Advertising devices allowed on listed shopfront

Signage advertising an ice cream parlour occupying a listed building in the town centre of a major seaside resort in Wales was permitted to be retained.

The grade II listed building, forming part a terrace of other listed buildings, had recently undergone renovation and the inspector noted the appearance of the traditional shopfront and verandah had been considerably improved, with lost architectural detail reinstated and a sensitive colour scheme. The council, however, had taken listed building enforcement action against the addition of two ice cream cone fixtures to the shopfront frame and one window sticker sign and had also refused retrospective listed building consent.

In the inspector’s judgement, the two ice cream cones were of good design and modest in scale, advertising the business in a whimsical way that did not jar with the shopfront, and likening them to use of a barber’s pole or a chemist’s mortar and pestle as an advertising device, which the council’s supplementary planning guidance on shopfronts encouraged. The inspector also considered the single sticker, which provided the only reference to the name of the business, to be modest. Disagreeing with the council that the sticker and ice cream cones were a clutter of features harming the simple appearance of the shopfront, and judging that the works did not harm any features of special architectural or historic interest of the building, the inspector allowed the appeals.

Inspector: A McCooey; Written representations


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