"The development plan for the area comprises the London Plan and the London Borough of Hounslow Unitary Development Plan. Both Policy 3B.1 of the former and policy IMP 4.1 of the latter seek to promote sustainable economic development, and the site falls within Proposal Site E10, the Great West Road Key Employment Location, whereby it is suitable for flexible Class B1 uses and for the development of large freestanding, high quality office buildings. Hence the Council granted planning permission for the erection of 18,518m² (gross) office floor-space on this site in the form of a thirteen storey building some 55m high in 2002. Permission was granted because it was a very attractive, well-proportioned building in a location that is suitable for a prominent landmark building, and the development would be likely to have a very positive effect on achieving regeneration and economic development in Brentford and along the Great West Road, as well as making a contribution to the competitive position of London. I find that these sentiments still apply, in that the principle of a landmark development on this site that achieves regeneration and economic benefits is acceptable."
"The advertisements would be of a clean, modern design using the latest technology, and would reflect the design of the panels in which they would be contained. However, the height of the development, its position on one of the main routes in and out of London, the bright, garishly coloured panels, and what I consider to be a discordant and the visually unresolved relationship of the panels to one another, set on and about the building, combine to produce a structure that lacks sophistication and sensitivity. As such the development would bear no relationship to the surrounding urban context. It would be a dominant, alien and incongruous feature."
"At ground level the proposal would monopolise the roundabout through its siting and its size. Notwithstanding the unprepossessing nature of the B&Q store, the car showroom, and the petrol filling station, this would be a much larger, more visible structure, which would be seen from the residential properties in the Wellesley Road and Thorney Hedge Conservation Areas. It would also appear as a dominant and discordant feature from the cemetery. The net result would be a diminution in the character and appearance of those areas."
"Altogether, I find the development and the advertisement panels would have a significant and unacceptable impact on views along the M4 in both directions, and at ground level in the vicinity of the roundabout, contrary to the provisions of the development plan."
"I note that there is no longer an issue between the parties on light trespass. And with sky glow, I note that the changes proposed by the appellant in removing the lighting from the top edges of the panels, by placing visors on the LEDs at the sides, and tilting the LED nodes downwards could bring the installation within the requisite guidelines. Even so, with regard to sensitivity of the area, I consider the introduction of these illuminated panels through their clarity and high quality images would increase the perception of light pollution in the vicinity, especially by nearby residents, thus augmenting the effect of the scheme in amenity terms."
"I conclude, therefore, that the proposed building and advertisements would have an adverse effect on the character and appearance and amenity of the surrounding area, and as such run counter to the relevant policies of the development plan."
"... The design, incorporating freestanding advertising panels and LEDs, is both unusual and distinctive making the development a potential landmark building in this part of London. Subject to further discussion, the Mayor would like to see this building approved."
"... this would be a much larger, more visible structure which would be seen from the residential properties in the Wellesley Road and Thorney Hedge Conservation Areas."
"Even so, with regard to sensitivity of the area, I consider the introduction of these illuminated panels, through their clarity and high quality images, would increase the perception of light pollution in the vicinity, especially by nearby residents, thus augmenting the effect of the scheme in amenity terms."