A media company has asked for permission to put adverts on scaffolding around what remains of the Royal Albion Hotel.
Blowup Media has applied for planning permission for an illuminated shroud on the south and east face of the building for two years.
Half of the listed hotel was destroyed in a blaze in summer 2023, with what remained of the western side of the structure knocked down for safety reasons.
Owners Britannia Hotels have still not settled the demolition bill, which was initially covered by Brighton and Hove City Council.
Plans to replace the destroyed part of the site – originally known as the Lion Mansion Hotel – have not yet been published.
In September, retrospective plans to demolish it were rejected because no scheme for its replacement had been provided.
According to signs put up at the site, the Bloomsbury Group has been appointed to manage the rebuild and refurbishment of the site.
The application for the advertising shroud, also written by Lewis and Co says: “The application seeks consent to shroud the scaffolding which is necessary for the refurbishment of the site.
“The shroud would provide a decorative 1:1 image of the building façade, which allows the building to greater resonate with local character, and reduce the visual impact of the works being undertaken.
“Advertisement consent is sought for a period of two years, with the revenue from the advertisement areas funding the building shroud, and the redevelopment/refurbishment of the site.
“The proposed scaffolding shroud temporarily enhances the appearance of the building and the Conservation Area during the works taking place.
“The proposed advertising inset is a necessary element of the proposal, as it provides financial support for the refurbishment of the hotel, and the shrouding of the scaffolding.”
Ouch lovely site that’s got to be worth at least £30k a WEEK, I know I used to work in the game. They earn so much it’s not worth rushing the build.
Considering the outstanding bill due to the council, I wonder if there is a tripartite deal that could be achieved here?
That would smack of a quid pro quo and be unethical and probably illegal
Britannia basically saying ‘apprrove the hoarding so we can make some money so we can pay the money we owe you on another issue’ won’t ever go down well.
It’s a very fair point about perceptions. I think there’s a debate to be had that it could be framed as fiscal responsibility rather than favouritism; a pragmatic debt resolution. Provided the arrangement is independently audited and publicly disclosed, it could be a creative way to recover debts efficiently, which, after all, is a council duty.
What are your thoughts, Chris?
There is no debate to be had. Linking planning approval to a debt repayment would be illegal.
The two issues are totally separate and should remain so.
And before any comments I fully support requiring Britannia to pay the money they owe the council ASAP and it is intolerable to not be paying it promptly.
Britannia may have an internal discussion on the lines of ‘if we get approval then we’ll use the rent to pay the council what we owe them’ but it absolutly shouldn’t form part of the planning process.
Nor should the committee go the other way and deny approval until the debt is repaid. Any moves to make it a planninf condition would soon be shot down by the councils legal staff.
It opens a door that really shouldn’t be opened.
Allow the adverts and money goes straight to the council to cover the outstanding bill as that’s coughed up by taxpayers
No. This is a prime location that looks ugly enough without billboards on it.
Brighton’s new Shibuya Crossing‽
There is the money aspect but what a terrible idea.
Lets hope the building works when completed look better than the Computer Generated Image. This is arguably Brighton’s most high profile site facing the pier and the promenade and this is a once in a century opportunity to get it right. The original Royal Albion Hotel was designed by Amon Henry Wilds who is also responsible for the Brunswick Estate and this is a chance for Brighton to restore some of its former glory, however it requires careful oversight and management.
Chris Roche / Architect
Can’t see what’s wrong with it and I imagine strict planning controls taking over. Anything to get this site redeveloped as soon as possible.