Plans for scaled down version of 'eyesore' to be re-submitted

Mar 11 2009 by Chris Henwood, Birmingham Post

The developer of the Black Country’s largest industrial, regeneration site is re-submitting plans for a public art and advertising icon after a previous design was branded a huge “eyesore” by locals.

The 3D hoarding at Opus 9, at junction 9 of M6 in Wednesbury, has been scaled down and relocated on the 33-acre site. It was devised by internationally recognised sculptor, Colin Rose.

It was claimed the original venture, which stood at 278ft, would raise £1million in advertising annually and bring international recognition to the Black Country.

However, locals unhappy with the sculpture signed a petition against it and police and Highways Agency ­officials said it could distract motorists.

But developers, who claimed their construction could be as famous as Gateshead’s Angel of the North, held talks with Sandwell Council planning bosses and are hoping their new design, at around 36 per cent smaller than their last effort, can win council approval.

Opus director Richard Smith said: “Since we launched the Opus 9 scheme in 2002, we have worked alongside the Sandwell community to ensure that any benefits that the local community can derive from our activities are optimised. In the same vein, we have listened closely to our neighbours’ reservations about the projected Gateway structure and amended our plans accordingly.”

Opus bosses have also said driver distraction worries had been ­addressed by a recent study by the Highways Agency, published in June 2008, entitled The Impact of Roadside Advertising on Driver Distraction.

The £40 million scheme, funded by Aberdeen Property Investors, will offer a total of 650,000 sq ft of industrial and distribution space, as well as a 100-bedroom hotel and will create in excess of 1,500 jobs.