Pc World Unit A, Weston Lock Retail Park, Lower Bristol Road, Westmoreland, Bath

Installation of one illuminated econoflex face sign, two non-illuminated econoflex face signs, and one acrylic panel.
Our Response

The proposed site of development is Unit A of the Weston Lock Retail Park, currently occupied by PC World, situated within the Bath World Heritage Site and the immediate indicative townscape setting of the conservation area. It forms part of the setting of the Grade II early 19th century Avon House, now occupied by McDonald’s, along Lower Bristol Road. The retail park is distinctly industrial in character, set back within a significant area of hardstanding for customer parking, but is also well-planted and green in appearance due to its riverside location. It does maintain some limited visibility in mid-range views from Lower Bristol Road along the south-western approach into Bath and between distinct character areas within the wider Bath conservation area.

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. Considering the elevated location and large scale of the proposed sign, visibility in mid-range views, and close proximity to the conservation area, we maintain that the use of internally illuminated signage would be at odds with the established signage and lighting character of the conservation area. We consider that there would be no additional public or advertisement benefits from having the sign illuminated considering its scale, prominent display, and bold colour scheme, and is therefore not considered to be adequate justification for further illumination and associated detriment to the setting of the conservation area. We encourage the consideration of a non-illuminated alternative within this location.

Application Number: 21/04487/AR
Application Date: 04/10/2021
Closing Date: 27/10/2021
Address: Pc World Unit A, Weston Lock Retail Park, Lower Bristol Road, Westmoreland, Bath
Our Submission Status: Comment