1)
By reason of its size, and position across the fa╪ade of four buildings with a height from first floor to third floor, the proposed shroud screen advertisement would result in a large conspicuous and discordant intrusion into the street scene. This impact would be exacerbated by the external illumination and the proximity of the advert to the eaves of the buildings. Due to its height, width and prominent location it would appear unduly dominant and would harm views along Kensington High Street, diverting attention from the high-quality townscape of the area. As such, the proposal unacceptably harm the visual amenity of the vicinity, and would also fail to preserve or enhance the character or appearance of the Conservation Area and neighbouring conservation areas. It would be contrary to policies CL3, CL11 and CR4 of the Local Plan 2019, fail to satisfy the statutory requirement for development within a conservation area, and would be contrary to the National Planning Policy Framework with regard to advertising.