Plans for a balloon in the shape of a Father Christmas hat to be tethered to the roof of ITV's South Bank headquarters have been vetoed by Lambeth Council.
Last month we reported on ITV's plan to put the 32-metre helium balloon on the roof of their headquarters in connection with the company's annual Text Santa charity appeal.
Now Lambeth Council planning officers have ruled out the proposal on the grounds that "the proposed sign by virtue of its size, illumination and location would appear visually dominant within the surrounding area".
In their decision notice, the planners continue: "This would detrimentally impact upon and would fail to preserve or enhance the character and appearance of the surrounding South Bank Conservation Area and the setting of the grade II• listed National Theatre".
• Separately, ITV has told the council that it is "deeply concerned" about the proposed Garden Bridge – approved by Lambeth councillors last week – and its impact on the future operation and development of its TV studios on the South Bank.