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The London Eye, Queen's Walk

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The London Eye, Queen's Walk Section 1 – Site Location Map Section 2 – Application Summary Location The London Eye, The Queen’s Walk, London, Ward Bishops Proposal Display of illuminated and non-illuminated signage to the London Eye Application and surrounding associated structures including the London Eye Control Cabin, ticket kiosks, balustrades, safety barriers and existing signage monoliths. Applicant Merlin Entertainments (The London Eye Company Ltd) Agent Miss Hannah Whitney Nathaniel Litchfield and Partners 14 Regent’s Wharf All Saints Street London N1 9RL Date valid 25 November 2010 Case Officer Mr Richard McFerran Application 10/04094/ADV Reference Recommendation(s) ISSUE SPLIT DECISION Constraints Conservation Area Environment Agency Flood Zone (Dec 2006) Local Plan Area Green Chains Site of Metro’ Nature Cons Imp’ Thames Strat View – Westminster Pier to St Paul Thames Policy Area Waterloo Visitor Management Area Advert Publication 24 th December 2010 Date Site Notice posted 24 th December 2010 on Section 3 – Officer Report 1. Summary of Main Issues 1.1 The impact of the advertisements upon the appearance of the London Eye, the Grade II listed County Hall and the visual amenities of the South Bank Conservation Area; 1.2 The impact of the advertisements upon strategic/important views; 1.3 The impact of the advertisements upon the amenities of local residents and; 1.4 Transport and highway safety implications. 2.0 Site Description 2.1 The application site includes part of the River Thames, part of Queens Walk, part of Jubilee Gardens and parts of the ground floor of County Hall. 2.2 The site features the London Eye, which is a 135m high observation wheel located on the western side of the site. The structure was constructed on piled platforms within the River Thames and is accessed from Queens Walk. It was opened in 2000 and has become one of the most important landmarks in London and, is a major tourist attraction welcoming an average of 3.5 million visitors per year. 2.3 The large number of visitors to the site has lead to the installation and provision of a significant degree of freestanding directional signs, retail kiosks and visitor management facilities in the immediate vicinity of the London Eye. The London Eye management company occupies the north-western part of County Hall. These premises currently provide the public ticket hall, toilets, coffee bar, retail areas and administrative functions, which support the London Eye. 2.4 Queen’s Walk, also known as Riverside Walk is the main pedestrian thoroughfare, which runs along the southern bank of the River Thames. It is situated between the main western elevation of County Hall and the London Eye. 2.5 The site is located within the South Bank Conservation Area, which is described as a nationally important collection of 20 th Century buildings and is on the opposite bank of the River Thames from the Westminster World Heritage Site. County Hall, which makes a considerable contribution to the overall character and appearance of the conservation area is a Grade II* listed building. It is noted that the London Eye structure is not listed. 3.0 Planning History 3.1 DC/96/1246/RWS/17711 - Construction, for use during a period of five years, of a 152 metre diameter wheel (The Millennium Wheel) with support structures, boarding platform and river dolphins together with associated landscaping and works; change of use of part of the ground floor, basement and sub-basement floors of County Hall to areas for ancillary administration, offices, ticketing, retail, showroom, display areas, provision for public exhibition/entertainment, all as shown on the accompanying plans. Application Permitted – 01/05/1998. 3.2 01/03315/FUL - Retention of London Eye (the Millennium Wheel) with associated boarding platform, alterations to Thames embankment wall and minor alterations to boarding platform and restraint towers. Retention of London Eye support infrastructure including modified pre- boarding area (removable queue barriers), tension base glass screen with minor alterations, existing CCTV and proposed new CCTV cameras, existing radio mast and existing underground electricity substation. Change of use of ground, basement and sub basement floors of County Hall to provide London Eye ancillary and support services including expanded public toilets, exhibition and display areas, hospitality, offices, storage areas and circulation areas. Revised steps and ramp arrangements to County Hall bridge. Application Permitted - 05.07.2002. 3.3 01/03317/FUL - Temporary planning permission until 31 January 2010 for the following retained and proposed elements: Retention of existing retail kiosks with minor alterations; Retention of chairs, tables, gas heaters and replacement of existing canopies with new retractable canopies; Installation of new retractable canopies over BA London Eye pre-boarding area. Application Permitted - 05.07.2002. 3.4 01/03319/LB - Retention of alterations to listed embankment wall to allow retention of the BA London Eye. Application Permitted - 05.07.2002. 3.5 01/03320/LB - Retention of existing alterations and proposed new internal alterations to the sub-basement, basement and ground floors of County Hall to provide ancillary facilities for the BA London Eye. Application Permitted - 05.07.2002. 3.6 03/03575/DET - Approval of details of the stairs and ramp to County Hall pursuant to condition 21 of planning permission ref: 01/03315/FUL for the retention of the London Eye. Application Permitted - 12.02.2004. 3.7 04/02647/LB - Internal alterations to the sub-basement, basement and ground floors of County Hall to enable the existing functions ancillary to the BA London Eye to be reorganized. Application Permitted - 26.10.2004. 3.8 05/02821/FUL - Security enhancements including addition of new barriers and screens to the boarding platform, enlargement of existing stainless steel mesh gates to maintenance platform and application of stainless steel mesh cladding to staircases, bridges and platforms. Application Permitted - 31.05.2006. 3.9 07/04567/FUL - Installation of a new shop front to the existing Millennium Pier Ticket Kiosk located to the north of the London Eye. Application Permitted - 09.01.2008. 3.10 07/05029/FUL - Erection of a single storey extension to south and west of the existing retail kiosk. Extension of the existing canopy and installation of glazed frameless louvres at roof level. Application Permitted - 11.02.2008. 3.11 09/03803/ADV - Display of 6 internally illuminated free standing information signs to replace existing information signs. Application Permitted - 29.01.2010. 4.0 Scheme Details 4.1 The current application seeks advertisement consent for the display of illuminated and non-illuminated signage to the London Eye and surrounding associated structures including the London Eye Control Cabin, ticket kiosks, balustrades, safety barriers and existing signage monoliths. 4.2 The London Eye was previously sponsored by British Airways, a deal which came to an end in 2008. The works involved with the proposed scheme generally relate to a new sponsorship arrangement with EDF Energy. Many of the alterations subject to this application therefore incorporate the EDF Energy branding and logos or reflect the corporate colours of the company. 4.3 The scheme involves a number of works to the London Eye structure itself. These include the repainting of 1 of the 32 capsules from its existing white/grey colour to an orange colour (Pantone 172) matching EDF Energy’s main corporate colour. The outer panels to the top and underside of the capsule would be repainted as would the slewing ring cowels, which keep the capsules in position whilst the wheel is turning. The glazing bars would also be repainted orange; however the clear glazed panels would not be painted. 4.4 The existing non-illuminated vinyl adverts to the windows of the 32 capsules of the London Eye would be replaced with the new logo and branding. The replacement vinyl advertisements would match the dimensions of the existing vinyl advertisements with a width of 1.6m and a height of 0.7m. The vinyl graphics would be fixed to the interior of the glazed panels. 4.5 The scheme also includes the repainting of the large stabilisers which are located at the bottom of the wheel. The stabilisers would be repainted orange from their existing red colour, again to match EDF Energy’s main corporate colour. 4.6 The proposals include a series of other works at ground level such as the introduction of new central panels within the 6 previously approved free standing directional signs. The new panels would be of a similar grey colour to the existing signs but would feature the new London Eye logo and EDF Energy branding. The existing ‘landscape’ LCD screens which have a width of 0.5m and a height of 0.3m would be replaced with ‘portrait’ screens, which would feature sequential images/messages relaying information to visitors to the site. The proposed screens would have a height of 0.7m and a width of 0.4. Only the screens and information at the top of the sign would be internally illuminated whilst the London Eye logo and associated branding would remain non-illuminated. 4.7 There would be no alterations to the dimensions of the existing monolith signage other than the replacement of the existing advert boards in the monolith signage structure with new boards carrying the EDF Energy logos. 4.8 A smaller monolith sign adjacent to the boarding platform would also be replaced with the new logo and branding. The dimensions of the sign would remain the same as the existing as would the internal illumination. 4.9 In terms of the boarding platform, which allows access to the London Eye from Queen’s Walk, the works would include replacing the vinyl graphics to the balustrades, which form part of the queue management system.
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