London’s MSG Sphere has moved another step closer to fruition with the sign-off of its ambitious advertising strategy. AEG is “dismayed.”

MSG’s advertising proposal, which would see ads displayed across the venue exterior of more than a million LEDs, has been approved by the London Legacy Development Corporation’s Planning Decisions Committee.

This is despite the fact that, as a statement from AEG points out, the proposal was faced with multiple objections from the local council, neighboring boroughs, transport operators and local residents.

The decision was made at a meeting Tuesday where LLDC said the approval for the LED lights would be subject to a five-year review.

In response, AEG—which owns The O2 Arena, a competitor to the new venue—has called on the mayor of London to refuse the planning application.

“The advertising façade is at a wholly unprecedented scale for London and totally out of keeping with the surrounding area,” the statement reads. “The design was conceived for the heart of Las Vegas and has been transposed onto this east London site: it’s the wrong design, in the wrong location.”

Objections raised concerns over the impact the light display will have on local residents, as well as rail or road users. Should the project go ahead, the venue, located in Stratford, London, will have a capacity of 21.5k and mirror MSG’s development in Las Vegas.