Concerns over proposed signs for Rushden’s new Lidl store

Lidl has applied for permission for illuminated signs and totems for its new store in Rushden
Lidl has applied for permission for illuminated signs and totems for its new store in Rushden
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Plans for illuminated signs and totems advertising a new supermarket have been recommended for refusal after concerns from several parties.

Lidl, which is building a new store on the site of the former recycling centre car park and council depot in Newton Road, Rushden, has applied to East Northamptonshire Council for illuminated signage boxes above the store entrance and two free standing totems with illuminated signage.

We do not live in Las Vegas, Wheatcroft Gardens is a quiet cul-de-sac and needs to be kept that way, not lit up with neon signs

A concerned resident

The proposed building signs would display the Lidl logo and be illuminated internally.

The totem would be 6m high and 2.1m wide, consisting of a series of aluminium panel signs containing information relating to the store and an acrylic Lidl logo sign at the top which would be illuminated internally.

One objection has been received and reference has also been made to it in an objection to another application relating to the Lidl store.

One of the objections states: “We do not live in Las Vegas, Wheatcroft Gardens is a quiet cul-de-sac and needs to be kept that way, not lit up with neon signs.”

Other concerns suggest the sign would be out of keeping with the area and the name above the entrance to the shop would be sufficient.

Rushden Town Council has objected to the plans.

It says consideration should be given to people living in Dell Place regarding any illuminated signs as they will have a direct impact on residents’ quality of life, particularly at night.

The local highway authority has also said it is concerned that the proposed totem by the main vehicular access to the store may obstruct visibility due to its proximity to the entrance.

Planning officers have recommended that advertisement consent be refused because the scale, position, materials, design and type of illumination would adversely affect the character and visual amenity of the area.

Members of the council’s planning management committee will consider the plans at 7pm on Wednesday, September 23, at the council offices in Cedar Drive, Thrapston.

To read the report in full go to http://www.east-northamptonshire.gov.uk/meetings/meeting/610/planning_management_committee_formerly_known_as_development_control_committee.