The decision has been made on the application.Reference: PA26/0786London Borough of Richmond upon Thames
Last published check: 3 Oct 2026, 00:36. Check the council record for more recent changes.
Application location
PAVEMENT OUTSIDE 270-274 UPPER RICHMOND ROAD WEST, EAST SHEEN
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Application summary
Status
The decision has been made on the application.
Application type
Application to Display Adverts
Received
6 Mar 2026
Validated
12 Jun 2026
Determination deadline
7 Aug 2026
Local authority
London Borough of Richmond upon Thames
Application overview
Integrated advertisement into a communication Hub unit and comprises an LCD portrait screen that will be used to show static illuminated content featuring two digital LCD display screens.
Proposal details
Reference
PA26/0786
Alternative references
PP-14759436_C
Ward
East Sheen Ward [EST]
Agent
Stephens
UPRN
MAN000000000828676
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For the avoidance of doubt the Drawing(s) No(s) and Document(s) to which this decision refers are as follows:- Application Letter - Prepared by JCDecaux - Dated 6 March 2026 Appendix A - Hub Unit specification, Pages 1-17 - Prepared by JCDecaux - Submitted 6 March 2026 Appendix B - Community Channel, Pages 1-10 - Prepared by JCDecaux - Submitted 6 March 2026 Appendix D - Zoll AED 3 Product Specifications - Prepared by Community Heartbeat - Submitted 6 March 2026 Appendix F - Pavement Reinstatement, Pages 1-4 - Prepared by JCDecaux - Submitted 6 March 2026 Appendix G - Communication Hub Unit Management Plan Reference V5 - Prepared by JCDecaux - Submitted 06 March 2026 Appendix H - A/489467/05 Rev B - Hub 1 Plan - Prepared by the applicant - Submitted 06 March 2026 A03021 - Site D - Site Plan and Images (Location Plan, Site Plan, photographs, rendered images, existing examples), pages 1-7 - Prepared by JCDecaux - Submitted 12 June 2026 Fuze head location - Prepared by JCDecaux - Submitted 12 June 2026
In accordance with paragraphs 38-42 of the National Planning Policy Framework, Richmond upon Thames Borough Council takes a positive and proactive approach to the delivery of sustainable development, by: * Providing a formal pre-application service * Providing written policies and guidance, all of which is available to view on the Council's website * Where appropriate, negotiating amendments to secure a positive decision * Determining applications in a timely manner. In this instance: * The applicants did not seek formal pre-application advice, and the scheme was found to be contrary to policy and guidance, and subsequently refused. The Council is ready to enter into discussions, through the Council's formal pre-application service, to advise the applicants of relevant policy and guidance; and where possible assist in the preparation of a new planning permission. More information on the pre-application service and relevant fees can be found online at www.richmond.gov.uk/pre-application_for_developers.
The proposed illuminated digital advertisement, by reason of its siting, scale, illumination and prominent location within an already cluttered section of the public realm, would result in unacceptable harm to the visual amenity of the locality, adding to the cumulative effect of existing street furniture and advertising displays and detracting from the character and appearance of East Sheen Town Centre. Furthermore, by reason of its location on a busy town-centre footway in close proximity to a bus stop and established pedestrian desire lines, the proposal would impede pedestrian movement and be detrimental to public safety. The proposal is therefore contrary to the amenity and public safety objectives of the Town and Country Planning (Control of Advertisements) (England) Regulations 2007, and the NPPF, Policies PBS8, 1, 17, 28, 44, 47 and 51 of the Richmond Local Plan (2025), Policies D3, D8, T2 and T4 of the London Plan (2021), the East Sheen Village Planning Guidance SPD and the objectives of the Urban Design Study and as supported by Healthy Streets for London.
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