Council to reject ‘vastly inappropriate and excessive’ LED ad board in Leicester Square

By Adrian Zorzut, Local Democracy Reporter

A proposal for a state-of-the-art advertisement board in Leicester Square that would be the first of its kind in Europe is set to be refused because it “harms the character of the area”. 

But businesses in the area want to see the screen installed above Burger King, claiming it will make Leicester Square a “24-hour world class destination”.

The application, which is yet to be decided by Westminster council, is for a nine-metre high and 18-metre wide glazed LED screen at 17 Leicester Square. 

The application is for advertisement consent to replace the outer layer of glazing at the upper levels of the building with a transparent LED screen.

But the local authority said the proposal was “vastly inappropriate and excessive” and wants councillors to reject it when they meet next Tuesday.

A report by the local authority claimed the installation would “dominate” Leicester Square and be a distraction from architecture and green space. It also said it would draw more people into an already congested area and make them a target for street criminals.

The council also expressed concern about the impact of 24/7 lighting on the future residents of 1 Bear Street, which is currently under construction. 

However, the plan does have the backing of 12 local businesses and residents.

The Heart of London Business Alliance, which represents over 500 businesses in the Leicester Square and Piccadilly Circus area, said the project would make Leicester Square a “24-hour world-class destination”. 

They wrote: “The proposed screen would not only enhance the area’s visual appeal but should also provide a platform for showcasing local culture, supporting community initiatives, and driving economic growth.”

Others, including one resident, said the applicant, Soho Estates, is allowing local businesses and charities to advertise on the board free of charge. 

The unlisted five-storey building has a curved façade and is located on the corner of Leicester Square, Cranbourn Street and Bear Street. Matt Architecture, representing Soho Estates, said the glazing has no visible wiring or circuits and would not impact daylight and views from inside the building.

The firm said the use of transparent LED glazing in the UK has largely been limited to temporary installations, making this application one of the first where it could be used permanently.

Pictured top: Soho Estates wants to install an advertising screen on a building in Leicester Square. Pictured is a CGI of the ad screen (Picture: Soho Estates/Matt Architecture/ WCC)