Download 247-249 Cromwell Road, Earls Court, Design and Access Statement

247-249 Cromwell Road, Earls Court, Design and Access Statement
Introduction
This proposal is for the installation of one projection sign related to the use of the site as a bank.
Previous Application (ref: CA/12/00593)
Advertisement Consent has already been granted for a sign with dimensions 725mm x 203mm,
3m in height from the ground at the premises. However, it is proposed that the sign should be
located at a higher point than is currently approved to avoid confusion over the location of the
entrance to Metro Bank (the applicant) and the entrance at property to Malaysia Airlines who
own the building and occupy the upper floors of the premises.
Proposal
As Advertisement Conset has already been granted for a sign of this nature, it is considered that
this proposal is acceptable in principle. The new projection sign will be installed on the Cromwell
Road elevation of the property, and will be the same dimensions as the previously approved
sign. It will be 725mm high, 203mm wide and will project 880mm from the wall. However instead
of being 3000mm from the ground, it will be slightly higher at 4006mm.
There is already an existing projection sign on the Earls Court Road elevation of the building.
This existing sign on the Earls Court Road elevation is of a similar design to that proposed, but
is located at a slightly different height. As the signs are on different elevations and due to the
scale and form of the host building, they are not simultaneously visible from street level. Each
will be seen in the context of the street scene in which it is located and both are appropriate.
The new projection sign will be constructed from the same materials as previously approved:
blue acrylic with integral red and white signage and will be internally illuminated. The proposed
sign will match the existing sign large fascia sign in the centre of the building in terms of its
design and materials.
Design
The design of the proposed signage uses an area intended for signage in the original building
design and is of a similar nature to that already permitted. It should be noted that 247-249
Cromwell Road is a significant, modern, local landmark building, with existing, distinctive,
internally illuminated signage. The proposed signage will not be above the height of the existing,
main fascia sign on the shop frontage and this is considered to be acceptable.
Metro Bank opens seven days a week and into the evening. As such, it is considered that
illuminated signage will be required to attract customers after sunset. The panels and signage
have been designed in red, white and blue to reflect the corporate colours of the applicant’s
operation. The site is not located in a Conservation Area. As such, internally illuminated
signage is considered to be appropriate.
It is considered that due to the size of the Unit and its location, the signage proposed is
necessary to successfully advertise the business.
Access
247-249 Cromwell Road
Design and Access Statement
Page 1
The signage will be located above so as it will not cause any obstruction or danger to
pedestrians. This location also ensures that the sign is easily accessible for maintenance and
cleaning.
247-249 Cromwell Road
Design and Access Statement
Page 2