Argos, Upper Bristol Road, Lower Weston, Bath
The subject of this application is the former premises for Argos situated on Upper Bristol Road, within the Bath conservation area and World Heritage Site. The building is modern in origin and is therefore of negligible historic or architectural value, but is located adjacent to the Grade II mid-19th century public house, the Hop Pole. The building is located along Upper Bristol Road and therefore forms part of a significant approach through the conservation area into the historic city centre.
BPT is resistant to the installation of illuminated signage. We feel this is contrary to Bath’s low-level lighting and distinctive night time character. The proposed volume of illumination is excessive, with 4 illuminated fascias, 1 illuminated projecting sign, 1 illuminated totem at the car park entrance, and an LED flex strip fixed to the underside of the roof eaves. Considering the building’s prominent location on a well-lit arterial road into Bath, and visibility in longer-range views on the Upper Bristol Road approach, we consider this amount of illumination to be unnecessary and unjustifiable in relation to proposed public benefit or the advertising needs of the premises. This would be an intrusive addition at odds with the established signage and lighting character of the conservation area. We encourage the consideration of non-illuminated signage alternatives within this location.
This application would not preserve or enhance the appearance or character of the conservation area, and is therefore contrary to the Planning (Listed Buildings and Conservation Areas) Act 1990, section 16 of the NPPF, and Policies B1, BD1, CP6, D1, D2, D8, and HE1 of the Core Strategy and Placemaking Plan, and should be refused or withdrawn.