Hounslow Council refuses plans to replace it with digital screen

Hounslow Council has refused plans to remove an iconic local sign.

The application to replace the neon Lucozade sign on York House, Brentford, with a digital screen was refused by the council as it would be "detrimental to the historic, architectural and cultural character of the area."

The original 1953 sign was a familiar landmark to millions of motorists travelling along the M4 and A4 into London, and was an example of ‘kinetic architecture’ common in the post-war 1950s Festival of Britain era.

When the redevelopment of the site was announced in the 1950s, English Heritage had tried to have the sign listed in order to save it but this proved to be too difficult.  Instead, the original was donated to Gunnersbury Museum in 2004 and a replica model was relocated to York House on the western flank of the six story block. The building is now home to a Audi showroom.

The planning application, lodged last November by local advertising firm JC Decaux, was to replace the sign with a digital display screen which would show the 1950s image of a bottle pouring Lucozade changing into a modern image of a bottle of Lucozade Sport- the time and temperature would continue to be displayed and the images would change every thirty seconds.

Details of the plans, and the reasons for the decision are available on the Council's website at Planning Applications see York House P/2013/4225).

Local councillor Ruth Cadbury to said she was delighted to hear the news. The applicant can still appeal to the Planning Inspectorate.

February 7, 2014