The five-star W Hotel at St James Quarter, which has earned itself nicknames including the “Walnut Whip” due to its conspicuous twisting spire, is set to begin welcoming guests this winter.

As the building nears completion, developers have asked the council for permission to proceed with the finishing touches⁠ — but a plan to install a large lit-up sign near the tip of the bronze-coloured façade, which critics say has damaged the capital’s historic skyline, was refused advertising consent this week.

Planning officers concluded it was “not acceptable” given the 12-storey hotel’s “prominent location” within the city centre.

“Proposals for illuminated signage have the potential to affect a number of important elements of the World Heritage Site’s outstanding universal value,” they said in a report.

“The proposal will be visible from various viewpoints along George Street. As such the introduction of the proposed advertisement at this level in the skyline would form a highly incongruous feature.

“Whilst there are examples of high-level signage elsewhere within the Edinburgh world heritage site, these are in less prominent locations and considerably less visible on the skyline.”

Objecting to the proposal, the Architectural Heritage Society of Scotland said: “We object to the proposal to add a large upper case ‘W’ at high level. We consider that a large high level illuminated sign will neither preserve nor enhance the appearance of the conservation area and object.”