DESIGN AND ACCESS STATEMENT
This Design and Access Statement is submitted to accompany an application for express advert consent for a temporary ‘scaffold shroud’ screen advertisement at the former Scala cinema building at Kings Cross whilst the frontage is scaffolded during refurbishment works to the building.
This statement describes the proposal and provides an assessment to accompany an associated express consent application made in accordance with the Town and Country Planning (Control of Advertisements) (England) Regulations 2007.
1.	INTRODUCTION
The former Scala cinema building, built in 1920, and located at the junction of Pentonville Road and Kings Cross Bridge is in need of external refurbishment. The property was last decorated externally in 1999 and there are needs for other items of repair to the external fabric whilst scaffolding is in place including replacement of the main roof covering which is asbestos cement profiled sheets. There are also notable cracks to the stucco areas which have allowed water penetration and frost damage to occur so repairs are needed to prevent further deterioration of the underlying structure.
Although not listed it forms an attractive and imposing heritage building within the Kings Cross conservation area. The Kings Cross area is currently seeing substantial regeneration around Kings Cross station. The owners of the building have entered into a partnership with the applicants whereby funding for the exterior refurbishment would be sourced out of advertising revenue generated from a decorative scaffold shroud for the duration of the works period. This would consist of a 1:1 replica image of the building façade wrapped around the scaffolding with an inset area for some commercial advertising and public information.
Two similar previous schemes have been put forward in recent years which would have provided the necessary funding source for the works but both have been refused advert consent by the council (see history section below). In both cases, whilst the scaffold was to be wrapped in a colourful 1:1 image of the attractive building façade, the size of the inset commercial advertising area led to refusal, one scheme being dismissed at appeal.
Discussions with the LPA at the time indicated that any new application presented to the council would have to ‘significantly revise the proposed scale’ of the advertising area although no objections were seen to the 1:1 image of the building façade. This reproduction in itself would cost a significant amount of money and could not ordinarily be funded on its own from normal funding sources, but could be provided if there was an income generating advertising area incorporated which would also fund the refurbishment works.
The previous schemes referred to in 2008 and 2011 had inset advertising areas of 15m x 14m (210sqm) and 16m x 8m (128sqm) respectively but this has been reduced to 10m x 6.4m (64sqm) in this submitted application, which is considered to be the minimum to generate sufficient income for the project.
The proposal is put forward as a temporary solution only whilst the building frontage to Pentonville Road and Kings Cross Bridge are scaffolded during building operations and the normal amenity level of the site is low. 
The proposal is intended as a more visually interesting screen to scaffolding than the usual offering of plastic sheeting and netting which often looks scruffy and becomes unkempt with ad hoc developers signage etc and where there is generally no incentive to maintain appearance. 
The proposal would introduce a novel and well maintained display stretched across the whole scaffold to create a conservation mural of the building with an inset area for public information and some commercial advertising.
This lively central London location which is undergoing significant regeneration within the capital is considered to be a suitable generally commercial and vibrant context to exhibit such a proposal.
Scaffold screen advertisements of this kind have become more common in recent years, as a temporary alternative solution to screen scaffolding in lively commercial area, as printing techniques have improved and are generally more acceptable, even in conservation areas, where advertisements have been combined with a coloured mural depicting a 1:1 image of the building façade. National Planning Practice guidance (2014) gives recognition to this form of advertising when it states that,
“Buildings which are being renovated or are undergoing major structural work and which have scaffolding or netting around them may be considered suitable as temporary sites for shroud advertisements or large ‘wrap’ advertisements covering the face, or part of the face, of the building.”
This concept started in historic capital cities throughout Europe, and the applicants are forerunners of this, where the restoration of historic buildings was funded by income generated from the commercial advertising area displayed in association with a coloured architectural image of the historic building on the scaffolding. This became accepted as a temporary solution to fund works to buildings, when funding out of normal sources was not possible and resulted in long term amenity benefits due to the restoration of historic buildings to the benefit of city culture and heritage. 
2.	THE SITE
The application site in this case is the former Scala cinema building located on the south side of Pentonville Road at its junction with Kings Cross Bridge. It is a substantial building of 5-storey with its major frontage onto Kings Cross Road and is now used as a live music and dance venue. It is an imposing building with an attractive white painted façade with ornate detail including column features and a rooftop dome.
Although not listed, it forms a significant building within the Kings cross conservation area and is referred to in the conservation area statement as making a positive contribution to the character and appearance of the conservation area.
Designed by H Courtney, it first opened its doors as the Kings Cross Cinema in 1920. Renamed variably as the Gaumont and Odeon cinemas throughout its history it suffered several periods of vacancy before re-opening in 1999 then known as the Scala cinema.
The site is located within a busy and vibrant part of London centred on Kings Cross and St Pancras stations just to the west and is part of a large area which is undergoing significant regeneration. The Thameslink station adjoins the building to the east. 
The primary character of the area is commercial around the main road and stations.
3.	HISTORY
Two previous similar applications in the last six years have been refused consent.
In 2008 (2008/1016/A)a refusal was upheld at appeal for a temporary scaffold shroud advertisement display  on scaffolding measuring 15m x 14m (210 sqm).
In 2011 (2011/2687/A) a temporary scaffold shroud advertisement on a scaffold measuring 16m x 8m (128m2) was refused by the council.
There were previous discussions with the council on the most recent application when a council officer advised,
“Whilst it is accepted that scaffolding is required in this location while the building works are going ahead, the proposed signage would need to be vastly amended to the 15m x 14m display which was previously dismissed at appeal (application ref 2008/1016/A – appeal refAPP/X5210/H/08/1203265). There is no objection to the principle of the building being covered in a replica photo of the building at a scale of 1:1, but there are likely to be considerable concerns as to the size and scale of the proposed advertisement consent which is to be placed on the corner of Pentonville Road and Kings Cross Bridge. Please see policies DP30 of the local Development framework, policies B!, B4 and B7 of the UDP and section 2 of the CPG for more information.”
4.	THE PROPOSAL
The proposal is for a temporary consent for a period of 12 months.
 This is related to the anticipated time period for building works and external refurbishment which include repairs to the roof, repair and painting of masonry, window repairs and painting and weatherproofing The scaffolding would be erected as “permitted development” under the General Development Orders as it is associated with building operations ongoing at the site. During this period the building façade will be hidden from public view by scaffolding and any associated netting or plastic sheeting. 
The proposal is thus an alternative to the traditional appearance of scaffolding and its normal screening offering which lacks interest, and would act as a signal that a significant regeneration project were taking place and give a reminder to the public of the attractive building facade behind the scaffolding
Whilst the long term display of such an advertisement is unlikely to be acceptable within the conservation area the proposal should be considered against the visual disruption caused by relatively short term building works and scaffolding.
The application seeks to retain the appearance of the building facade heritage asset imprinted in a lifelike manner and scale on the scaffold frontage in a conservation mural as a 1:1 image of the building façade. Printed on rip and tear proof lightweight pvc it will be stretched across the scaffold forming a safety screen as depicted on the application images.
Although the main element of the scheme comprises a printed image being a conservation mural heritage design covering the upper floors of the building above street level in the form of a coloured 1:1 replica of the building facade there will also be an inset area set aside for public information and commercial advertising (in the form of poster images) which will help fund the works to the property and maintain the historic building image on the shroud which would not ordinarily be funded out of normal funding sources as there is no real incentive to do this due to the prohibitive costs involved.
It is intended that the attractive building façade image will be fixed for the duration of any consent, and the public information and commercial area (10 x 6.4m equating to approx. 64sqm) would be utilised only when needed (which as an average would be three quarters of the time) and otherwise infilled with the building image design. The design of the printed poster images displayed would be likely to change at around fortnightly periods (the actual designs are not known at this stage but would provide public information and displays similar to poster displays).
The proposal is an alternative to a large blank area of scaffolding which would make no positive or heritage contribution to this vibrant town centre street scene during this period of building activity. 
5.	NATIONAL POLICIES
The National Planning Policy Framework (2012) in para 67 states that advertisement applications are to be determined with regard to amenity and public safety issues.
The 2007 Advertisement Regulations repeats this provision adding that the development plan may be taken into account as a material consideration, although it cannot override the two principal issues.
The 2007 Regulations states that factors relevant to amenity include the general characteristics of the locality, including the presence of any features of historic, architectural, cultural or similar interest.
The Planning Practice Guidance (2014), on amenity, states that,
“In practice, ‘amenity’ is usually understood to mean the effect on visual amenity in the immediate neighbourhood of an advertisement or site for the display of advertisements, where residents or passers-by will be aware of the advertisement. So, in assessing amenity, the local planning authority would always consider the local characteristics of the neighbourhood: for example, if the locality where the advertisement is to be displayed has important scenic, historic, architectural or cultural features, the local planning authority would consider whether it is in scale and in keeping with these features.”
Specific mention is made in the Planning Practice Guidance to shroud and large ‘wrap’ advertisements of the kind proposed. The guidance states that buildings which are being renovated or are undergoing major structural work and which have scaffolding or netting around them may be considered suitable as temporary sites for shroud advertisements or large ‘wrap’ advertisements covering the face, or part of the face, of a building.
The Planning Practice Guidance (2014) and National Planning Policy Framework (2012) refer to the significance of heritage assets and the important contribution they can make to amenity. 
6.	THE MAIN ISSUES
Visual amenity is considered to be the main issue in this case (as this was the sole reason for dismissal of a similar larger scheme in 2008).
The size and scale of the proposed advertising area has been substantially reduced from the previous schemes of 2008 (210sqm) and 2011 (128sqm) which were refused to sqm and blended in with the symmetry of the building so as not to cut across principal architectural features.
The immediate area around Kings Cross is seeing significant regeneration presently, and a number of building projects in the immediate vicinity have been granted consent for scaffold shroud advertisements eg. the triangular shaped island site immediately opposite bounded by Pentonville Road/Grays Inn Road and Kings Cross Bridge(known as the Lighthouse building and addressed 283-297 Pentonville Road and 370-380 Grays Inn Rd) also within the conservation area. LPA consents were granted in 2011 (ref 2011/1413/A) and again in 2013 (LPA ref 2013/2776/A)
Whilst the main character of the area is a lively central London location centred around Kings Cross it is also a conservation area. Nevertheless, the proposal has been put forward to include a replica image of the attractive building façade on the scaffold shroud as the major feature of the scheme which maintains the character and appearance of the conservation area in the short term and beyond this a restored building has positive benefits to the conservation area appearance.
 At the same time, this proposal is short term only and related to specific circumstances when the amenity of the site is lower than normal due to scaffolding associated with building works affecting the character and appearance of the area.
Thus as the proposal is related to special temporary circumstances, when the visual amenity of this site will be lower than normal and will take on a building site appearance  the starting point is scaffolding erected around the building facade in connection with works (scaffolding is ‘permitted development’ where erected in association with building works). Normal screening methods comprise netting or plastic sheets of variable quality which can often look scruffy and unkempt (as there is no incentive to maintain this) and have no visual interest in busy cosmopolitan areas such as this nor retains the important heritage asset which is hidden away.
Thus with scaffolding in front the attractive façade will be hidden from public view and the heritage asset will be screened off. National policy seeks to retain the appearance of heritage assets where possible.
The proposal may not be suitable as a permanent feature in the street scene, but this does not form part of the application. There are special temporary circumstances here.
The proposed shroud, incorporating as a significant element a coloured 1:1 image of the building façade in addition to the proposed advertisement, would be an attractive high quality alternative to the standard offering of netting and plastic sheeting and appropriate to this type of location.
It is considered that any decision maker should consider any positive (as well as negative) aspects associated with such advert proposals, and in applying the expression “in the interests of amenity” to any particular application or appeal, account should be taken not only of factors which may be detrimental to amenity but also of factors which may be to the advantage of the amenity of a locality, such as adding appropriate colour and interest to a drab area, or screening an eyesore.
In this case the heritage asset of this imposing building façade will be imprinted as a life like image on the scaffolding shroud adding colour and interest into the conservation area as a positive feature during this works period. The inset public information and commercial area provides an income source to enable the works to proceed and fund the total scaffold wrap. The restoration scheme may otherwise not go ahead or be delayed thus prejudicing the heritage asset and long term amenity benefits of it going ahead
This 1:1 image aspect of the scheme could not be provided ordinarily from normal funding and thus a limited amount of commercial advertising has been factored into the scheme to fund (and maintain as a high quality feature)the total wrap.
The proposal therefore represents a balanced approach to retaining an historic features presence in a conservation area but which at the same time is also a busy commercial district. Passers- by (referred to in Planning Practice Guidance on amenity) would see the original building façade as a feature maintained in the street scene over a blank void of builders scaffold in such a lively area and  capital city destination.
From that point of view there are public benefits to the scheme which would outweigh any harm to the conservation area. Similarly the scheme would assist the publics temporary enjoyment of views in the conservation area over normal blank scaffolding and it is therefore considered that on balance the character and appearance of the conservation area would be preserved by the proposal.
In that respect the scheme complies with the thrust of national policy guidance for advertising and retaining the importance of heritage assets.
7.	COUNCIL POLICY GUIDANCE FOR SCAFFOLD SHROUD ADVERTISING (SEPTEMBER 2013)
Camden council policies for this type of scaffold shroud advertising are set out in CPG 1 (Design) 2013. This guidance was formally adopted on 6 April 2011, and was updated following statutory consultation on 4 September 2013. The guidance is consistent with the Core Strategy and the development policies in the Local Development Framework, and forms a Supplementary Planning Document which can be a material consideration in planning decisions.
 In paras 8.20-8.22 shroud advertisement is defined there as, ‘a large scale advert covering an entire building elevation, often used to shield construction work.’
The policy is generally supportive of such temporary advertising as it can help shield unsightly construction work.
 It is also recommended that where the building plays a particularly important role in the appearance of the area a 1:1 image of the building façade is replicated on the shroud in addition to the advertising area, which itself should be limited to 10 % of the shroud elevation in conservation areas (20% otherwise).
It states that such shrouds are generally appropriate in commercial areas, and that these should be given a temporary period consent only.
8.	CONCLUSION
The proposal seeks to present a more visually interesting alternative of scaffold screening than the standard offering. Whilst funded by a commercial area of advertising this also is an enabling source of income to the owner to restore an important building and heritage asset of for the benefit of the community – one of the objectives of national guidance on heritage assets. Whilst the council may perceive that there are some amenity disadvantages in the short term arising from this proposal, this is a very temporary display time, and needs to be balanced against the long term amenity benefits and of a restored building, and the fact that the starting point for consideration is in any event a building with scaffolding around it where the attractive façade will be hidden away and not seen by the public, and which would result in a deadening effect creating a void in an otherwise vibrant area of a capital city centre. The shroud would signal that a significant regeneration project was underway of an important heritage building, also reminding those that see it of the attractive building façade beneath it.
Therefore, the application has positive amenity benefits in the short term and long term.