Plans for a landmark dubbed the “Chiswick Octopus” have been thrown out by councillors, after fears it would cause car accidents at a nearby roundabout and flyover.

The proposal was rejected by Hounslow Council this week on the grounds the building and the adverts projected from its five screens would distract drivers.

A council officer admitted opinion had been strongly divided over the unique building and referred to it as being “like Marmite”, suggesting people either loved it or hated it.

Cathy Gallagher revealed the Highways Agency had objected to the 52m multi-million pound development, arguing it was an unsuitable building so close to the M4 flyover and busy roundabout – and other council officers agreed.

Ms Gallagher told a sustainable development committee on Wednesday evening: “It’s a particular area where drivers have to take extra care. There’s a significant opportunity for driver distraction.

“Anything that would distract the driver would be dangerous to roadway safety.”

An application for the landmark was submitted to the council last year by developer London and Bath Estates.

Designed by the architect behind the distinctive Gherkin building, the five-floor office block would have projected adverts from five screens – two on the body of the building and three on the legs – which would be seen by drivers approaching the roundabout and on the M4 flyover.

A number of supporters turned up to the meeting wearing “Say yes to Chiswick Roundabout” stickers, but councillors clearly disagreed with the sentiment.

Councillor Jon Hardy said: “There’s a front of house side and a backstage side which if you’re coming down Gunnersbury Avenue it looks like an advert held up by scaffolding.

“I don’t think we are really being asked to like a building but an advertising board.”

He supported the Highways Agency over the possible distraction caused by the advertising, revealing he had recently been distracted driving past an advert for Secret Diary of a Call Girl.

A number of councillors liked the design but thought it was not suitable for a location so close to a conservation area and residential streets.

Councillor Felicity Barwood said: “I’ve gone past this site I don’t know how many times and it’s one of the places where you do really want to see a good building, an iconic building. The difficulty is it’s so disruptive to the traffic.

Kim Gottlieb, of London and Bath Estates, said: “I don’t blame the councillors for reaching the decision they did. This is a tragic but temporary loss for London.”

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