Malabar Gold & Diamonds, London
Advertisement consent for external signage at 232-236 Green Street, Newham. Application submitted and approved by the London Borough of Newham.
Application Approved
Advertisement consent was granted by the London Borough of Newham. The application (Ref: 24/02781/ADV) was determined to have no adverse impact on visual amenity or public safety, in accordance with Policies SP3 and SP5 of the Newham Local Plan.
View on Newham Planning PortalThe Project
Malabar Gold & Diamonds is a globally recognised jewellery retailer, and their store at 232-236 Green Street, London E7 8LE required advertisement consent for new external signage. The premises occupy Units 3 & 5 within the mall, covering approximately 1,664 sq ft across the ground floor.
Green Street is one of East London's busiest commercial thoroughfares, characterised by independent retail stores in two-to-three storey Victorian and early 20th century brick buildings. The property sits within the heart of Newham, and the signage needed to complement the established character of the street while providing clear brand visibility.
The Proposal
The advertisement consent application comprised two signage elements:
1. External Fascia Sign
A 1000mm diameter illuminated logo sign at first floor level, featuring 60mm embossed aluminium lettering with powder-coated side returns (RAL 7008) and an illuminated 6mm white acrylic fascia (6500K cool white LED). The sign is complemented by aluminium cladding in a distinctive plum colour (RAL 4004) and a decorative M-pattern in powder-coat finish (RAL 1036) with 50x50mm square tube framework and integrated cove lighting.
2. Projecting Sign
A roof-level projecting sign displaying the Malabar Gold & Diamonds branding with the tagline "Celebrate the Beauty of Life", positioned for maximum visibility along Green Street. The sign is designed to be clearly legible from both directions of approach while maintaining an appropriate scale relative to the host building.
Our Role
Planning Pros were instructed to prepare the planning statement and support the full advertisement consent application, including:
- Planning Statement assessing the proposal against NPPF and Newham Local Plan policies
- Assessment of impact on amenity and public safety per the Advertisement Regulations 2007
- Mall External Signage drawings (1:50) with full material specifications
- Elevation drawings showing sign positions across the building facade
- Policy compliance analysis against SP3 (Quality Urban Design) and SP5 (Heritage)
- Application submission and liaison with Newham Council
Policy Assessment
The application was assessed under The Town and Country Planning (Control of Advertisements) (England) Regulations 2007, which require that advertisements are controlled only in the interests of amenity and public safety.
Our planning statement demonstrated that the proposed signage respected the current commercial function of the site, complemented the established character of Green Street, and would not unduly harm the visual amenity of the area. Similar advertisements were already present within the street scene. The signs were positioned above ground level and at sufficient distance from the roadway to avoid any impact on driver visibility or pedestrian movement.
The proposal was found to accord with Policy SP3 (Quality Urban Design within Places) and Policy SP5 (Heritage and other Successful Place-making Assets) of the Newham Local Plan, as well as the NPPF paragraph 136 guidance on advertisement control.
Result
Application Approved
Advertisement consent was granted by the London Borough of Newham. The council determined that the proposed signage would not adversely impact visual amenity or public safety, and the business is now operating with the approved signage in place at 232-236 Green Street.
Project Details
Client
Malabar Gold & Diamonds
Location
232-236 Green Street, London E7 8LE
Borough
London Borough of Newham
Application Type
Advertisement Consent
Reference
24/02781/ADV
Our Scope
Planning Statement, Application Support
Premises Size
1,664 sq ft (Units 3 & 5)
Key Policy
Newham Local Plan SP3 & SP5, NPPF Para. 136
Date
2025
Status
Approved