But now, advertising giant Wildstone Estate Limited has lost its battle to install a 40-foot-wide illuminated billboard at 15-17 Haymarket, home to Mountain Warehouse.

Its original bid for the "dystopian" board was met with backlash and was refused in February.

The plans were lodged in December last year (Image: Wildstone)

After the plans were rejected a second time by Norwich City Council, Wildstone tried to overturn the authority's decision by appealing to the government planning........

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