Kurt Geiger, 3 St Lawrence Street, City Centre
3 St Lawrence Street is an unlisted building within the Bath conservation area and World Heritage site. It forms part of the Southgate development that was completed in 2010, utilising a distinctly Georgian-esque style of architectural design. 3 St Lawrence Street is of particular visual significance within the public realm due to its double frontage, maintaining shop fronts along both Lawrence Street and New Orchard Street. Due to its centralised location within the city’s historic centre, the Trust is therefore in favour of encouraging the usage of high-quality, traditional signage and shop fronts in keeping with the wider historic character of the Bath conservation area and World Heritage site.
BPT resists the principle of illuminated signage. Bath is recognised as a low-illuminated city in which the maintained low levels of lighting complement the historic character and appearance of the city, and create a distinctive evening and night-time atmosphere. Therefore, the use of illuminated signage would be of detriment to the shared character of the Bath conservation area and the special qualities of the World Heritage site, particularly when considering the shop’s prominent visual position along multiple pedestrian routes through the city centre.
We are disappointed by the proposed replacement of the “existing timber letters” with acrylic equivalents, which are of a poorer material and visual quality in contrast with the widespread, maintained use of traditional signage within Bath. We would strongly recommend that a signage design in-keeping with Bath’s homogenous character is considered. Similarly, we would prefer a timber hanging sign in contrast to the proposed aluminium sign.
This application is therefore contrary to the Planning (Listed Buildings and Conservation Areas) Act 1990, section 16 of the NPPF, and Policies B1, B4, BD1, CP6, D1, D2, D8, D9, and HE1 of the Core Strategy and Placemaking Plan, and should be withdrawn or refused.