The plans to modernise The Ambassador Theatre by Millennium Theatre Co Ltd on Dublin’s Parnell Street have been rejected by An Bord Pleanála. The theatre is managed by concert promoters, Denis Desmond and Caroline Downey Desmond.
A year and a half after the plans were submitted to Dublin City Council, the board ruled that the proposed digital sign boards over the main entrance and sides would negatively affect the national heritage structure’s dignity, architectural characteristics, and surroundings.
The refutation of the plan backs up an earlier refusal by Dublin City Council from August 2023, as the board noted that these proposed signs could create an undesired model for similar developments. This year has seen two significant planning setbacks for the Desmonds’ intended renovations for the Ambassador Theatre.
Earlier in January, the council turned down a plan by Millennium Theatre Co Ltd for 1.7 metre high perimeter railings around the 260-year-old building. The decision was made due to the negative impacts on the historic building’s unique appearance, setting, and character. Currently, this rejection is under appeal by An Bord Pleanála, with planning consultant Tom Phillips arguing the railings are necessary for ensuring the safety of customers and the general public, as well as to deter antisocial behaviour.
Phillips issued a stern warning that until safety concerns are addressed, the venue will likely remain closed. Regarding the proposed signage, Phillips provided rationale explaining it is aimed to improve architectural appeal and transform the theatre into a cutting-edge facility.
As per Phillips, the ambitious plan to overhaul the Ambassador Theatre sought a minimalistic approach that could enhance its appeal in a competitive market, whilst preserving its historical integrity. He argued that the subtlety of the new sign would mostly enhance the currently hidden architectural features, as it represents a reduction of 83.5 per cent of the size of the existing signage.
Mr Phillips additionally mentioned that the implementation of the new signs would permit the theatre proprietors to repurpose this iconic structure for constructive use. It would also enable them to efficiently publicise and champion events and performances at this prestigious, time-honoured theatre, thus bolstering a business in an industry severely affected by the Covid-19 pandemic.