Brighton Seafront's Kingswest Building Applies to Wrap Scaffolding in Giant Advertising Shroud
Caption: Scaffolding has been in place at Kingswest on Kings Road, Brighton since October 2024. A planning application now proposes covering it with a 12-month advertising shroud.
The developer behind the Brighton seafront building that houses Odeon cinema and Pryzm nightclub has applied for planning permission to cover its scaffolding with a large advertising shroud for up to 12 months.
The application has been lodged by advertising company Infinity Outdoor Limited on behalf of Brighton Shore, the building's owners, and relates to the Kingswest building on Kings Road — one of the most prominent sites on Brighton's seafront.
The Background
Work has been ongoing at Kingswest since October 2024, when Brighton Shore, who had recently taken ownership of the building, discovered serious structural issues with the building's exterior. The building closed for several months while repairs to the external walls were carried out.
Kingswest reopened in January 2025 but scaffolding has remained in place on the exterior ever since. According to the new planning application, the scaffolding is expected to remain for approximately another year while further work to the building's facade takes place, including the reinstatement of windows on the south frontage facing the seafront.
What Is Being Proposed
The application proposes covering the scaffolding with an illustrated shroud, the main feature of which would be a printed image of the building's own facade. Within this, two large advertising panels measuring 20 metres by 10 metres would be inset.
The application states the advertising revenue generated by the shroud would help fund the cost of the works being carried out on the building.
The Location
Kingswest sits at the western end of Brighton's central seafront on Kings Road, directly opposite the West Pier ruins and next to the i360 tower. It is one of the most visible buildings on the seafront and the scaffolding has been a prominent feature of the seafront skyline since October 2024.
The building houses the Odeon cinema on its upper floors and Pryzm, one of Brighton's largest nightclubs, at street level. Both remain open and operating during the ongoing works.
What Happens Next
The planning application will be considered by Brighton and Hove City Council's planning department. Advertisement consent applications of this type are assessed against national advertising regulations and local planning policy, with particular attention paid to the impact on the character and appearance of the seafront.
Given the prominence of the location on Brighton's seafront, the application is likely to attract public interest. ImJustBrighton will report the council's decision when it is made.
