Locals have slammed plans to build a 300ft-high digital-out-of-home (DOOH) MSG Sphere ‘Crystal Ball’ in east London, which could be covered in adverts for the next 25 years.
With a capacity for 21,5000 spectators, taller than the Statue of Liberty and rivalling Big Ben, the MSG Sphere Arena would be a replica of the giant concert venue that opened last week in Las Vegas.
The structure, to be located in Stratford, is designed to have over 18,000 LED screens that cover the outside of the building, able to display moving images, and has been given the green light to display DOOH adverts.
Yet, the proposals for MSG Sphere still have to be approved by the mayor of London, Sadiq Khan, and Levelling Up Secretary, Michael Gove.
Locals point out the sphere’s proximity to residents’ homes, complaining about the impact it would have on infrastructure, wildlife and, in particular, the potential light pollution emanating from the giant sphere and into their homes.
One individual reportedly lives only 75 meters away for MSG Sphere, with all her windows facing the large DOOH site.
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Grassroots group Stop MSG Sphere London campaigner, Lindesay Mace, said they prepared to “fight against it till the last”.
She said: “The fact that where we are now, on the permission being granted, is a travesty of justice”.
“The MSG Sphere is designed for Vegas, the city of lights. It is not designed for a small site that is surrounded with three blocks of residential properties.
“Developers are insulting residents by offering black out blinds… some of our group live directly opposite it.
“We are going to have massive glowing advertisements blaring [into our homes] from one of the biggest structures the UK and Europe has ever seen, it is just ridiculous.”
Green Party deputy leader, Zack Polanski, added: “Ultimately everyone should be able to enjoy the sky at night and enjoy a home that is free from advertising.”
It is not the first time local residents have campaigned to removed DOOH over fears of light pollution and disturbances to wildlife. In 2021, Bristolians petitioned to remove giant digital screens in their local area, calling the billboards an eyesore.
