Download Shop Fronts Policy Guidance - Taunton Deane Borough Council

Shop Fronts
Policy Guidance
Taunton Deane Borough Council
Shop Fronts Policy Guidance
1.0 Introduction
1.1
The design of shop fronts and their associated signing and advertising have a major impact in a
particular locality. Depending upon how the shop is presented that impact can be positive or
negative. As each shop front is found at a pedestrian scale it has a vital role in attracting the
attention of visitors and locals alike. Within the Borough this is most acutely felt in the Town centres
of Taunton and Wellington.
1.2
The main purpose of the shop front is, undoubtedly, for the display of goods but it also has an
important secondary role in projecting the image of the shop. Poor design, materials, workmanship,
colour schemes, lettering, signing and advertising will do little to enhance a shop’s image or aid in
the display of its goods. This holds true for the whole street, where each shop contributes to the
street’s overall character and quality, and ultimately to the rest of the Town as well.
1.3
In this document, the Local Planning Authority aims to establish a basis for the promoting of good
shop front and advertisement design across the Borough. This will be achieved through the twin
tools of good advice for developers and through a more particular Development Management
policy which will be used as a reference point in the determination of planning applications. Both
aspects will reduce the time spent by parties negotiating away poor design proposals. It is the
repair and retention of traditional features and the careful design of new shop fronts that will be at
the forefront of Local Authority attention in securing a better shopping environment in the
Borough. This focus on shop fronts forms part of the wider Taunton Town Centre strategy which
seeks the wholesale improvement in all sectors of Town centre life.
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Shop Fronts Policy Guidance
2.0 Local Plan Policy
2.1
The adopted Taunton Deane Local Plan includes a policy for the promotion of good design of shop
fronts:Taunton Deane Local Plan Policy EC/16 states that:
Proposals for the alteration or construction of shop fronts will be permitted, provided that:
(A) the shopfront is well-proportioned, well suited to the character of the building of which it
forms part and of the street in which it is situated, and designed with due consideration for
the buildings and shopfronts on either side; and
(B) independent ground floor access to the upper floors is retained, except where a safe and
convenient rear or side access is available or is provided as part of the development.
2.2
The settlements within the Borough have retained much of the grain and texture derived from the
medieval street and land tenure patterns which have been overlaid through time with Georgian,
Victorian, Edwardian and later buildings. Together, these periods have provided us with a rich array
of building styles which we enjoy and seek to retain. However, without care, shop fronts, signs and
advertising can substantially alter the character of any street if they do not respect the individual
buildings and the context of the whole street into which they are set. Undue restrictions will not
be placed on shop front design as the Local Planning Authority would not wish to stifle retail
innovation and vitality. However, in Conservation Areas and on Listed Buildings, higher standards
will be sought.
2.3
The Borough Council’s aim is:­
“… to preserve and enhance traditional shop fronts and other shop fronts of quality, improve on
poorer designs through restoration or alteration, and secure high standards, based on traditional
principles, in new shop fronts”.
This document is intended to amplify the Local Plan Policy by providing more specific advice on all
aspects of shop front design.
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Shop Fronts Policy Guidance
3.0 Principles of Good Design
3.1
Traditional shop front design (18th and 19th C) was based around successful principles which still
hold good today. A satisfactory relationship between the shop front and the building as a whole
was struck using various elements to enclose the shop window and entrance like a picture frame
around a painting. With timber as the standard materials, features such as pilasters, fascias, cornices
and stallrisers were common to the traditional shop front. These features were considered so as to
create a well proportioned shop front which was sympathetic with the overall building itself.
Figure 1 (right) comprises traditional shop front elements described below.
Fascias
3.2
The design of a fascia should be appropriate to
the character and period of the building and, in
particular, to the shop front. (See fig 2)
The Georgian and early Victorian shop fronts
had an upright fascia on top of the pilasters
which had either plain or decorated ends.
Later styles were contained within console
boxes and were often inclined outwards,
towards the pedestrian, so that they could be
read more easily. The depth of these fascias
often did not exceed fifteen inches (380mm).
Therefore allowing for an element of change
over time, new fascias deeper than eighteen
inches (450mm) will be discouraged while
those greater than twenty-one inches (525mm)
will normally not be allowed.
Fig 2 - Well proportioned fascia which relates
well to the remainder of the shop front and
to the upper stories of the building. Both
pilasters and stallrisers are outlined to
illustrate the successful relationships which
can be generated within the shop front.
3.3
Excessively deep fascias (See Fig 3) prove unsightly
and can damage the important balance of
proportions which generates the successful
relationship between shop front, the building as a
whole and its neighbours in the street. Small
shops or those with a lower storey height, should
consider a shallower depth of fascia, while tall
shops should consider sub-dividing the zone
between the door head and the underside of the
fascia rather than increasing the fascia depth.
Fig 3 - An excessively deep fascia which
covers up the first floor windows. The
absence of a stallriser provides the shop
with no visible anchor to the ground.
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Shop Fronts Policy Guidance
Fig 1 - The Traditional architectural elements of a shop front.
Cornice
Console
(or Corbel)
Correctly
proportioned fascia
Transom Lights
Pilaster
Transom
Mullion
Stallriser
Recessed doorway
3.4
There should always be an adequate, unobstructed depth of building visible below any first floor
windows and above the cornice of the shop front to avoid visual conflicts between the shop front
and upper storeys.
If the depth is inadequate, encouragement will be given to ensure a suitable margin is reinstated
when the next change in shop front design is proposed.
3.5
The introduction or retention of box fascias and of unsuitable materials such as plastics will be
resisted.
Stallrisers
3.6
These provide a building with a visual anchor to the ground as well as giving protection to the shop
front. Traditional examples were mostly of panelled timber, stone or render. More recently brick,
marble or granite have been used with varying degrees of success; plastic laminates should always
be avoided. The materials chosen must relate to the building/shop front. The height of each
stallriser will vary according to the overall proportions of the building, together with other examples
from the street. Stallrisers enhance security and reduce the risk of ram-raids. Generally low
stallrisers (below 15 inches/380mm) will be unacceptable unless positive evidence exists to justify
their height (eg in the heights of the pilaster bases).
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Shop Fronts Policy Guidance
Pilasters
3.7
These frame the side of a shop front; they emphasize the
subdivision of the street frontage into separate buildings or
units of traditional plot width. Visually they provide the means
of supporting the beam behind the fascia. Original pilasters
should always be retained, repaired if necessary but never
covered, as covering destroys the character of the original
design. Again encouragement will be given to reinstate,
uncover or repair pilasters when the next change in shop
front design is proposed.
Cornices
3.8
These provide a visual stop to the top of the shop front.
Traditional examples were moulded to shield the fascia from
the weather. In new buildings this feature may not appear in a
traditional form but some account may need to be taken of its role. Cornices can also be adapted or
designed to house fascia lighting systems successfully.
Consoles
3.9
These provide a strong visual stop to both horizontal and vertical
elements of the shop front (see Figure 4). Late Victorian shop fronts
used consoles (or corbels) to contain the fascia at either end, often
with elaborate designs. Where found these features give a good
indication of shop front history and as such should always be
preserved.
Mullions and Transoms
3.10 Mullions, normally made of timber, are vertical elements that
subdivide panes of glass. Generally butt jointed glazing techniques
will be discouraged but in conservation areas,Taunton Town centre
and on listed buildings it is likely that they will not be permitted.
Fig 4 - A traditional
example of a console
3.11
Transoms, also made of timber, are horizontal elements that
subdivide panes of glass and typically are found at, or over, door head height or, sometimes, at
fanlight level. Two transoms may be used on taller shops with higher ceiling levels while occasionally,
within the upper areas of the shop front, a variety of window patterns, called transom lights, may be
encountered.
3.12
Mullions and Transoms together visually increase the apparent structural strength of the shop front
in supporting the building above. By breaking up large areas of plate and float glass they increase
the complexity and interest of reflections whilst helping to preserve the rhythm of the street scene.
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Shop Fronts Policy Guidance
They also enhance security, and reduce the cost of
replacing glass damaged by vandals. As the majority of
traditional buildings were modest in scale large areas of
glass alone are not considered appropriate. Cornices,
consoles, mullions and transoms should be retained,
repaired or if necessary replaced to the original design.
Doors, Doorways and Ironmongery
3.13
Traditional doors were usually recessed and
designed to complement the shop front.
Therefore recessed doors will be encouraged
as they have practical and visual advantages.
(See Figure 6).
Door furniture and ironmongery in the form
of handles and letterplates, etc, are important
details in the pursuit of good design. As such
their retention/introduction will be encouraged.
Fig 5 Mullions and Transoms together
split up large areas of glass
Colour Schemes and Materials
3.14
The sensitive use of colour offers enormous scope for improving the street scene but the choice of
colour scheme must take account of the building and its setting. Rich dark colours are often the
most suitable as they do not distract from the window display. Corporate colour schemes may be
attractive in isolation but can be inappropriate in the wider street
scene. In most traditional areas minor variations in a retailer’s
corporate colours may be needed.
As the majority of the Borough’s buildings are constructed of
matt finished, non-reflective materials there is a general
presumption, especially in conservation areas and listed buildings,
against using plastics, and acrylic sheets.
Timber is most suitable because it is easily machined and can be
worked to any profile. Maintenance is cheap with new coats of
paint and this in turn makes it durable over time. Stained
hardwoods are rarely appropriate as most traditional shop fronts
were painted timber; if they are proposed of non-sustainable
hardwoods then they will be discouraged on environmental
grounds, as well as being alien to the building itself. Glazing
materials should not be mirror glass or glass with highly reflective
coatings as these are features which visually damage traditional
townscapes.
Figure 6. A traditionally recessed
doorway
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Shop Fronts Policy Guidance
Fig 7. The relationships associated in a Typical Street Scene
Shop front unnecessary, with sign
writing kept at a discreet level
The dominant building on street has a correspondingly large
shop front. Panes of glass split by mullions. Fascia is correct
depth. Pilaster and stallriser proportioned correctly.
Shopfront respects the building in terms of scale and design.
Displays are incorporated into the existing window
openings. Sign writing on the glass removes the need
for two fascia signs.Traditional door maintained.
The smallest building has the smallest
display. Above the door head is a fanlight
which restricts the depth of the fascia.
4. Townscape Considerations
4.1
Figure 7 illustrates a typical street scene and the relationships that exist therein. The labels on the
diagram put some of the design elements into practice whilst the following section describes some
of the relationships prominent from the diagram.
4.2
From Figure 7, each building has its own shop front. With clearly defined vertical proportions such
as those shown, it is important to ensure that shop fronts do not breach these divisions by moving
into adjacent buildings. Where the shop front fills the whole width of a building it is necessary to
use pilasters and mullions to vertically subdivide the panes of glass to reserve the underlying rhythm
of the street.
Where there are a variety of building styles a hierarchy may be discernible. This in itself contributes
to the historic character of the town.
In Figure 7, the central building is clearly the most dominant and has by far the largest fascia with
the other buildings playing a secondary, but nevertheless important role. Developers should
respect this hierarchy by not producing proposals which may reduce the impact of an important
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Shop Fronts Policy Guidance
building or conversely raise the profile
of an unassuming one. Also as most
traditional streets do contain a variety
of building styles, a series of similar
shop front designs will almost always
be inappropriate. The only exception is
where there is a row of shops within a
terraced building as a whole.The
treatment and design of individual shop
units in malls can provide the same
kind of street scene under cover, so the
principles of shop front design apply
equally here.
This building demonstrates that in certain cases a
shop front that is unnecessary. The sign writing is
not overbearing, maintaining the natural
proportions of the building.
Traditional
hanging sign
4.3
Traditional
roller blind
Therefore each individual property
owner has a responsibility towards the
character of the town, as well as to his
own building. To avoid piecemeal
erosion of this character, every new
proposal will be considered in the light
of its effect upon the townscape and
also upon the building as a whole.
5. Signs and Advertisements
5.1
Signs and advertisements can make a significant contribution to the character of traditional
shopping areas and/or conservation areas but poorly designed incongruous signs can detract from
this character. All signs and advertisements should be
designed to complement the design of the building and
the shop front.
Fascia Signs
5.2
The character of the building must always be pre­
eminent with all fascia signs. The fact that a building may
be bland or of little architectural interest is not an excuse
for garish and over prominent advertising. This is because
many buildings play a self effacing role in the design of a
town, providing a backdrop for obviously more
prominent buildings.
On traditional shop fronts advertising was restricted to
painted signs within the existing fascia. One of the best
ways of advertising, especially in conservation areas, is
through the use of sign written lettering over a hand
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Fig 8. Demonstrating that a shop
front is not always necessary.
Shop Fronts Policy Guidance
painted fascia. Gold leaf shading, together with the careful mixture of colour tones helps to make a
sign easily read at night, thus minimising the need for expensive and unsuitable illumination. The
fixing of individual letters on the fascia is also acceptable so long as suitable materials are chosen; eg
wood and brass. Plastics are rarely acceptable. This technique is also useful where there is no fascia
and the letters need to be attached to the natural materials of the building. The size of the lettering
should be in proportion with the fascia so that it does not dominate and it is on this basis that
larger letters will be resisted.
5.3
Fascia signing should convey the essential message of the retailer, ie the shop’s name. Additional
advertising usually serves to confuse the message and detract from the shop front. Therefore
fascias sponsored by advertising will be discouraged as a rule and not permitted in conservation
areas,Taunton Town Centre or on listed buildings.
5.4
National, regional and local multiples should be prepared to modify their corporate identities
wherever necessary to be in keeping with the building and the wider environment. Again this is
especially pertinent in conservation areas and on listed buildings.
Illuminated signs
5.5
The illumination of fascia signs is rarely necessary. Internal illumination is particularly damaging, will
be discouraged generally and not normally permitted in the Town centre, conservation areas or on
listed buildings. Where a business is open regularly in the evening, some illumination of fascia, by
halo lighting of individual letters or by controlled downwash lighting, may be acceptable.
Spotlighting will normally be resisted. Attracting passers-by and improving security should be done
by internally lighting the window rather than the fascia. Careful lighting will enhance or highlight the
detail and intricacy of window displays and interiors.
Window Displays and Internal Advertising
5.6
The use of the shop front is for the displaying of goods for sale
and therefore the use of shop fronts for advertising space will be
discouraged. This is apparent where the proliferation of stickers
or indoor illuminated signs detract from the street scene and
confuse the message. Internal and external advertisements on
shop fronts will be resisted. However where a building has no
display, eg in the case of banks, bookmakers and building societies,
murals, photographs or other techniques could be considered so
that the value of the shop front is not lost. Businesses on upper
floors should only consider painted letters on their windows. This
is to avoid giving the building a cluttered appearance through the
proliferation of signs. The size and scale of this lettering should
not dominate the appearance of the window or building,
successfully illustrated in Fig 9.
Fig 9. Well designed, understated
window lettering becomes acceptable
where there is no fascia.
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Shop Fronts Policy Guidance
Hanging and Projecting Signs
5.7
In appropriate situations, for example, narrow streets, hanging signs can provide elements of
individual detail to enrich the street. Made from timber they are free swinging and suspended from
a rigid structure, usually a wrought iron bracket. A proliferation of hanging signs should be avoided,
especially in conservation areas.
5.8
Projecting signs are rigidly fixed from the side and are often made of translucent plastic and
internally illuminated. These are usually inappropriate for traditional streets and therefore they will
be resisted on listed buildings, in conservation areas and in Taunton and Wellington town centres.
Where they are acceptable, internal illumination will be discouraged except where the premises are
late opening.
Canopies and Blinds
5.9
Canopies and blinds can be a lively element in the street if they are designed correctly. Many
traditional shop fronts have retracting roller blinds which provide shade for the shop window and
shelter for shoppers.
Fig 10. A traditional retracting roller blind
which can be retracted only when necessary.
5.10
Fig 11. A non-traditional balloon canopy
which masks the fascia of the shop.
These examples usually involved no advertising; however Dutch blinds, fan blinds and balloon
canopies are now installed with the added purpose of increasing advertising space. These tend to
obscure the fascia (see figure 12) and introduce a dominant element out of keeping with the
traditional character of the Borough’s streets. The use of these non traditional blinds, and of plastics,
wet look or stretchy fabrics will be resisted. Therefore where blinds and canopies are needed they
shall be of a more traditional roller design.
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Shop Fronts Policy Guidance
6. Social Design Aspects
Access for Disabled
6.1
Whenever possible new shop fronts should accommodate
the needs of disabled people. As a general principle steps
should be avoided and doors should be capable of being
opened by people in wheelchairs. Handrails are helpful
where changes in level occur whilst frameless glass doors
should be avoided as they can prove dangerous to the
partially sighted. On listed buildings especially, the needs of
the disabled should be taken into account as far as possible,
commensurate with the need to preserve the character of
the building.
Shop Security
6.2
Security shutters are dealt with in a separate Local Planning
Authority document and therefore only require a passing
comment here; that they can be potentially very damaging to
the appearance of a shop front unless they are designed
sympathetically.
6.3
Fig 13. How the character and appearance of
an existing shop front is detrimentally altered
by the addition of a solid roller shutter.
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Fig 12. How the modern canopy
obscures the fascia and has no
relationship to the shop front.
The use of external burglar alarms boxes will
normally be discouraged but where they are
considered essential they should be fitted
within the fascia depth; occasionally they may
be better just above the cornice. External
alarm boxes will not normally be permitted
on listed buildings.
Shop Fronts Policy Guidance
7. Planning Law and Planning System
7.1
Alterations to shop fronts will normally require consent under the planning acts, the Advertisement
Regulations or both. Planning permission is required for any material change in the external
appearance of a shop; eg altering the glazing, changing materials, installing blinds and shutters or
enlarging the fascia.
7.2
Many signs require advertisement consent but some do not. Advertisement regulations are
complex and the Local Planning Authority’s advice should always be sought.
7.3
Demolition or partial demolition of a building in a conservation area may need Conservation Area
Consent. This will include the removal of a shop front or any features that give character to a
building. In turn any alteration affecting the character of a listed building requires consent. This can
include repainting in a different colour, installing a security system, shutters, blinds and
advertisements. Alterations to a shop’s interior in a listed building will require consent, as well as to
its exterior.
7.4
Once an application is received, the Local Planning Authority has a statutory eight week period in
which to reach a decision. However on occasion the more complex applications may go over this
period and here the applicant’s permission will be sought for this to happen. Potential applicants
are therefore encouraged to consult with the Local Planning Authority prior to submission,
especially in the case of listed buildings so that time can be saved during the processing of the
application.
7.5
To help in the efficient running of the Development Management System, and to act as a point of
reference in the determination of shop front applications, the following policy will be applied:­
EC16 Proposals for the alteration of construction of shop fronts will be permitted, provided that:
(A) the shopfront is well-proportioned, well suited to the character of the building of which
it forms part and of the street in which it is situated, and designed with due consideration
for the buildings and shopfronts on either side; and
(B)
independent ground floor access to the upper floors is retained, except where a safe and
convenient rear or side access is available or is provided as part of the development.
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Shop Fronts Policy Guidance
8. Conclusions
8.1
The positive planning and architectural advice contained in this document is intended to help in the
improvement of the shopping environment throughout the Borough, but especially in the principal
population centres of Taunton and Wellington. Appropriate designs rarely stem from pre-conceived
ideas and images; an assessment on site, of what is there and what would be suitable given the
context, is usually the best approach.
Applied sensitively to the location this approach should produce designs of lasting quality that will
bring credit to both the Borough and its retailers alike.
For any queries on shop front design and/or alterations please write to:­
Development Management
Taunton Deane Borough Council
The Deane House, Belvedere Road
Taunton, Somerset TA1 1HE
Telephone: (01823) 356356
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Shop Fronts Policy Guidance
If you require further information please contact:
Development Management,
Taunton Deane Borough Council,
The Deane House, Belvedere Road, Taunton,TA1 1HE
Tel: 01823 356459 Email: [email protected]
If you would like this document translated into other languages or in
Braille, large print, audio tape, or CD please telephone us on 01823
356459 or email us at: [email protected]
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Shop Fronts Policy Guidance
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