Historic warehouse plan opposed by Shrewsbury Civic Society
The design put forward for the renovation of a historic building would "overwhelm" it according to a civic society.
Shrewsbury Civic Society has registered objections over the redevelopment of The Stew in Frankwell.
Developer Gareth Leese has applied to Shropshire Council for permission to turn the disused warehouse into flats and commercial facilities including a cafe.
A previous plan to demolish the building and create a new hotel in its place was thrown out following a planning inquiry in 2015.
Although Shrewsbury Town Council is 'broadly in favour' of the plan, members of the town's civic society have now lodged a formal letter of objection with Shropshire Council.
In a letter to the planning department, the civic society said: "There is a real need for The Stew and Frankwell Quay to be developed. This is the first plan for The Stew's restoration but the design appears to overwhelm, rather than conserve it.
"The civic society was grateful to be shown the architects initial ideas last May. However, none of our comments were taken on board.
"Our main objections remain that too little of the building would be retained and the new storey and roofs would overwhelm the building's proportions and historic references.
"Additionally, this plan would be likely to restrict the further development of Frankwell Quay.
"The developer's press articles and other statements claiming that the plan would achieve architectural harmony are not convincing.
"In fact, we believe this design would have a detrimental effect on the surroundings, the building and the conservation area.
"The current application would demolish too much of the original fabric and the modern sections would dominate, overwhelming its historical significance."
The letter makes reference to the impact the building would have on people visiting Shrewsbury.
It states: "Just at an important entry point to the town, visitors would be met by a building which is, at the very least, confusing and lacking in coherence.
"Visitors arriving at Frankwell Car Park will first see a modernist mass, then the swamped elderly base, which will no longer proclaim its role in Shrewsbury's development."
The civic society added that the roofline was 'alien' and the gable ends 'would look perverse'.
The society concluded: "We hope this application will be rejected or substantially amended because its not good enough for the site."
Mr Leese was unavailable for comment.