Plans Submitted for Giant 14-Metre Illuminated Advertisement on Princes Street
Edinburgh’s world-famous Princes Street is once again at the centre of a row over large-scale advertising after plans were lodged today for a striking new illuminated billboard.
Outdoor advertising firm Infinity Outdoor has applied to Edinburgh Council for permission to install a 14-metre advertising “shroud” on scaffolding at the prominent building on the corner of Princes Street and Hanover Street (numbers 72-77 Princes Street and 1-5 Hanover Street).
The temporary structure would wrap around the building during ongoing redevelopment works, which include converting the upper floors into luxury serviced apartments. The advert would be fully illuminated at night, making it visible 24 hours a day for the duration of the construction project.
This latest proposal comes just weeks after the former Forsyth’s and Topshop building at 30-31 Princes Street made headlines for a massive KFC advertisement that wrapped around two sides of the A-listed landmark.
The KFC campaign – complete with giant QR codes – drew widespread criticism from locals and conservation groups, who accused it of contributing to the “commercial takeover” of one of the city’s most historic streets. The KFC ad was later replaced first by a Sky campaign and then by a Chanel advert featuring Hollywood star Margot Robbie.
Infinity Outdoor director Mark Wilkinson defended the need for illumination in the planning application, arguing that denying lighting would put the site at a commercial disadvantage compared with other nearby banner adverts. He wrote: “Not to allow the site… to be illuminated would create an unfair advantage to other similar banner advert sites… Illumination is vital to advertising brands.”
The application stresses that the advert is purely temporary and will only remain in place while the redevelopment work is underway. Lighting would be restricted to hours of darkness.
Princes Street has long been a showcase for Edinburgh’s Georgian elegance and sits within the UNESCO World Heritage Site and New Town Conservation Area. However, a string of recent giant adverts has left many residents and visitors questioning whether the balance between commerce and heritage is shifting too far in favour of the former.
The new proposal will now be considered by council planners. With public consultation likely to follow, it remains to be seen whether this latest illuminated shroud will join the growing list of eye-catching – and controversial – adverts on the Capital’s premier shopping street.
Edinburgh247 will keep you updated on the outcome of the application. In the meantime, what do you think – necessary modernisation or step too far for Princes Street? Drop your thoughts in the comments below.