Store to display smaller signs after view concerns

The building site of the planned Shipley store

A discount retailer has agreed to reduce the size of planned signs on a new store after concerns were raised they could harm views of the Saltaire World Heritage Site.

Plans to build the Home Bargains store in Shipley were agreed last year - but separate approval was needed for the signs due to the shop's proximity to the historic site.

The retailer originally proposed signs measuring up to 14m by 4m (45ft x 13ft), with Bradford Council's conservation team raising "major concerns".

Revised plans, with the biggest sign measuring 11m (36ft) by 3m (10ft), have now been approved.

'Negative impact on views'

The new Home Bargains store is currently being built on the Shipley Wharf retail park at the junction of Salts Mill Road and Otley Road.

Referring to the area around the new store, the conservation team said: “The quality in terms of its architecture, condition and public realm is generally poor and does not provide a high-quality experience for visitors approaching the World Heritage Site from this direction.

“Closer to Saltaire there begins to establish a historic character for the approach to Saltaire with the Grade II listed Victoria Mills.

“There is an opportunity to enhance this important approach and important gateway to Saltaire World Heritage Site."

Commenting on the original plans for larger signs, officers said: “The massive size, height and red colour would be visible in the foreground in views towards Salts Mill from surrounding hillsides, and would have a negative impact on these views, so would detract from the Outstanding Universal Value of Saltaire World Heritage Site and its setting.”

Approving the revised plan, they said: “The proposed signage will reflect the branding of the company which will occupy the newly built retail unit with the scale, appearance, colour, placement, level and type of illumination considered to be appropriate.”

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