Grafton Street is historically the premier retail street on the south side. A number of uses on Grafton Street are of special significance through their long association with the street. Business's such as Brown Thomas, Weir and Sons and Bewelys Café are now in essence an essential part of the streets charm and character. As major leading outlets in their prospective fields, they have become tourist magnets and attract substantial numbers of visitors to the street. It is a prime objective of the scheme to protect the special and unique character of the area.

The development management of Grafton Street aims to achieve an appropriate mix and balance of uses. It addresses planning exemptions relating to changes within the same use classes; a change of use to a particular type of shop will require planning permission. The scheme also plans to utilise retail space as best as possible. More upper floors and basement spaces will be used in order to create opportunities for the provision of specialist retail uses and also provide for intensification of use.

Grafton Street has been the premier street on the south side of the city since the 1800's and of enormous value to the economic life of the city. Its draw for many years was the rich mix of retail outlets. The City Councils policy is to encourage the protection of the existing or last use of the premises listed on the Record of Protected Structures, where that use is considered to be an intrinsic aspect of the special social, cultural and/or artistic interest of the premises.

In order to promote an appropriate mix of uses, it is intended to ensure that any incoming use will respect and enhance the character of the area. Planning permission for higher order comparison retail outlets such as fashion, flagship stores, niche and specialist retailers will be favoured. Restaurants, Cafés, bars tailors, hairdressers etc. will be encouraged at first floor level and above.

The change of use of a shop or part of a shop to a premises trading as any of the following will now constitute a change of use and will require planning permission;
Catalogue shops, cosmetics, discount stores, hairdressers, health food shops, mobile phone shops, newsagents, off licence, pharmacy, sex shops, souvenir shops, stationary/card shops and travel agents

An over-concentration of non-retail uses within the area can disrupt the continuity of retail fronts and lead to an erosion and depletion of retail character and a reduction in the magnetism of the shopping destination may occur. To maintain Grafton Streets position as the premier shopping street on the south side, it is considered to limit certain uses on the street to achieve an appropriate mix. The number and proximity of similar outlets already operating in the area, the quality of the shop front design and associated signage and the physical impact of the proposed use on the internal structure of the building all will be taken into account when considering planning application.

As they would detract form the character of the street, there will be no permission granted for the following uses;
Amusements, betting shops, estate agents, fast food outlets, mobile phone shops, internet cafés and phone call centres (at ground level)

It is an objective to seek the more intensive use of basements and upper floors in order to create opportunities for the provision of specialist retailers and to provide for intensification of land use.

Any alteration or works to shop fronts within the Grafton Street and Environs ACA which compromise the carrying out of works to the exterior of a structure requires planning permission. Any person proposing to install a new shop front is advised to consult Dublin city Councils shop front Design Guide (2001) on all matters relating to shop front design.

These matters include:
• In all instances clear glazing should be used
• Automatic doors and folding doors will not be favourably considered
• Removal of separate access to upper floors will not be considered
• No amplified announcements or music shall be played from any premises to advertise goods. Any sounds within the premises should not be audible from adjoining buildings or at 2 meters from the front of the shop.

Shop front displays must be provided, managed and maintained. Display areas at ground floor level should be located directly behind the glazed shop front for its full width with a minimum depth of 0.7m and used to display merchandise associated with the retail unit. The back of interior display stands and storage units shall not be positioned up against or close to the window display.

Shop front materials used should be durable and of high quality. The following materials are acceptable; stone, timber, brick, render, steel brass and glass. The colours used in the shop front should be complementary to those of the building and adjoining buildings; painting over brickwork is not acceptable. The context from the proposal is considered more important that uniformity between branches of one company.

Signage shall form an integral part of the overall design for the shop front and shall be restricted to the fascia. In general only the name and street number of the shop should be on the fascia panel. Lettering or logos shall not be affixed directly to the glazing and windows, other than etched lettering. They shall not obstruct the window display and shall not exceed one quarter of the area of the window through which the advertisements are exhibited.

Illumination of the shop front should be discreet, either by concealed tubing where the fascia details permit or by rear illumination of the individual letters. The colouring and intensity of illumination shall be complementary to the overall shop front design and architectural context. Neon illumination around windows is unacceptable.

All flags and flagpoles will require planning permission. They will not generally be permitted as such items can lead to visual clutter in the streetscape.

The provision of any additional advertisement panels, signage or advertising features at or above ground floor level on the façade or gables of buildings will not be permitted. Banner type signs and advertising sheeting covering any façade or part of a façade of a building is not acceptable. The provision of temporary advertisement structures on or projecting from any part of the façade or gable of a building or hung between buildings will not also be permitted.

Non-Protected Structures
An owner/occupier may request Dublin City Council to issue a declaration indicating what works would not materially affect the character of the structure or any element thereof.

In order to promote high quality and inclusive design to improve the quality of the public realm and open spaces, city centres must provide a high quality environment if they are to continue to be places where people wish to come. Greater consideration of design will help to improve this.

Given the relatively narrow width of Grafton Street and the high pedestrian footfall the provision of street furniture on the public footpath or private landings will not be favourably considered. This also includes newspaper stands, A- Frames and spinner stands erected by retailers or tables and chairs for cafés, restaurants or bars.

Street furniture will require either a licence under Section 254 of the Planning and Development Acts, 2000 to 2006 or planning permission. No merchandising or products shall be displayed on the public footpath or outside the premises.