The advertisement hoarding would adversely affect the visual amenity of local street scene this part of the Norland Conservation Area, and harm the setting of the adjoining listed building at No. 186 Holland Park Avenue and the associated short listed terrace, whilst generating an uncharacteristic and overdominant feature. The proposal is also contrary to policies contained within the Unitary Development Plan, most notably CD52, CD53, CD61, CD68 and CD71.