CONTEXT AND JUSTIFICATION 

The image of the City Centre is vitally important to the ongoing success and strengths of the area. It has been improved through the introduction of high quality public realm works.

The appearance of shops and shop frontages contributes greatly to the overall image of the City Centre. It is essential that shop frontages are of a high quality that respect the building style, proportion and architectural detail. It is important that corporate image does not detract from good shop front design.

In assessing proposals for shop frontages within the Central Conservation Area and the ground level frontages of listed buildings, account will be taken of what exists at present and what is revealed in any preliminary down-takings. The key characteristics that will be used in assessing shop front design are the proportions of the shop front relative to the building, and the proposed materials which must be of a very high standard.

1. Shop frontages in the City Centre and their signage shall be designed having regard to the quality and character of the buildings and context, proportionality and materials (see policy SC 13: Shopfront Alterations and Shop Security and policy DES 8: Signs and Advertising for additional details);

2. Shop frontages must be of a very high design standard and use high quality materials, (e.g., stone, marble and good quality primed timber, as appropriate); and

3. Renewal or substantial alteration of any shop front in the Central Conservation Area, or listed buildings outwith the Central Conservation Area, shall restore original proportions and other appropriate design features from records or as revealed in preliminary down-takings.