Plans for a ‘Piccadilly Circus-style’ big screen on Old Market Square have been rejected over fears that it will draw attention to an ‘unsightly’ office block.
The six metre by four metre screen was proposed to be placed in front of Pearl Assurance House, above Costa Coffee, on Wheeler Gate and would display digital adverts to passers-by in Old Market Square.
It was rejected by the city council, but the developers appealed and a Government inspector has now reviewed the decision.
They decided the council’s decision should stand.
Inspectors said the screen would draw too much attention to the ‘unsightly’ building that was built in 1960, and could even be a danger to pedestrians by causing a distraction.
Phillip Allard, planning director at developers Wildstone said: “We are extremely disappointed that the inspector didn’t approve the plans.
“The real benefit would have been to Nottingham, with art content from local artists and colleges to display a mix of non-commercial and commercial displays.”
Pearl Assurance House draws attention to itself, albeit not in a positive way.
In his report inspector Chris Hoult said: “Pearl Assurance House draws attention to itself, albeit not in a positive way.”
The inspector also said that the screen would also disturb nearby residents who live in apartments around Old Market Square.
He said: “Occupiers would have clear but oblique views of the proposed screen across Wheeler Gate and facing views of those columns which would be located on that part of the podium fronting this street.”
The inspector also noted how popular the area is at night for passing people who have had a drink – writing in his report that he was concerned the billboard would distract them from safely crossing roads.
He said: “The crossings appear to be heavily used by pedestrians and I am also mindful that, at night, a number of them will be under the influence of alcohol.”
“The introduction of a major installation whose purpose is to draw people’s attention… will increase the risk to the safety of road users simply by being a source of distraction.”
Mr Allard added the screen would have included 12 small colour panel screens and a larger central screen would have brought advertising opportunities to Nottingham, similar to that of other major cities across the UK.
He added: “There was certainly a demand for digital advertising in the city – it’s a centre with a lot of heritage potential.
“We are looking at our options, but it will be difficult to come in with a revised proposal, and it’s looking less likely for Nottingham.”
A city council spokesman said: “We are pleased the planning inspector supported the decision of the planning committee.”
