It started as a bus stop, nothing more, nothing less. But in Rose Bay, that bus stop has become a symbol of something much bigger. On the edge of New South Head Road, outside a local nail salon, a new shelter with a towering advertising screen now stands, and some residents say it’s changed everything.
The shelter was one of nearly 40 that began appearing across Woollahra’s eastern suburbs in 2024. Brought in through a deal between Council and advertising company oOh! Media, the structures came with seats, shelter from the rain, and large screens meant to bring in extra revenue. The goal was to upgrade public transport infrastructure while reducing financial strain on ratepayers.
But in Rose Bay, the change wasn’t welcomed by all.
One Shelter, Many Problems
For some locals, the shelters offered practical benefits. Seniors, they said, had a place to rest while waiting for the 323. On rainy days, children could stay dry before school. The revenue was a bonus. It was a way for Council to fund local services without raising rates.
For others, though, the trade-off wasn’t worth it.
Deanna Mastellone, who has lived in Rose Bay for years, couldn’t look past what she described as a growing “blight” on the suburb’s character. In her view, the shelters were too big, too bold, and too intrusive.
The advertising screen outside the nail salon near her home struck a nerve. In her latest Facebook post, published on 14 June, she wrote that the structure “must be completely and permanently removed.” She claimed the screen devalued the property and made it nearly impossible for the business owner to sell. What was once a clean stretch of promenade, she argued, now felt cluttered.
“I’m not against bus shelters,” she explained. “We need them. But they must not destroy our beautiful streetscape.”
She called on Woollahra Council to engage with the full community before moving forward with such installations and urged a return to simpler, heritage-style seating.
“It is an absolute disgrace Woollahra Council has signed up for 39 advertising bus shelters with zero community consultation. They placed a giant advertising screen at the O’Sullivan Road bus stop Rose Bay. Such an ugly blight on our magnificent Rose Bay Promenade. Balmoral Beach does not have any of these giant bus shelter advertising screens. Mosman Council only has 22, and engaged with the entire community, plus accommodated all objections. I never give up nor go away. Wrong is wrong. Have followed up with the Audit, Risk and Innovation external Woollahra Council commitee. We must protect and preserve our streetscape and ensure all the community is engaged in the placement of these bus shelters. I am not against bus shelters. We have the privilege to live in the most beautiful harbour side city in the world and it is all our responsibility to protect and preserve its beauty,” Ms Mastellone wrote.
Frustrations Build
Mastellone wasn’t alone. In February 2025, resident Nancy Georges launched a petition asking Council to stop installing shelters that narrowed already tight footpaths. She raised concerns about pedestrian safety and pointed to three reported car accidents that had taken place near the shelter outside Star Nails.
Business owners joined in. Some said the shelters made it harder for customers to see their storefronts. Others complained that people were being forced off the curb and onto the road, especially near high-traffic intersections.
Still, Council stood by its decision. The representatives stated that each shelter site was carefully assessed and that nearby homes and shops were notified in advance. They argued that the advertising revenue helped fund essential services, including street cleaning and public amenities. Removing the shelters now, they said, could ultimately cost the community more.
No Easy Answers
By March 2025, tensions were high enough to draw media attention amidst Mastellone’s protest, where she chained herself outside her home in symbolic opposition. Residents from surrounding suburbs chimed in online. Some supported the changes. Others said the shelters belonged somewhere else—anywhere but Rose Bay.
As of June 2025, the NSW Ombudsman continues to review formal complaints filed by residents. Woollahra Council has said it may reconsider some shelter placements, but has made no firm commitment to remove any of them.
Published 20-June-2025
