A 3m-high digital advertising sign is set to take prime position in Subiaco, despite concerns it would compromise the suburb’s “special character”.
The curved sign will sit on the upper level of a commercial development replacing the former Santa Fe Restaurant, which closed in 2018, at the corner of Hay Street and Townshend Road.
A “luxury” furniture showroom will be on the ground floor, with office space on the second storey.
In approving the $2.5m development, Metro Inner North Development Assessment Panel members added a condition requiring a minimum of 10 per cent of the advertising content be dedicated to “community and entertainment material”, such as City of Subiaco events and promotions.
A report by city staff to the panel meeting on September 9 supported the proposal except for the sign, saying it would “add an unacceptable degree of visual clutter that compromises Subiaco’s special character”.
Camera IconArtist impression of the Hay Street development and sign Credit: Waters Architects
It also noted there were no other digital signs in the city and was concerned it would set a precedent.
Decision for the development application was broken into two, with the corner of the site comprising the sign on a road reserve under State control.
The report said the Department of Planning, Lands and Heritage did not support permanent development on the reserve, while Main Roads supported the sign subject to restrictions on ad length and illumination.
This disagreement meant the WA Planning Commission instead assessed the portion of the development on the reserve and recommended approval of the sign.
But it said approval was temporary until the land was needed for potential upgrades of Hay Street and/or the Townshend Road intersection at which time the landowner would have to demolish part of the building needed for the road works.
Camera IconArtist impression of the Hay Street development and sign Credit: Waters Architects
The WAPC’s report noted the city’s objections but believed it was appropriate because there were several existing ad signs in the surrounding commercial area — though not digital and smaller than the proposed sign — and it would be screened from nearby residential areas.
Of the 12 submissions made to the proposal during public consultation, eight objected to it with concerns centred on the sign.
Subiaco councillor Rosemarie de Vries voted against the sign, saying it was not in keeping with Subiaco and worrying it would risk a “proliferation” of digital signage in the suburb.
But deputy presiding member Francesca Lefante believed the building design was “exceptional” and “totally appropriate” for the area.