The site in question at Leicester Square [ldrs]

A PROPOSAL for an innovative 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”.

Soho Estates’ application, is yet to be decided by Westminster City Council, is for a 9-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.

Businesses want to see the screen installed above Burger King, claiming it will make Leicester Square a |24-hour world class destination”.

But council officers said the proposal was “vastly inappropriate and excessive” and wants councillors to reject it when they meet on Tuesday. A report said: “Given the scale and likely brightness of the screen and that the screen would include moving images, or would cycle between static images, it would illuminate the rooms of adjacent buildings with light of varying colours and intensities. This would occur throughout the day and night and of course would be particularly visible and disruptive to the enjoyment of neighbouring rooms during the evenings and at night.”

Supporting the scheme, The Heart of London Business Alliance, which represents more than 500 businesses in the Leicester Square and Piccadilly Circus area, said: “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.”

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 added 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.