"A digital advertising display cannot be added to a Shropshire petrol station because it would "introduce a modern, visually assertive feature" into a "sensitive historic setting." Independent forecourt operator Motor Fuel Group (MFG) wants to modernise advertising equipment at the site on Lower Bar, Newport. The 2.5m-high illuminated display would be capable of displaying six advertising campaigns at a time, changing every 10 seconds."
"But planners at Telford and Wrekin Council decided the proposed signage would appear "visually jarring, especially in low light, and detract from the historic character and appearance of the town's conservation area". The agent for MFG said there were more than 75,000 of the displays in the UK, the petrol station already had various commercial signs, and there was business-related signage and advertisements in the area."
A digital advertising display was refused for installation at a petrol station on Lower Bar, Newport because planners judged it would introduce a modern, visually assertive feature into a sensitive historic setting. The proposed 2.5m-high illuminated unit would display six advertising campaigns, rotating every 10 seconds. Telford and Wrekin Council concluded the signage would be visually jarring, especially in low light, and would detract from the conservation area's character and appearance. The site sits close to several Grade II listed buildings, including The Swan pub. Council policy generally avoids internally illuminated signs in conservation areas unless necessary for safety or security.
Read at www.bbc.com
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