Proposed 'Digipanel' Advertising Display Planning Application Report - Dublin City ...
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Proposed ‘Digipanel’ Advertising Display Planning Application Report Planning application for the installation of double sided ‘Digipanel’ digital advertising display including all associated site works and services. The proposed structure has an overall height of 2.882m, a depth of 0.255m and a width of 1.438m. On the public footpath in front of 1 Hanover Quay, Dublin 2 September 2020 On behalf of:
Proposed Digital ‘Digipanel’ Advertising Display
Contents
1.0 Introduction ............................................................................................................................. 1
1.1 Planning Application ................................................................................................................. 1
1.2 Context .................................................................................................................................... 1
1.3 JCDecaux.................................................................................................................................. 2
2.0 The Subject site and Surrounds ................................................................................................ 4
2.1 The Subject Site ....................................................................................................................... 4
2.2 The Surrounds .......................................................................................................................... 5
3.0 Relevant Planning History and Relevant Decisions..................................................................... 7
4.0 Proposed Development ............................................................................................................ 9
5.0 Planning Assessment .............................................................................................................. 13
5.1 Zoning.................................................................................................................................... 13
5.2 North Lotts and Grand Canal Dock Planning Scheme 2014 ...................................................... 15
5.2 Outdoor Advertising Strategy ................................................................................................. 16
5.3 Appendix 19: Outdoor Advertising Strategy ............................................................................ 16
5.3.1 Compliance with DCC Guidelines ......................................................................................... 17
5.4 Professional Lighting Guide 05 (PLG 05): Brightness of Illuminated Advertisements ................. 20
5.5 Culture and Heritage .............................................................................................................. 21
6.0 Conclusion ............................................................................................................................. 22
1
1.0 Introduction
1.1Planning Application
Future Analytics Consulting Ltd. has prepared this Planning Report on behalf of JCDecaux Ireland Ltd.,
6 Sandyford Park, Burton Hall Road Leopardstown, Dublin 18, in relation to an application for planning
permission for the following proposal;
The installation of double sided ‘Digipanel’ digital advertising display including all associated
site works and services. The proposed structure has an overall height of 2.882m, a depth of
0.255m and a width of 1.438m located on the public footpath in front of 1 Hanover Quay,
Dublin 2. The precise location of the unit is marked by a red x on the pavement.
The proposed digital advertising display will provide a high-quality design which will seamlessly blend
into the overall area. The ‘Digipanel’ advertising display is now a well-established part of Dublin’s
street furniture and an integral element of the city’s public realm strategy.
This Planning Report provides an overview of the location’s physical context and sets out in detail the
relevant planning policy context and planning history of the site together with a reasoned justification
in support of the proposal. A detailed description of the proposed works for which permission is
sought is provided in Section 3.0 of this submission.
1.2 Context
In 2005, Dublin City Council embarked upon a major public realm enhancement programme and
formed part of a coherent and legible strategy for the entire city area which served to transform the
public realm and provide a range of vital public amenities which has been a significant benefit to both
residents and visitors to Dublin City including a wayfinding scheme, a civic information network and
the highly successful dublinbikes initiative.
In September 2005, an invitation was issued to bid for a contract with Dublin City Council for the
purposes of providing outdoor advertising facilities on lands and/buildings owned by the City Council.
This invitation indicated the project should allow for the opportunity to identify possible new forms
of advertising in new locations and might involve the provision of certain types of street furniture and
other services designed to enhance the public realm. The Council’s vision for the capital city was to
develop a modern, efficient and well-designed network of outdoor advertising located within the
public realm. In addition to enhancing the city environs and contributing to the creation of a strong
and coherent urban identity in the city, the revenue generated by this contract facilitated the provision
of a wide range of desirable public amenities and services.
In November 2006, JCDecaux were awarded the contract by Dublin City Council for the provision of
outdoor advertising and public realm enhancement amenities. A key component of the overall
programme of works included the provision of 100 advertising display units referred to as
‘Metroformats’. ‘Metropanels’ are scrolling, backlit 6 sheet units that were specifically designed for
Dublin City using a silhouette of the Dublin skyline. In total, 28 ‘Metropanels’ were approved and
constructed across Dublin’s city centre either through the public planning application route or through
Dublin City Council Part 8 applications. In November and December 2017 Permission was granted to
upgrade and replace 22 of these established ‘Metropanels’ across the city with JCDecaux’s new digital
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Proposed Digital ‘Digipanel’ Advertising Display
‘Metropanels’. 7 further Permissions were granted throughout the city centre for both installation and
replacement digital Metropanels in 2019. The 22 existing locations were upgraded during January
2019 and now can be viewed in situ around the city centre.
The digital ‘Metropanels’, are the next generation of advertising displays. They allow for continued
investment in and bolstering of public amenities and services such as the dublinbikes scheme. This
current planning application seeks to extend and support this continued process of renewal and
investment in Dublin’s public realm.
1.3 JCDecaux
JCDecaux are world leaders in the outdoor advertising, public amenity and street furniture market.
Through its partnership with Dublin City Council on ‘Legible Dublin’ and Just Eat dublinbikes, the
connection between improved environment, amenities and advertising revenue has transformed the
status quo, and had a positive impact on the capital, despite many misgivings at the planning stage.
JCDecaux was founded in 1964 with the concept of funding public services via advertising revenue and
today is the world’s leading out of home advertising company, specialising in advertising on street
furniture, billboards, retail formats, transport formats and in Airports. JCDecaux has an established
presence in Ireland and is continually seeking to introduce its international experience and range of
services at selected locations.
Figure 1.1: Digipanel Advertising Display on North Earl Street
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Proposed Digital ‘Digipanel’ Advertising Display
In 2004, JCDecaux was awarded the first Luas advertising contract, which has since been renewed. In
2006 JCDecaux were appointed by Dublin City Council to provide amenities for the city, including the
highly acclaimed Just Eat dublinbikes, in return for advertising displays. In 2011 Northern Ireland
Transport Holdings Company (NITHC) appointed JCDecaux to manage advertising across their rail
portfolio. JCDecaux also operates a number of shopping centre advertising display contracts all over
Ireland. In December 2016, the NTA (National Transport Authority) signed the first national bus shelter
advertising contract with JCDecaux.
Outdoor advertising has undergone significant changes and development in recent years. Strides
made in the quality of presentation and technology have completely changed established concepts
and perceptions of what this advertising is and can be.
JCDecaux product range
In Ireland, JCDecaux manage a diverse product range including:
• Large Format Advertising Displays (96 sheets, 48 sheets, 240 sheets, Europanels & Platinum Squares);
• Metro Format Advertising Displays (Metropoles & Metropanels);
• Digital Advertising Displays (Metropoles & Metropanels);
• Bridge Displays (in Northern Ireland);
• Luas Advertising (Tram external/internal wraps and platform advertising);
• Retail 6 Sheets;
• Automated Public Conveniences (APCs);
• Dublin City Bike Share Rental Scheme (Just Eat dublinbikes);
• Wayfinding Signage; and
• National Bus Shelters.
Figure 1.2: Wayfinding implemented on North Earl Street as part of Legible Dublin and Just Eat dublinbikes station on
Clarendon Row.
JCDecaux are committed to undertaking the necessary steps to deliver upgrades to their nationwide
portfolio and seek to actively engage with Local Authorities in a collaborative manner to deliver street
furniture that will enhance the cityscape.
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Proposed Digital ‘Digipanel’ Advertising Display
2.0 The Subject site and Surrounds
2.1 The Subject Site
The subject site to which this planning application relates is located on the public footpath in front of
1 Hanover Quay (outside former HQ restaurant and Hanover Dock apartment block entrance), Dublin
2. The site has an area of approximately 0.4m2. The location of the site is identified in Figure 2.1 below.
Site location
Figure 2.1: Aerial view with the subject site highlighted in red (source: Google Maps)
This subject site is located at the Western end of Hanover Quay. This street leads onto the
pedestrianised Grand Canal Dock Square. The site is located in a Strategic Development &
Regeneration Area (SDRA) and ‘Z14’ zoning on Dublin City Council’s Zoning Objective Plan. The site is
also located in a conservation area. The land directly adjacent to the site is also located within zoning
objective Z14 of the Dublin City Development Plan 2016-2022, the objective of which is ‘To seek the
social, economic and physical development and/or rejuvenation of an area with mixed use of which
residential and “Z6” would be the predominant uses’.
Site location
Figure 2.2: Extract from Dublin City Development Plan 2016-22, zoning Map E
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Proposed Digital ‘Digipanel’ Advertising Display
Figure 2.3: No. 1 Hanover Quay: Proposed site location (Facing North)
Figure 2.5: Hanover Quay: Site location of proposed Digipanel Digital Advertising Display
2.2 The Surrounds
The subject site is located on Hanover Quay, which bounds Grand Canal Dock. The character of the
area is primarily mixed use with commercial and residential above restaurants, shops and services at
ground level. Grand Canal Dock is the dominant urban form and amenity space for this part of the city.
This area of Dublin has been transformed in the past few decades under the remit of the Dublin
Docklands Development Authority (DDDA) yielding a primarily modern architectural street scape as
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Proposed Digital ‘Digipanel’ Advertising Display
shown in figure 2.6. Hanover Quay leads onto Grand Canal Square which is a 10,000 sq metre Square
and is one of the largest paved public spaces in the city. The Square features a striking composition of
a red "carpet" extending from the theatre into and over the dock. This is crossed by a green "carpet"
of paving with lawns and landscaping.
Overlooking the Square is the Bord Gáis Energy Theatre and Marker Hotel, both with striking modern
design. Sharp, angular glass facets make up the central feature of the Bord Gáis Energy Theatre. The
architectural concept for the Marker Hotel building is a single coastal form eroded over time and
stands out with its chequerboard façade. Building heights are typically 8 storeys in this area.
Figure 2.5: Ariel view of the subject site and wider surrounds
Figure 2.6:
Grand Canal Square showing the Bord Gáis Energy Theatre and the Marker Hotel
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Proposed Digital ‘Digipanel’ Advertising Display
3.0 Relevant Planning History and Relevant Decisions
The ‘Metropanel’ displays have been part of the Dublin City landscape and an integral element of the
city’s public realm strategy since 2008. In 2017 Dublin City Council granted planning permission to
JCDecaux for the replacement and of 22 existing ‘Metropanel’ 6 sheet scrolling advertising displays
with Digital ‘Metropanel’ advertising displays. These digital ‘Metropanels’ are now referred to as
‘Digipanels’ by JCDeaux. Permission to replace these units with ‘Digipanel’ units, has established a
precedent for new displays. Some 28 units are now on street. The ‘Metropanel’ upgrades are part of
a programme of continued investment in the maintenance and improvement of this network. The
provision of this new ‘Digipanel’ location will allow for continued investment in and bolstering of
public amenities and services such as the Just Eat dublinbikes scheme.
There are a number of established ‘Digipanels’ in the vicinity, including two on North Wall Quay and
Pearse Street where permission was granted for a new ‘Digipanel’ location in 2019. Examples of
relevant precedent decisions of ‘Digipanel’ permissions are detailed below.
Planning Application: WEB1691/18
Address: On the public footpath at the junction of, Pearse Street, Lombard Street
East and Westland Row, Dublin 2, in front of Trinity College Sports Centre,
Pearse Street, (south side of street)
Applicant: JCDecaux Ireland Limited
Decision: Granted (Conditional)
Development: The installation of double sided digital Metropanel advertising display
including all associated site works and services. The proposed structure
has an overall height of 2.882m, a depth of 0.225m and a width of 1.438m.
The precise location of the unit is marked by a red x on the pavement.
Final Grant: 28-March-2019
Planning Application: WEB11458/17
Address: On the Northern side of North Wall Quay on the public footpath adjacent
to The Spencer Hotel, Dublin 1
Applicant: JCDecaux Ireland Limited
Decision: Granted (Conditional)
Development: Replacement of the existing internally illuminated, double sided, scrolling
‘Metropanel’ advertising display with a double sided digital ‘Metropanel’
advertising display. The proposed structure has an overall height of 2.882
m, a depth of 0.255 m and a width of 1.438 m.
Final Grant: 01-Dec-2017
Planning Application: WEB1691/18
Address: Lombard Street East and Westland Row, Dublin 2, in front of Trinity
College Sports Centre, Pearse Street, (south side of street)
Applicant: JCDecaux Ireland Limited
Decision: Granted (Conditional)
Development: The installation of double sided digital Metropanel advertising display
including all associated site works and services. The proposed structure
has an overall height of 2.882m, a depth of 0.225m and a width of 1.438m.
The precise location of the unit is marked by a red x on the pavement.
Final Grant: 28-Mar-2019
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Proposed Digital ‘Digipanel’ Advertising Display
Planning Application: WEB1689/18
Address: On the public footpath, on the Southern side of Leinster Street South,
Dublin 2, in front of Phoenix House, No.7-9, Leinster Street South
Applicant: JCDecaux Ireland Limited
Decision: Granted (Conditional)
Development: The installation of double sided digital Metropanel advertising display
including all associated site works and services. The proposed structure
has an overall height of 2.882m, a depth of 0.255m and a width of 1.438m.
The precise location of the unit is marked by a red x on the pavement.
Final Grant: 25-Mar-2019
Planning Reg. Ref. WEB1690/18
Address: On the public footpath, on the East side of O'Connell Street Upper, Dublin 1,
in front of Holiday Inn Express, 28-32, O'Connell Street Upper
Applicant: JCDecaux Ireland Limited
Decision: Grant (Conditional)
Development: The replacement of the existing internally illuminated, double sided
Metropanel advertising display with a double sided digital Metropanel
advertising display including all associated site works and services. The
proposed structure has an overall height of 2.882m, a depth of 0.255m and a
width of 1.438m.
Final Grant: 28-Mar-2019
Notes:
In these recent planning permissions for Digital Metropanels, Dublin City Council have considered
that the proposed advertising displays were acceptable and appropriate in the street setting. It is
also noted that the Roads Department had no objections and the applications were granted subject
Conditions which inter alia control the speed of transition of the adverts, and the brightness of the
display:
“2. The mechanism of changing the digital advertising display hereby approved shall be by
means of a fade transition of the display at intervals of 10 seconds or more. Any change to
the nature of the advertising display including to a flick or scroll transition between
advertisements, shall be subject to a prior grant of planning permission.
Reason: In the interest of the proper planning and sustainable development of the area.”
“3. The development hereby approved shall incorporate the following: a) The maximum
luminance of the advertisement display between dusk and dawn shall not exceed 300
candelas per square metre. The applicant shall be required to review the luminance level with
the planning authority within 12 months and in any event not later than 30th November 2018.
b) Only static images without movement shall be permitted, i.e. no animation, flashing, three
dimensional effects, noise, smoke or full motion video shall be permitted without a prior
grant of planning permission.
Reason: To ensure the signs do not have any adverse effect on the amenity of the area or
road safety.”
84.0 Proposed Development
The proposed development consists of the installation of JCDecaux’s ‘Digipanel’. The double sided
‘Digipanel’ comprises of two 86” digital display screens. The base of JCDecaux’s new digital ‘Digipanel’
have been uniquely designed to replicate Dublin’s skyline. The advertisements in the display will be
remotely changed at intervals of 10 seconds with a smooth transition.
The luminosity of the ‘Digipanel’ typically ranges between 150-300 candelas per m2. This fully
complies with the best practice guidelines for the illumination of outdoor advertising displays. The
displays are below the recommended maximum of 600 candelas per m2, and on-street testing shows
that the display outputs perform to under half of this recommended level (please refer to Appendix 1
of this report). A full assessment of how the proposal accords with these guidelines is detailed in
Section 5 of this report.
The ‘Digipanel’ measures 2.882m high x 0.255m deep x 1.438m wide. The ‘Digipanel’ has discreet lines
with flush glazing which provides optimum display quality and allows the display to blend into the
urban environment. Installation is conducted in strict accordance with the current building regulations
and all materials have been carefully selected, protected and finished with the greatest care.
Figure 4.1: Proposed Elevation of new Digipanel (Source: Keenan Lynch Architects)
It is notable that the digital displays can also be used for emergency messaging and charity support.
JCDecaux have been working with four charity partners in the Republic of Ireland in 2020 and 2021;
Alone, Barnardos, Fairtrade and Fighting Blindness. As part of this collaboration, JCDecaux will be
donating €2 million worth of outdoor media space over a 2-year period to support each charity in their
efforts to raise awareness and drive fundraising.
9Proposed Digital ‘Digipanel’ Advertising Display
The outdoor advertising element of this concession contract with Dublin City Council supports
dublinbikes, wayfinding and a civic information network. JCDecaux has a long-standing commitment
to the implementation of street furniture using high quality materials and attention to design detail.
The concept of the ‘Digipanels’ is one of design improvement as well the practical functionality of the
facility. JCDecaux’s high quality standards extend to maintenance procedures, where the upkeep and
presentation of displays, furniture and equipment are an intrinsic element of the product.
Figure 4.2: Proposed Site Layout Plan (Source: Keenan Lynch Architects)
10Proposed Digital ‘Digipanel’ Advertising Display
Figure 4.3: Proposed Front Elevation (Source: Keenan Lynch Architects)
Figure 4.4: Proposed West (left) and East (right) Elevation (Source: Keenan Lynch Architects)
11Proposed Digital ‘Digipanel’ Advertising Display
Figure 4.5: Proposed 3D View (Source: Keenan Lynch Architects)
12Proposed Digital ‘Digipanel’ Advertising Display
5.0 Planning Assessment
5.1 Zoning
As identified in figure 5.1 below, the subject site is in a Strategic Development and Regeneration Area
(SDRA). The site location is within the ‘Z14’ zoning in the Dublin City Development Plan 2016-2022
Zoning Objective Map. The site is also located in a conservation area. Lands in the surrounding area
are predominantly zoned within the SDRA and Z14. Other nearby land uses include Z9 (Amenity/Open
Space Lands/Green Network). The site also falls within the North Lotts and Grand Canal Dock Planning
Scheme 2014.
Site location
Figure 5.1: Extract from Dublin City Development Plan 2016-22, zoning Map E
The objective of ‘Z14’ is;
‘To seek the social, economic and physical development and/or rejuvenation of an area with
mixed use of which residential and “Z6” would be the predominant uses.’
Lands zoned objective ‘Z14’ have the primary purpose to seek rejuvenation through intensive mixed-
use development. The strategy is to provide a dynamic mix of uses which interact with each other.
Primarily focusing on seeking social, economic and physical development and the creation of
enterprise and employment. The range of uses which are identified as either Permitted in Principle
and Open for Consideration within zoning objective ‘Z14’ are identified in Table 5.1 below
The Development Plan highlights that other uses will be dealt with in accordance with the overall
policies and objectives in this plan.
13Proposed Digital ‘Digipanel’ Advertising Display
Table 5.1: Zoning objective Z14 use classifications
Zoning Objective Z14
Permissible Uses
Betting office, buildings for the health, safety and welfare of the public; childcare facility,
community facility, conference centre, cultural/recreational building and uses, education, embassy
office, embassy residential, enterprise centre, green/clean industries, halting site, home-based
economic activity, hotel, industry (light), live-work units, media-associated uses, medical and
related consultants, offices, open space, park and ride facility, part off-licence, place of public
worship, public service installation, residential, restaurant, science and technology-based industry,
shop (neighbourhood), training centre.
Open for Consideration Uses
Advertisement and advertising structures, bed and breakfast, car park, car trading, civic and
amenity/ recycling centre, factory shop, financial institution, funeral home, garage (motor
repair/service), garden centre, golf course and clubhouse, hostel, internet café, nightclub, off-
licence, outdoor poster advertising, petrol station, pigeon lofts, public house, take-away, veterinary
surgery, warehousing (retail/non-food)/retail park, warehousing.
The proposal includes the installation of JCDecaux’s ‘Digipanel’. In the context of the Z14 Zoning
Objective, this specific use is identified as an Open for Consideration use. The location of this new
‘Digipanel’ was carefully selected so as not to obstruct pedestrians or other road users (service
vehicles). JCDecaux’s ‘Digipanel’ has been designed to the highest quality and with Dublin streetscapes
in mind so that the displays serve to enhance the public realm. The installation of JCDecaux’s
‘Digipanel’ will serve to contribute to the creation of a high-quality public domain within the
administration area of Dublin City Council.
The principle of development for the digital advertising display of a similar scale and form which has
been granted throughout the city, is considered to be consistent with the Dublin City Development
Plan 2016-2022 and the overarching purpose of the adjoining Z14 zoned land to identify, reinforce,
strengthen and protect the civic design character and dignity of the city centre.
Conservation and Public Realm
There are a number of policies outlined in the Dublin City Development Plan 2016-2022 which aims to
protect these areas from future development which could damage the historic structures that make
up the area. Policy number CHC4 states the following;
‘To protect the special interest and character of all Dublin’s Conservation Areas.
Development within or affecting a conservation area must contribute positively to its
character and distinctiveness and take opportunities to protect and enhance the character
and appearance of the area and its setting, wherever possible’.
Enhancement opportunities may include:
• Improvement of open spaces and the wider public realm, and re-instatement of historic
routes and characteristics plot patterns;
• Contemporary architecture of exceptional design quality, which is in harmony with the
Conservation Area;
Development will not:
1. Harm buildings, spaces, original street patterns or other features which contribute positively
to the special interest of the Conservation Area;
14Proposed Digital ‘Digipanel’ Advertising Display
2. Involve the loss of traditional, historic or important building forms, features, and detailing
including roofscapes, shop fronts, doors, windows and other decorative detail;
3. Introduce design details and materials, such as uPVC, aluminium and inappropriately designed
or dimensioned timber windows and doors;
4. Harm the setting of the Conservation Area;
5. Constitute a visually obtrusive or dominant form.
The Dublin City Public Realm Strategy (2012) referred to Public Advertising on page 35 of the strategy
stating:
‘Advertising has a major impact on the character of the public realm. A Draft Outdoor
Advertising Strategy has been developed to integrate advertising needs while protecting the
public realm.’
5.2 North Lotts and Grand Canal Dock Planning Scheme 2014
The site is included within the Dublin Docklands Strategic Development Zone and therefore, the
planning policy context for the proposed display is also relevant to the North Lotts and Grand Canal
Dock Planning Scheme 2014. The majority of the Planning Scheme addresses the design code for
urban blocks and the juxtaposition between buildings, streets and spaces, with specific guidance on
standards (i.e. height) and the quantum of commercial and residential development.
The Campshire side of Hanover Quay sits outside this typical urban block structure and is covered
under ‘City Blocks 21 & 22 – Campshires and Water Bodies’ addressed at section 5.5.21 of the
planning scheme. Specific Objectives of section 5.5.21 include To maximise public pedestrian access
to all water body frontages. It is submitted that this policy context is of limited relevance, as it
primarily addresses the Campshires rather than the footpaths in front of the development blocks. The
Dublin City Development Plan 2016-22 policy on Outdoor Advertising therefore remains the primary
policy context for this planning application.
Figure 5.2: Planning Scheme map for City Blocks 21 and 22.
15Proposed Digital ‘Digipanel’ Advertising Display
5.2 Outdoor Advertising Strategy
Section 4.5.6 of the Dublin City Development Plan 2016-2022 relates to Council’s outdoor advertising
strategy. A strategy has been developed by Dublin City Council for commercial advertising in the public
domain which forms the basis of a practical policy to be applied to all proposals for outdoor
advertising. This strategy is based on an analysis of how sensitive different parts of the city are to
advertisement structures and identifies constraints and opportunities for their location. It also sets
out what types of structures are acceptable as outdoor advertising elements.
The core policy objectives pertaining to outdoor advertising contained within section 4.5.6 of the
Development Plan are;
‘SC22: To consider appropriately designed and located advertising structures primarily with
reference to the zoning objectives and permitted advertising uses and with secondary
consideration of the Outdoor Advertising Strategy. In all such cases, the structures must be of
high-quality design and materials, and must not obstruct or endanger road users or
pedestrians, nor impede free pedestrian movement and accessibility of the footpath or
roadway.
SC23: To actively seek the removal of unauthorised advertisements, fabric banners, meshes,
banner or other advertising forms from private property and public areas.’
The proposal to provide a new digital ‘Digipanel’ at this location is considered to accord with the
policies contained within Section 4.5.6 of the Dublin City Development Plan 2016-2022. This
application seeks to provide signage which is commensurate in scale to the streetscape.
5.3 Appendix 19: Outdoor Advertising Strategy
In order to manage an effective programme of outdoor advertising, the City Council has developed a
policy based on geographical zones. These zones cover all parts of the city, ranging from areas of
architectural, historical and cultural sensitivity, to residential areas, to areas of little architectural or
historic significance. Based on these zones, a range of controls and policies have been developed for
each zone ranging from the prohibition of outdoor advertising in the most sensitive areas to more
general controls in less sensitive areas where certain types of advertising will be considered.
Consideration will also be given to the need for sensitive treatment and an appropriate transition at
the interface between zones.
As identified in Figure 5.3, the subject site is located within zone 2:
‘Zone of significant urban quality with/commercial uses, where special controls should apply
to advertising in the street.’
16Proposed Digital ‘Digipanel’ Advertising Display
Figure 5.3: Advertising Zones Map (approximate location of the subject site identified with a star)
As outlined in Section 19.2 (Public Realm: A Co-Ordinated Approach) of the strategy, Dublin City
Council has a preference for smaller types of advertising panels such as 6 sheet size advertising panels
and 8 sqm advertising structures. The appropriate size will be determined with regard to the
streetscape quality and character of the urban fabric and in accordance with the provisions of this
Outdoor Advertising Strategy. Advertising is not established at this location and the proposal, which
seeks to install signage with 1 no. 86” double sided digital display, which is equivalent to a 6 sheet size
advertising panel, and therefore accords with Section 19.2 and Zone 2 of the Council’s strategy and
will provide an advertising solution which will enhance the public realm.
5.3.1 Compliance with DCC Guidelines
Section 19.3 of Council’s Policy highlights that illuminated displays in appropriate locations can
provide both information and colour to the townscape after dark. The following guidelines apply in
conjunction with the provisions of the general outdoor advertising strategy and with regard to the
zones of sensitivity.
17Proposed Digital ‘Digipanel’ Advertising Display
DCC Policy Objective (Section 19.3) Response incorporated in design of proposed
Digipanel
The type of illuminated signs internally or externally The proposed display is highly efficient, running at
illuminated, individual letters, and neon tubes should low output which reduces energy consumption and
be determined by consideration of the design of the heat emission and lowers maintenance
requirements. The subject proposal has had specific
building and its location, as well as the potential for
regard to, and fully accords with the new Professional
low-energy options. Lighting Guide 05 (PLG 05): Brightness of Illuminated
Advertisements published by the ILP
The design of an illuminated sign should be The installation of the digital ‘Digpanel’ will be sited
sympathetic to the building on which it is to be in a position that will not obstruct or obscure views
displayed and should not obscure architectural of any adjoining buildings.
features such as cornices or window openings in the
area; on new buildings they should be part of the
integral design.
The daytime appearance when unlit will be The illumination of the displays will be controlled
considered. having regard to the standards for the brightness of
illuminated advertisements (Professional Lighting
Guide 05 (PLG 05): Brightness of Illuminated
Advertisements)
Sky signs, i.e. signs that project in any part above the Not relevant in the context of the proposal as the
level of a building parapet or obtrude on the skyline, digital advertising display is located on a public
are regarded as objectionable in principle and will footpath and does not adjoin any building.
not be permitted.
Internally illuminated scrolling signs, or signs with The proposed displays are digital and therefore, will
exposed neon tubing are generally not acceptable. not contain any exposed neon tubing. As detailed
above, the subject proposal has had specific regard
to, and fully accords with the new Professional
Lighting Guide 05 (PLG 05): Brightness of Illuminated
Advertisements published by the ILP
Illuminated signs with the use of electronic visual An assessment of the proposed digital
display technology such as LED (Light Emitting Diode) advertising display is included in the below
and LCD (Liquid Crystal Display) will be considered sections which have specific regard to the
having regard to the Advertising Management Advertising Management Standards, as set out
Standards, as set out in Section 6. in Section 6.
The number of illuminated signs in the vicinity of the The proposal seeks to install JCDecaux’s digital
site will be taken into consideration when assessing ‘Digipanel’ in an area where advertising is quite
proposals. scarce in the context of a commercial
streetscape.
Section 19.6 of Council’s policy relates to its Advertising Development Management Standards,
whereby applications for new advertising structures on private lands (adjacent to primary routes) will
be considered having regard to the following:
18Proposed Digital ‘Digipanel’ Advertising Display
DCC Policy Objective (Section 19.6) Response incorporated in design of proposed
Digipanel
The geographical zone in which the site is located, as
The subject site is located within Zone 2. The
subject site does not have an established
set out in the Figure 5.2 showing Zones of Advertising
Control. advertising use however the proposal seeks to
install an advertising display of a similar
presentation, scale and form found throughout
the city in similar locations such as Ringsend,
North Wall, St. Stephen’s Green, Nassau Street
and Suffolk Street.
The design of the advertising panel and the use of Outdoor advertising has undergone significant
high-quality materials. changes and development in recent years and
strides made in the quality of presentation.
JCDecaux’s digital ‘Digipanels’ are of a high
design standard and are a visually aesthetic
advertising structure, thereby ensuring an
enhanced presentation of the display to the
public realm.
Impact on the character of the street and the The installation of the digital ‘Digipanel’
amenities of adjoining properties. proposal, due to its design and careful siting will
ensure that the character of the street and the
amenity of adjoining properties is preserved.
Advertising panels will not be permitted where they The proposal will not interfere with the safety of
interfere with the safety of pedestrians, the pedestrians, the accessibility of the public footpath
accessibility of the public footpath or roadway, the or roadway and the safety and free flow of traffic and
safety and free flow of traffic or if they obscure road will not obscure road signs.
signs.
Impact on the character and integrity of Architectural The proposal is considered to be in accordance with
Conservation Areas, Protected Structures and Section 11.1.5.4 (Architectural Conservation Areas &
Conservation Areas. Conservation Areas) of the Dublin City Council
Development Plan 2016-2022 as detailed in Section
5.5 of this Report.
Proposals must meet the safety requirements of the The proposed Digipanel design has been developed
Transport Infrastructure Ireland (TII), where in consultation between NTA, JCDecaux and Dublin
appropriate. City Council and is in accordance with all safety
requirements of TII.
Based upon the foregoing assessment, the proposal is considered to fully comply with the
requirements of Dublin City Council’s Outdoor Advertising Strategy included within Appendix 19 of
the Dublin City Council Development Plan 2016-2022.
19Proposed Digital ‘Digipanel’ Advertising Display
5.4 Professional Lighting Guide 05 (PLG 05): Brightness of Illuminated Advertisements
There is no local or national policy guidance in Ireland on what is defined as an appropriate level of
illumination for outdoor advertising in terms of visual impact and traffic safety. Therefore, it is
necessary to have regard to best practice in the UK. The subject proposal has had specific regard to
the new Professional Lighting Guide 05 (PLG 05): Brightness of Illuminated Advertisements published
by the Institution of Lighting Professionals (ILP). The ILP Guide is universally accepted and advises on
all types of outdoor light sources and recommends appropriate levels. The new ILP Guide reduced
levels proportionately and now covers modern technology as well as traditional incandescent lit
formats. The recommended levels of the ILP Guide relate principally to night time values, which are
arguably the most important in terms of insuring against excessive output. The guide covers planning
regulations in the UK and provides up-to-date advice on issues related to planning, testing and
maintenance of illuminated advertisements.
The ILP Guide provides the following commentary in relation to the Statutory Planning Regulations for
illuminated advertising in the Republic of Ireland;
‘Advertising is defined through the Planning and Development Act, 2000. A range of exempt
developments (advertisements) are identified as classes under the Planning and Development
Regulations, 2001. These classes have parallels to the 2007 Regulations relevant to England,
but with a range of noticeable variations. With regard to illuminated advertisements, there is
no equivalent ‘deemed consent’ for Class 4 illuminated Advertisements on Business Premise
under the 2007 Regulations.’
The ILP Guide provides a description of areas which are zoned according to the general level of
illumination. There are five zones, which have been defined in accordance with the definitions in the
ILP Guidance Notes for the Reduction of Light Pollution and CIE documents. These zones are as follows;
Table 5.2: Environmental zones
Zone Surrounding Lighting Environment Examples
E0 Protected Dark UNESCO Starlight Reserves, IDA Dark Sky Park
E1 Natural Intrinsically Dark National Parks, Areas of Outstanding Natural
Beauty etc.
E2 Rural Low District Brightness Village or relatively dark outer suburban
locations
E3 Suburban Medium District Brightness Small town centres or suburban locations
E4 Urban High District Brightness Town/ city centres with high levels of night
time activity
The maximum recommended luminance (cd/m2) for illuminated signage within each environmental
zone at any time during the night is given in Table 5.3 below.
Table 5.3: Maximum permitted recommended luminance (cd/m2)
Illuminated Area (m2) Zone E0 Zone E1 Zone E2 Zone E3 Zone E4
Up to 10 0 100 400 600 600
Over 10 0 n/a 200 300 300
As the subject site is located within zone E4 i.e. city centre, a maximum permitted luminance of 600
cd/m2 is recommended as the illuminated area of the sign is less than 10m2. As detailed throughout
this report, similar advertising displays have been successfully delivered in Dublin city centre,
demonstrating compliance with maximum permitted luminance levels.
20Proposed Digital ‘Digipanel’ Advertising Display
As part of the planning consent compliance process in the Dublin, JCDecaux undertook an assessment
of the levels of brightness in Digipanels (Digital Metropanels) installed in a variety of locations
(included in appendix 1 of this submission).
The report test results included in this report confirm that the lighting level for the digital displays
after dark, that all digital displays were well below the recommended maximum luminance for the
zone, and in accordance with the definitions in the ILP guidance notes for reduction of light pollution.
In the interests of preserving the visual amenity of the area and ensuring the proposal complies with
the ILP Guide, it is considered that the following condition be attached to a grant of permission.
Condition: The maximum illumination of the advertisement displays between dusk and dawn
shall not exceed 600 candelas per sqm.
5.5 Culture and Heritage
The subject site is identified as being located within a Conservation Area (CA). This is wholly related to
the context of the Grand Canal Dock, its quay walls and Campshires, rather than the footpaths outside
modern blocks.
It is outlined within Section 11.1.5.4 (Architectural Conservation Areas & Conservation Areas) of
Dublin City Council Development Plan 2016-2022, that Dublin City Council will seek to ensure that
development proposals within all ACAs and CAs complement the character of the area, including the
setting of protected structures, and comply with development standards. It is a specific policy of
Dublin City Council to protect the special interest and character of all Dublin’s Conservation Areas
(11.1.5.4). Development within or affecting all conservation areas will contribute positively to the
character and distinctiveness; and take opportunities to protect and enhance the character and
appearance of the area and its setting, wherever possible. The policy highlights that:
“Development will not:
1) Harm Buildings, spaces, original street patterns or other features which contribute positively
to the special interests of the conservation area;
2) Involve the loss of traditional, historic or important building forms, features, and detailing
including roofscapes, shopfronts, doors, windows and other decorative detail;
3) Introduce design details and materials, such as uPVC, aluminium and inappropriately designed
or dimensioned timber windows and doors;
4) Harm the setting of a conservation area; and
5) Constitute a visually obtrusive or dominant form.”
The proposal is considered to be in accordance with the policies included within Section 11.1.5.4 of
the Plan. As identified throughout this report, advertising is not an established use on this site and the
proposal, due to its scale, form and sitting does not have the potential to result in a greater visual
impact it surrounds.
21Proposed Digital ‘Digipanel’ Advertising Display
6.0 Conclusion
This report has been prepared on behalf of JCDecaux Ireland Ltd., in support of a planning application
for the installation of a double sided ‘Digipanel’ advertising located on the public footpath in front of
1 Hanover Quay, Dublin 2.
This Report demonstrates that the proposed Digipanel outdoor advertising display is in accordance
with the purpose and objectives of the abutting Z14 zoned land and complies with the policies and
guidelines contained within Section 4.5.6 of the Dublin City Development Plan 2016-2022 and in
particular Appendix 19, pertaining to Dublin City Council’s Outdoor Advertising Strategy. The site
context for the proposed Digipanel primarily relates to the footpaths and public realm and would not
constitute a visually obtrusive or dominant development in the Conservation Area.
In summary, the application for planning permission will:
• Not have any detrimental impact upon the built or natural environments;
• Complement the orderly planning of the surrounding area;
• Not materially or adversely affect the character of the surrounding area; and
• Be in accordance with the proper planning and sustainable development of the area.
Based upon the town planning assessment outlined herein, we respectfully request that permission
for the proposed development be approved. Should you require any additional information please do
not hesitate to contact the undersigned.
Yours sincerely,
_____________
Richard Hamilton MIPI MRTPI
Director
Future Analytics Consulting Ltd
For JCDecaux Ireland Ltd.
22Proposed Digital ‘Digipanel’ Advertising Display
Appendix 1: JCDecaux monitoring report of Digipanel displays in Dublin (HighRes Lighting 2019)
23Advertising Lighting Analysis Dublin City Digipanel Displays
Contents
1. Contents 2
2. Background 3
3. Methodology 4
4. Test Equipment 5
5. Light Measurements 6
5a. Full White 7
5b. Cuffe Street 8
5c. King Street South 14
5d. Henry Street 18
6. Table of Results 23
7. Conclusions 24
8. Appendix One 25
High Resolution Lighting - Advertisement Lighting Analysis 2Background
Advertising Lighting Analysis
Dublin City Centre
High Resolution was contracted by JCDecaux in April of 2019 for the purposes of carrying out a lighting analysis on Digipanel Advertising displays at several
locations around Dublin City Centre in order to assess the impact of glare being emitted by said advertising panels on the surrounding area.
The Digipanels in question are double sided digital display panels displaying a variety of static advertising copy which are displayed for approximately ten
seconds at a time. The variety of copy results in a variety of brightness levels from dim to bright.
Measurements are taken after dark at a distance of 1m using a light meter with values being taken in candela per square meter (cd/m^2), this value being
analogous to reflected light or glare. Recorded measurements are assessed against recommendations as provided by the Institute of Lighting Professionals
(ILP) and Dublin City Council (DCC) ,with the maximum recommended brightness for displays under 10m^2 being 600cd/m^2 for the ILP and not exceeding
300cd/m^2 as per DCC requirements.
The conclusion of the report includes a table of average illuminance levels for each advertisement in the context of it’s surroundings along with the ILP and
DCC guidelines for light levels within those areas and how the recorded results compare to said guidelines. Also included is the recommendation of High
Resolution Lighting as to whether any action is required in order for the Digipanels to meet ILP and DCC Guidelines.
Planning permission documents relating to the installation of these Digipanels are located in Appendix 1 at the back of this report.
High Resolution Lighting - Advertisement Lighting Analysis 3Methodology
Survey Methodology Points of measurement on the digital display can
be seen to the left.
The display screens examined for this report were located in
3 locations throughout Dublin City. Nine measurements were taken for each
advertisement and an average value obtained,
• Cuffe Street these values are detailed over the coming pages.
• Henry Street
The mean values for all signs falls well below the
• King Street South stated 600cd/m^2 limit recommended by the ILP
with no points of measurement exceeding this
Test results were collected after dark on the 10/04/19 on a
clear calm night. Measurement were taken at a distance of value.
1m using a Sekonic L-858D Speedmaster light meter capable The same is true for the limits imposed by DCC,
of recording Incident Light (lm) and Reflected Light (cd/m^2) with no single point of measurement exceeding
values, with a measuring angle of 1 degree. Reflected light, the stated 300cd/m^2.
measured in candelas, was measured for the purposes of this
report.
As the signage was already in operation there was no
opportunity to obtain full white readings of the display.
Being located in the city centre this area is considered an E4
Urban zone by the Institute of Lighting Professionals (ILP)
with an upper limit of 600cd/m^2 due to signage dimensions.
As a full white image was unavailable a reading was taken of a
pure white area on the brightest advertisement to stand in
for this.
A comparison reading was taken from a nearby street lamp Display Panel measurement points
located near the display in each location.
High Resolution Lighting - Advertisement Lighting Analysis 4Test Equipment
Technical Specifications:
Light Meter
In order to record the reflected light values of each display Type:
the following light meter was used:
Digital light meter for flash and ambient light
Sekonic L-858D Speedmaster
Incident and Reflected Light
This light meter is a high spec instrument capable of
Measuring Angle: 1 degree
measuring incident and reflected light readings with a 1
degree measuring FoV at distances from 1m to Infinity. Optical System: f/0.5 – f/161.2
This meter is suitable for instance of measuring the above Focusing Distance: 1m to Infinity
values in a variety of settings such as, but not included to:
Light Receiver: Silicon Photo Diode
• Advertisement Panels
Luminance Units: cd/m^2
• Studio Lighting Measuring Range: 0.1lx to 2,000,000lx
• Roadside Lighting 0.1 to 980,000cd/m^2
• Commercial Lighting Measuring Modes: Illuminance (lux / foot candle)
• Public Illumination Luminance (cd/m^2 / foot lambert)
• Projection Installations
High Resolution Lighting - Advertisement Lighting Analysis 5Light Measurements
The following pages detail the recorded on site Reflected Light readings for the three specified Digital Display panel locations, namely:
• Cuffe Street
• King Street South
• Henry Street
Readings were recorded from 8.40pm in the evening at a distance of 1m with 9 readings evenly spaced on both sides of the display. Advertisements were displayed for
a period of roughly 10 seconds at a time.
Display readings were supplemented with a reading of a nearby streetlamp and a full white reading taken from the brightest advertisement in the advertisement
rotation, both of which are noted at the beginning of each location section.
High Resolution Lighting - Advertisement Lighting Analysis 6Light Measurements – Full White
Readings at 1m: Readings at 3m:
Full white readings were taken at the Cuffe
Street panel location in order to ascertain an
average max level of brightness at the current 170 130 180 170 180 210
output level.
Readings were taken at 1m and 3m from the
face of the sign and an average value taken for
each distance.
Obtained results can be seen aside with the 210 210 200
following averages obtained: 200 210 200
@1m: 196cd/m^2
@3m: 200cd/m^2
At current output value and with a full white
display reflected light readings are right on the
210 240 210 200 220 210
limit of the stated 200cd/m^2 value provided by
DCC.
Mean Value: 196cd/m^2 Mean Value: 200cd/m^2
High Resolution Lighting - Advertisement Lighting Analysis 7Cuffe Street Average Illuminance: 23.2cd/m^2
Street Lamp: 3000cd/m^2
Advertisement One White Reference: 210cd/m^2
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
15 74 13
8 9 7
10 13 60
High Resolution Lighting - Advertisement Lighting Analysis 8Cuffe Street Average Illuminance: 17.2cd/m^2
Advertisement Two
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
17 26 20
20 16 19
14 12 11
High Resolution Lighting - Advertisement Lighting Analysis 9Cuffe Street Average Illuminance: 26.8cd/m^2
Advertisement Three
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
10 24 11
24 70 20
12 21 50
High Resolution Lighting - Advertisement Lighting Analysis 10Cuffe Street Average Illuminance: 127.7cd/m^2
Advertisement Four
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
100 150 100
130 180 50
110 220 110
High Resolution Lighting - Advertisement Lighting Analysis 11Cuffe Street Average Illuminance: 137.1cd/m^2
Advertisement Five
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
120 130 120
120 84 180
110 210 160
High Resolution Lighting - Advertisement Lighting Analysis 12Cuffe Street Average Illuminance: 67.7cd/m^2
Advertisement Six
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
84 140 180
52 74 50
15 1 14
High Resolution Lighting - Advertisement Lighting Analysis 13South King Street Average Illuminance: 120.1cd/m^2
Street Lamp: 9000cd/m^2
White Reference: 180cd/m^2
Advertisement Seven
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
70 64 100
140 97 160
140 160 150
High Resolution Lighting - Advertisement Lighting Analysis 14South King Street Average Illuminance: 80.5cd/m^2
Advertisement Eight
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
70 50 64
74 70 50
97 130 120
High Resolution Lighting - Advertisement Lighting Analysis 15South King Street Average Illuminance: 47.6cd/m^2
Advertisement Nine
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
90 64 30
15 32 16
18 140 24
High Resolution Lighting - Advertisement Lighting Analysis 16South King Street Average Illuminance: 33.2cd/m^2
Advertisement Ten
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
30 60 40
50 50 20
11 28 10
High Resolution Lighting - Advertisement Lighting Analysis 17Henry Street Average Illuminance: 64.2cd/m^2
Advertisement Eleven
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
84 80 26
100 56 42
110 52 28
High Resolution Lighting - Advertisement Lighting Analysis 18Henry Street Average Illuminance: 18.1cd/m^2
Advertisement Twelve
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
30 7 6
1 56 2
56 4 1
High Resolution Lighting - Advertisement Lighting Analysis 19Henry Street Average Illuminance: 107cd/m^2
Advertisement Thirteen
Date of Reading: 10/04/19
Displayed Image Recorded Results On-Site Photo
97 200 160
2 4 200
180 23 97
High Resolution Lighting - Advertisement Lighting Analysis 20You can also read
