Lidl totem sign for new Shrewsbury store is thrown out
Lidl's bid for a seven and a half metre illuminated sign outside a new Shrewsbury store has been rejected by council officials.
The budget supermarket has been asking for permission to put up two of the "totem" signs, and other billboards around the new store, which will be built on land at Shrewsbury Town Football Club.
However, Shropshire Council's planning staff have turned down the application, claiming that it would affect the appearance for residents, and could "impact on the safety" of drivers.
A report outlining the reasons for refusing the application states: "There is existing signage for the football club which is three metres by 1.8 metres on 1.5 metre posts (therefore a total height of 4.5m) and unlit. This sign clearly advertises the football club and forthcoming matches. The proposed totem sign is considered to be excessively large and out of scale with the football club sign and the internal illumination will also add to the visual intrusion. A smaller, externally illuminated, sign would be considered to be more appropriate."
The company also asked for permission to put up six wall mounted billboards, each 3.25 metres by 6.3 metres.
Again the plan was rejected with planning officials stating: "These signs are considered to be excessive in size and number and result in a proliferation of advertisements which will be harmful to the visual amenity of the immediate area."