Split decision on Bury St Edmunds Primark signage as LED strip light labelled ‘visually incongruous’ with street scene

A split decision has been made on signage for Bury St Edmunds’ new Primark after an LED strip light was branded a ‘visually incongruous addition’ to the street scene.

Primark sought advertising consent for the store which is due to open on the ground and first floors of the former Debenhams at the town’s arc Shopping Centre.

West Suffolk Council officers recommended a split decision on the plans as they were in favour of an illuminated fascia sign but not an illuminated LED linear strip light.

In a report, they said removal of the LED strip light was encouraged by officers but the applicant’s agent insisted on its retention.

The illuminated fascia sign, which was approved, was the only element of the proposal considered to be suitably and aesthetically sympathetic to the area, they said.

However, officers refused the LED linear strip.

They said the strip light failed to comply with the arc design guidelines and the proposed advertisement was considered a dominant and visually incongruous addition to the street scene, detracting from the visual amenity of the area.

One resident asked for the lights of the sign to be switched off by 11pm.

A condition said it would only be illuminated during the store opening hours.

Although a date for the highly-anticipated shop has yet to be revealed, a vacancy for the store manager position has been posted on the company’s website.

When announced last November, Primark was expected to open before the end of this year.