LIVERPOOL city bosses have approved plans to bring a touch of New York to Liverpool city centre.
They gave the go-ahead for a huge video wall to be built on the side of the planned Forever 21 store – dubbed "The American Primark".
The 20ft monitor will be attached to the side of the five-storey Whitechapel development, which will be home to a store that has its flagship outlet in the Big Apple’s Times Square – famed for bright lights and LCD screens.
While the screen will primarily be used to advertise the store’s merchandise it could also be available to be used for public information announcements in the event of major emergencies.
Objectors said the screen would be an ugly addition to the area and could set a precedent for numerous digital screens detracting from the look of the city centre.
But while planning committee chairman Cllr John McIntosh accepted that the screen was "not a thing of beauty", he said it would help enhance the city centre’s reputation as a major shopping destination.