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First Floor, 397 High Road, Wembley, HA9 6AA

26/1046Advertisement consentRefused

Refused on 16 June 2026

Council decision: Permission RefusedDelegated (officer decision)1 reason for refusal

Approximate site (title boundary)
Boundary © HM Land Registry, © Ordnance Survey · details

This information is subject to Crown copyright and database rights 2026 and is reproduced with the permission of HM Land Registry. The polygons (including the associated geometry, namely x, y co-ordinates) are subject to Crown copyright and database rights 2026 Ordnance Survey AC0000851063. Conditions of use.

Proposal

Erection of 2x internally illuminated fascia signs to front elevation of first-floor church

Received
24 April 2026
Decision level
Delegated (officer decision)
Public comments
1
Ward
Wembley Hill
Agent
Sterling Town Planning
  1. Received24 Apr
  2. Validated24 Apr
  3. Consult.20 May
  4. Target19 Jun
  5. Decided16 Jun

Decided in 53 days (council typically 56)

About this application

This is an advertising consent application at First Floor, 397 High Road, Wembley, HA9 6AA. Brent has handled 150 applications of this type. This one was decided in 53 days, 3 days quicker than Brent's typical decision time. The site is in a conservation area. There has been 1 other application at this address. In the past year there have been 98 applications across Wembley Hill. We hold 1,977 applications in total for the HA9 postcode area.

84% of advertising applications at London Borough of Brent were approved. Across all application types, the council typically decides in about 8 weeks (median).

Based on decided applications received in the last 3 years.See what's approved near your address

Why it was refused

  1. The retention of the proposed fascia signage, by virtue of its design, scale and siting, results in a visually intrusive and incongruous form of advertisement that is harmful to the character and appearance of the host building and the wider Town Centre. The development fails to respect the established streetscape and does not contribute positively to the visual amenity of the area. As such, the proposal is contrary to Policies DMP1 and BD1 of the Brent Local Plan (2019–2041), as well as the guidance set out in the Supplementary Planning Guidance 8 – Advertisements (other than shops).

From the council's decision notice.

Application details

Postcode
HA9 6AA
Application type
Advertisement consent
Scale / size
Small

Planning application dates

Date validated
24 April 2026
Consultation expiry
20 May 2026
Consultation end
20 May 2026
Neighbour consultation end
20 May 2026
Last date for comments
19 June 2026
Target decision date
19 June 2026

Applicant and agent

Agent
Sterling Town Planning
Agent address
76 Walm Lane, London, NW2 4RA

Additional information

Planning Portal ID
PP-14886367
Documents
6
Constraints
5

Site constraints

Checking the site
2/3
Council recordsAppealsFlood risk

Designations that overlap or adjoin the site outline.

  • Article 4 direction: Article 4 for Town Centres - WembleyPart of the site · +1 more
  • Brownfield land register: First Floor, 397 High Road, Wembley, HA9 6AARegister site at or near this address
  • Flood zone 1: Low probability (rivers and sea)
Also checked, none recorded (22)

flood storage areas, conservation areas, listed buildings, tree preservation orders, green belt, scheduled monuments, World Heritage Sites, World Heritage Site buffer zones, registered parks and gardens, registered battlefields, Heritage at Risk entries, nutrient neutrality catchments, national parks, National Landscapes, SSSIs, Special Areas of Conservation, Special Protection Areas, Ramsar sites, ancient woodland, national nature reserves, local nature reserves and heritage coasts.

A guide only, from official open data; it is not a planning search. Flood zones cover rivers and sea, not surface water.

Data © Crown copyright and others · sources and licences

Contains public sector information from planning.data.gov.uk (MHCLG and local planning authorities), licensed under the Open Government Licence v3.0. © Crown copyright and database right 2026.

© Historic England 2026. Contains Ordnance Survey data © Crown copyright and database right 2026. The Historic England GIS Data contained in this material was obtained on 2026-11-03. The most publicly available up to date Historic England GIS Data can be obtained from HistoricEngland.org.uk.

© Natural England copyright. Contains Ordnance Survey data © Crown copyright and database right 2026.

© Environment Agency copyright and/or database right 2026. All rights reserved. Flood Map for Planning, Open Government Licence v3.0.

Contains Ordnance Survey data © Crown copyright and database right 2026.

Source: Office for National Statistics licensed under the Open Government Licence v.3.0. Contains OS data © Crown copyright and database right 2026.

Source: Brent

Contains public sector information from the Planning London Datahub, licensed under the Open Government Licence v3.0.

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