Markets 
The Times Square-ification of Queen Street Mall is set to continue, with plans progressing for another large electronic billboard.
An application to install a new roof supporting the advertising feature on a deteriorating building were lodged with Brisbane City Council in September.
According to one expert, the proposal raised questions about the future of public spaces in Brisbane and how digital technology should be managed.
The two-storey complex at 136 Queen Street comprises a Telstra Shop, as well as Off Ya Tree tattoos and body piercings and various food and drink outlets including Boost Juice.
According to the application, its roof had deteriorated significantly due to water damage, fungal decay and termite activity.
“While the central structural spine continues to provide support, the overall condition indicates that the roof framing is nearing the end of its functional lifespan,” it says.
The application requests approval for a replacement, with an artist impression showing a large digital screen erected on the corner opposite Hungry Jacks.
The application also seeks approval for a “digital room” to maintain the sign.
Similar electronic billboards are already installed above the KFC and Optus shop, both located on the same intersection.
Another large screen also hangs from a steel frame further up the mall outside Uptown shopping centre.
Marcus Foth is professor of urban informatics at QUT’s school of design. He has researched the impacts and potential of screens in shared spaces.
“The proposed Queen Street Mall screen raises a broader question about public value,” he said.
“The problem is that the technology’s possibilities are much broader than the way it is commonly deployed.
“A screen can support digital placemaking and public culture, or it can primarily function as advertising infrastructure.”
Foth said the fact people using public space couldn’t choose to turn off a billboard or change the channel meant planners had a responsibility to think about how and where they were deployed.
“This is particularly important for an … environment such as Queen Street Mall,” he said.
“Large digital displays can add to light pollution and glare, but there are also accessibility and health considerations.
“Excessive brightness, rapid animation and flashing or high-contrast content can make public spaces difficult for people with sensory sensitivities, and particular flashing patterns can trigger seizures in people with photosensitive epilepsy.”
He pointed to Melbourne’s Federation Square as an example of how large public screens can support cultural programming and community engagement, rather than functioning solely as advertising infrastructure.
“Brisbane will undoubtedly have more digital infrastructure in its public spaces. The challenge is ensuring that we don’t confuse having more screens with becoming a better digital city,” Foth said.
Plans for a screen above the Telstra shop were lodged with council in April, 2025.
“The sign is in keeping with the character of the local environment and supports its role as a major retail and activity hub,” the application at the time said.
A spokesperson for the lord mayor’s office declined to comment on the merits of the proposal, saying it would be assessed by independent planning officers.
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