Monmouthshire Council rejects Greek restaurant sign

Aris Priftis, owner of the Greek eatery Dip Eat Greek in Chepstow, faces a £5,000 dilemma after Monmouthshire County Council refused an application for advertising consent regarding his restaurant's sign.

The sign, which features aluminium, acrylic lettering, and internal LED lighting, was deemed “inappropriate” by council planners. The council stated the material's “shiny finish” and illumination caused “harm to the conservation area” where the shop is located on Moor Street.

Mr. Priftis, who opened the business in September last year, noted that the sign is essential for visibility among ten other shops. He had previously offered to reduce the brightness or turn the lights off at 10 p.m. to mitigate concerns, but the council described the sign as an “unsympathetic contemporary addition” to the traditional setting.