INTRODUCTION CURRENT APPLICATION

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1 08/00825/ADV ADVERTISEMENT CONSENT FOR INSTALLATION OF EXTERNAL WAYFINDING SIGNAGE COMPRISING INTERNALLY ILLUMINATED ENTRANCE PORTE COCHERE & TOTEM SIGNS AND NON - ILLUMINATED DIRECTION SIGNS & LAMPOST BANNERS ON AND IN THE VICINITY OF THE CENTRE MK AT Land At And Adjacent To Thecentre:mk Building, Together With Land South-West of North Eleventh (E1.1),, Land South-West of Marlborough Gate (E2.4),, And Land North-West/South-West of The Food Centre FOR Joint Owners of Thecentre:mk Shopping Building INTRODUCTION The application site is the Centre MK building and land within the vicinity of it. It forms a major part of the shopping area of Central Milton Keynes. CURRENT APPLICATION Advert consent is sought for the installation of external wayfinding signage at the entrances of the shopping centre. The proposal will effectively constitute replacement signage to the existing adverts at the entrance doors. At the 'secondary' entrances the existing welcome panels (the majority of which are located in between the doors with others to one side) are to change with the existing vinyl replaced with a purpose built illuminated panel and tinted vinyl will be applied above the doors. Existing welcome signs apparent on the porte cochere (the roofed structures extending from the entrance of a building over an adjacent highway) are also to be replaced as part of the scheme. External graphics are also proposed to the external elevations of the building at empty store fronts and key locations on the building. In addition to this, existing vehicular entrance totems, coach signs, billboards, entrance information, manifestations and high level totems are to be replaced with new corporate branding. The advert scheme is a principal re-defining of the walkways within the shopping centre. A colour coded scheme is proposed that will define the walkways running north-south and will link in with coloured parking areas within the centre. It is proposed as an aid to visitors to the shopping centre in terms of orientation and finding parked vehicles. The application has been amended since its original submission. Following concerns raised by officers, the proposed totem signs either side of the porte cochere along with the transparent strips applied to these and the portal entrances at City Square and Sunset Walk entrances originally constituting (83)

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4 part of the scheme have been withdrawn. A number of proposed flag advertisements were also considered to be unacceptable to the Highways Authority and these have also been withdrawn from the scheme. Further elements were withdrawn, these being at the 'primary' entrances (Silbury Arcade and Sunset Walk in the vicinity of Marks and Spencer and John Lewis) where a vinyl banner was proposed to be hung internally from the ceiling behind the glazing. There were 5 of these banners proposed. As a principal factor of the application is the colour coding of the adverts the plans have not been reproduced in the agenda. The plans will be put on display in the Council Chamber on the day of the meeting. MAIN ISSUES 1. The principle of development. 2. The impact on the amenity of the area. 3. The impact on public safety. RELEVANT PLANNING HISTORY 08/00820/FUL - Planning permission was granted for two storey extensions and alterations to existing buildings on the east and west flanks of queens court to provide four restaurant/cafe units and two pedestrian arcades linking Silbury and Midsummer Arcades and hard and soft landscaping works to Queens Square. 07/00360/FUL - Planning permission was granted for the erection of temporary uniflex canopy structure from 1st March 2007 until 31st January /01163/OUT - Planning application is as yet undetermined for revised outline proposals for a limited area of the approved development comprising revisions to siting of the new open market 07/01043/OUT - An application for revised outline proposals for a limited area of the approved development comprising of revisions to siting of multi-storey car park, residential development and provision of shop mobility unit (as amended by replacement Daylight and Sunlight) was withdrawn prior to determination. 07/00577/REM - An application for new toilet provision off Field Walk South was withdrawn prior to determination. 06/01291/FUL - Planning permission was granted for the variation of conditions 4 and 5 of outline planning permission 02/01827/OUTEIS so as to enable the re-phasing of elements of the retail development and of the multistorey car parking provision. (86)

5 05/01565/FUL - Planning permission was granted for the erection of a temporary uniflex canopy until 15th January 2006 at the Pergola Queens Court RELEVANT PLANNING POLICY The Council's Adopted Supplementary Planning Guidance Outdoor Advertising Policy February CONSULTATIONS On the originally submitted scheme the following comments were received: English Heritage commented stating that they 'were consulted during the development of these proposals and generally support the aspiration to provide a greater visual legibility for those using the centre. However, there is a need to balance this aspiration against the architectural and aesthetic values of the design of the building, in particular its neutral colour palette and consistency of elevation. We did request that an explanation for the proposed colour palette was submitted with the application, which we do not appear to have received.' The justification has been requested and Members will be verbally updated if any further information is received. English Heritage advised that it was not necessary to consult them further. The Highways Engineer, Development Control, in considering the revised plans has produced a lengthy assessment list. In order to take each sign into account this has been annexed for Member's convenience. In summary there is no objection raised to the majority of changes at both the primary and secondary entrances. Where it has been recommended that certain elements be withdrawn this has been done so by the applicants. Confirmation of dimensions in order to assess illumination levels as requested is being provided at the time of drafting this report. The assessment concludes a number of proposed lamppost banners are unacceptable and these have also been withdrawn from the scheme at the request of the applicant. The Twentieth Century society object to the application stating: 'The building functions as a civic realm, which has areas of commerce (the arcades) and public space, (Queen's Court). The current proposals, particularly the large branding notices on the end elevations of the twin arcades would do tremendous damage to the way the building is perceived and appreciated. The 'wayfinding' colour-coding and signage would likewise do damage to the carefully designed porte-cochere and would seem to be an unnecessary change. The Society knows of no particular difficulties with wayfinding currently at the building and we urge Milton Keynes to reject these proposals. We would again remind you that DCMS will shortly be making their decision on our listing request. (87)

6 Central Milton Keynes Parish Council object to the proposal stating it is a 'thoroughly ill conceived concept, and totally out of character with the building' The applicant appears to have a lack of understanding of the characteristics of the public realm around and within the building, the portes cochere already mark the entrance, the cross walks and main arcades are named so that the building acts as a grid of streets. With a map most members of the public can find their way, the belief colour will somehow make it easier to navigate the Centre fails to recognise that a stranger will not know if entering a red door that the colour is significant, as all the doors could have been red. 'We have referred to the Milton Keynes Local Plan in considering this application, along with the management agreement between the Borough, English Heritage and the applicant. Our conclusions are: - The proposal will undermine the high standard of design incorporated in the original building - Local Plan policy CC8 - Cluttered streets resulting from these proposals is not to be confused for an active street as it does nothing to enhance the public realm, it only adds to the current collection of objects littering the pavements - Local Plan policy CC8 (iii) - The proposed material and detail design is not compatible with the appearance and quality of the original building, which English Heritage consider to be worthy of a Grade II* listing - Local Plan policy CC8 (vii) 'This is an unnecessary branding exercise which is not welcome as it fundamentally lowers the perception of a quality environment. - Local Plan policy CC13 'CMK Parish Council also believe that all decisions with reference to the building should be deferred pending the Minister's decision regarding the present application to have the building listed.' 16 third party letters of objection have been received raising the following issues: - Out of character with the building and undermine the high standard of design. - Colour scheme is overbearing - Existing signage serves well enough for way finding. - Does not enhance public realm and adds to clutter - Proposed materials and design detail not compatible with a building considered t be worthy of listing. - Threatening people may lurk behind the vertical elements of the proposal. - No justification for the proposal. Following the first set of amended plans being received a reconsultation process was undertaken with the following further comments received: Milton Keynes Partnership stated there are 'serious concerns about the negative visual impact the proposals will have and consider that they the quality and appearance of the building.' (88)

7 Urban Design strongly recommended that the application is either recommended for refusal of withdrawn. The primary entrance panels in particular while not helping with wayfinding at all, substantially negatively impact on the setting of the building and the simplicity of its appearance. Further discussion around the secondary entrances might be possible in order to make them acceptable but as currently proposed they detract from the simplicity of the building. The Highways Engineer Development Control raised no objections subject to conditions with the exception of a number of lamp post banners. The Twentieth Century Society continues to object to the application and stand by its previous response. 2 third party objections received continuing to object on the grounds of necessity and that no decision should be made until the possible listed status of the building is determined. A further consultation period has been undertaken on the latest (second) amendments which will expire prior to the meeting and Members will be verbally updated with any comments received on the evening. CONSIDERATIONS Principle of development The principle of development is considered acceptable as the Council's adopted Outdoor Advertising Policy allows for advertisement development at major retail developments. It states that the greatest opportunity for quality and innovative advertising is within the central area in which the shopping centre is located. Well designed and innovative signs can make a positive contribution to the vitality and viability of the City Centre. On these streets, advertising should focus on the principal elevations and entrances to buildings, or strategic locations such as corners and meeting points where advertising can assist with orientation and wayfinding. In all cases advertising must be of the highest design quality and be appropriate to surrounding uses and context. Advertising coming forward in this area must be the most innovative and original. The guidance states that the following forms of advertisement will generally be permitted within this area:- - Illuminated and non-illuminated signs and fascias - Illuminated and non-illuminated advertising panels and hoardings - Flag advertisements, lamp-post and pole signs and canopy signs - Captive balloon advertisements The general approach to dealing with advertisement applications is very similar to that for dealing with planning applications, but there are two important differences. Firstly, the display of outdoor advertisements can only (89)

8 be controlled in the interest of "amenity" and "public safety". Secondly, with only minor exceptions, the applicant does not have to prove that they need the advertisement. As with the main development control system, control over outdoor advertisements should be efficient, effective and simple in concept and operation. The control system is not intended to delay the display of acceptable advertisements. It is an enabling system, intended to ensure that only those advertisements, which will clearly have an appreciable impact on a building or on their surroundings, are subject to the Council's detailed assessment. Amenity is usually defined in terms of the appearance of the advertisement itself, and the characteristics of the area where it is to be displayed. The Council should consider the impact the advertisement has, including cumulative effect, on the local characteristics of the neighbourhood, including scenic, historic, architectural and cultural features. Amenity does not extend to the content or subject of the advertisement, which is not controlled through the advertisement regulations, although it may sometimes be regulated by other means. Public safety means considerations which are relevant to the safe use and operation of any form of traffic or transport on land (including the safety of pedestrians), over water or in the air. So for this purpose, the Planning Authority must assess the likely effects of the advertisement in relation to such matters as the behaviour of drivers, possible confusion with other traffic signs or signals, possible interference with navigational lights or aerial beacons. The impact on the amenity of the area The shopping centre has a very distinctive character. As stated by English Heritage it is noted for its neutral colour palette externally and its consistency and simplicity in elevations. The introduction of a wide range of colours will affect the appearance of the building. However, the impact on amenity has been significantly reduced by the withdrawal of the originally proposed totem signs and new alterations to the porte cochere. It is also considered that this has addressed the concerns with interrupting the clear visual lines of the building. The entrance signs are now focused on the doorways which are recessed from the principle elevations of the building. Externally, the majority of signs are now replacements for existing. It is considered that the colour scheme is justified in light of the need to have distinguishable colours to define the walkways. As stated the illuminated welcome panels and associated vinyls are not considered to disrupt the simplicity and consistency of the external character of the building and this will be retained. Sited in the door areas of the building it will not interrupt the clear and distinct visual lines of the building and is therefore considered to be acceptable. The remaining signage proposed on the porte cochere is a replacement and while adding stronger colour would be a minimal addition to these structures that would not adversely affect their original character. The removal of the internal hanging banners from the scheme removes the most prominent aspect from the proposal. (90)

9 Concern regarding the colour scheme should only be considered in terms of any amenity impact, and not as a concept in principle. The proposed colours will be displayed at the meeting which show that they would not be as bright as shown on the plans. With a matt finish the colours, while materially affecting the entrance ways, are not considered to be prominent to the point that harm occurs to amenity. When sat in the context of existing shopfronts on the external elevations the impact is not considered to be detrimental. The banner signs have been assessed and those banners that were deemed unacceptable by the Highways Engineer in accordance with their comments have been withdrawn by the applicant. This aspect of the proposal largely consists of replacement banners and is not therefore considered to constitute visual clutter and therefore is considered acceptable. The external graphics are considered to be acceptable as they would not look out of place given that there are a number of units in the building that have frontages facing the parking areas and others that do not but have advertising in these locations as well. The replacement vehicular entrance totems, coach signs, billboards, entrance information, manifestations and high level totems are also considered acceptable subject to the conditions recommended by the Highways Engineer as the new scheme retains a neutral colour comparable to the existing scheme. As a result the amended signage proposal is considered to be acceptable as it would not result in a detrimental impact regarding amenity and is coherent with the councils adopted guidance on outdoor advertisements. The impact on public safety The plans have been assessed by a Highway Engineer with regard to this aspect. The opportunity to limit the extent of illumination on signs means that it is possible to restrict glare and distraction to motorists as a result. The original scheme proposed a number of unacceptable signs in terms of highway safety and also a number of signs on land owned by the Highways Authority. These have been withdrawn from the scheme at the applicants request and it is considered that the Highway concerns have been addressed and the proposal is therefore not considered to cause detriment to public safety and is therefore compliant the Council's Outdoor Advertising Policy Regarding the objection of people lurking behind the proposed totems, these have been withdrawn from the application and therefore this issue has been addressed. The application should not be deferred until a decision is made over whether to list the building or not. If the building is granted listed status and the signs at present are considered to be unacceptable the Local Planning Authority may consider discontinuance action against any advertisement, if the (91)

10 authority considers it expedient to do so in the interests of amenity or public safety. Such action would only be taken to remedy a substantial injury to the amenity of the locality, or a danger to members of the public. This application should not be delayed in its decision. The applicants have a right to appeal a non-determined application if it remains as such which would then require assessment of the scheme. RECOMMENDATION It is recommended that advertisement consent be granted for the amended proposals subject to standard advertising conditions set out in the regulations and the conditions set out by the Highways Engineer relating to luminance and location. Report author / case officer Alex Harrison Contact details alex.harrison@milton-keynes.gov.uk (92)

The following provisions shall apply to the Plant Riverside sign district:

. Plant Riverside sign district created. The following provisions shall apply to the Plant Riverside sign district: (1) District identified. The Plant Riverside sign district shall be that area of the