1)
By reason of its size and siting the proposed shroud screen advertisement would result in a large discordant intrusion into the street scene. This harm would be exacerbated by the external illumination. Due to its height and prominent location it would appear unduly dominant and would detract from the views along Kensington High Street, diverting attention from the high-quality townscape of the area. As such, the proposal would fail to preserve or enhance the character and appearance of the Conservation Area and neighbouring conservation areas. It would be contrary to policies CL3, CL11 and CR4 of the Consolidated Local Plan, fails to satisfy the statutory requirement for development within a conservation area and would be contrary to the National Planning Policy Framework.