The City Planning Office of Reykjavík has ruled against the new sign at the 10-11 convenience store’s location at Austurstræti 17.
The new sign in question was deemed to be larger than guidelines allow, in addition to not taking its surroundings into consideration and being a “nuisance” to neighbouring establishments. Several complaints are also stated to have been lodged against the sign.
The convenience store had a large sign for some years, but it came out in a report on the matter that 10-11 had never applied for the appropriate permit at the time. Now, in the matter of the new LED sign, 10-11 was found to also have neglected the proper application channels.
According to the City Planning Office, signs in downtown Reykjavík should generally consist of single letters, their size limited to four square metres. The new sign, at 32 square metres, far exceeds these regulations.
Guidelines also recommend that signs in this area of downtown “take into account the proportions, look, and feel of the area.”
The City Planning Office of Reykjavík’s decision on the matter can be read here.