Sugar and Spice strip club applies for new Norwich adverts

Sugar and Spice, in Prince of Wales Road, has applied for a pair of illuminated displays measuring 30ft in width. 

The planned advertising displays for Sugar and Spice (Image: Norwich City Council)

If approved, the LED boards would be placed above the entrance to the venue and "smoothly transition" from one image to another.

But the plans have prompted widespread concern among city folk, with one campaign group warning the displays would "make the area less attractive".

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Matt White, of Adblock Norwich, said: "Prince of Wales Road is largely known for its nightlife, but there are residents who live on the road, as well as a large concentration of attractive historic buildings.

"The views of the street would be severely diminished by the addition of large LED advertising screens, and if these are approved then other nearby venues may seek to install similar advertising infrastructure. 

"These garish screens are not necessary and will only make the area less attractive."

Matt White of Adblock Norwich (Image: Matt White)

Sugar and Spice, which has been contacted for comment, said it was keen to cooperate with the city council as part of its application. 

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In a letter penned to the authority on behalf of the venue, LED manufacturer Scanlite said the boards would "not exceed guidelines" - with a sensor being installed to ensure they would "only operate within values that the council deem reasonable".

The company also argued the displays would be set to an "extremely low brightness at night" and "the content will not flash so as to not cause a distraction to drivers". 

A decision on the application is hoped to be reached by December 12.