A giant digital screen is set to be fitted above the entrance to Wigan’s Grand Arcade shopping centre. Plans published this week by Wigan council propose the installation of a 7.8m by 4m ‘high quality full motion digital advertisement display’.
Applicant Ocean Outdoor UK Ltd said the proposed display would be placed on the glazed entrance elevation of the Grand Arcade, above the main Millgate entrance.
Planning statement details
A planning statement published in support of the plans said: “The Grand Arcade is a modern retail development completed in 2007. The proposal is therefore materially different from a digital advertisement fixed to a listed building, traditional shop-front or historic façade. The site lies within Wigan town centre conservation area, but the display would be located on a contemporary shopping centre frontage within the principal commercial town centre environment. The proposed display would be located centrally, above the entrance doors.”
Nearby town centre heritage assets include listed and locally significant buildings including the Grade II listed National Westminster Bank at Standishgate and another listed building at 48 Millgate.
Heritage concerns raised
The statement said: “The presence of these assets is acknowledged. However, the proposal would not be attached to any listed building, would not physically affect any listed or historic fabric, and would not obscure the architectural detailing of any nearby heritage asset.”
On the council’s planning portal, a letter of objection to the plans has been published. It said: “The proposed illuminated screen is far too large and dominant. It would become the main feature of the street scene drawing attention away from the surrounding buildings, of which many are of architectural interest. It would also make the street feel less like a traditional town centre. Please refuse the application.”
Operational conditions proposed
The applicant said the display would be capable of displaying full motion digital content. Its operation would be capable of precise technical control over luminance, hours of operation, malfunction, sound, flashing and strobing. The applicant said it would accept conditions requiring the display to operate without sound, flashing or strobing effects.
Planners in Wigan will decide on the plans in the coming weeks.
