Proposed remodelling of the shop-front signage for a new Tenby business have been slammed as "a sad example of bland brand design pollution" by the town's Civic Society.
In a letter to the Pembrokeshire Coast National Park's development control committee on Wednesday, the Civic Society wrote that Clinton Cards' proposals for their new shop at 42/43 High Street, were a "missed opportunity" and "inappropriate in this conservation area setting."
They felt that as a "highly profitable company," Clinton Cards "could afford to present a better public face" in Tenby and the National Park, particularly as this was a grade two listed building.
"Local owners and designers regularly produce much more fitting designs than this," said the Civic Society. "There are no signs to us that the applicant is aware there is a conservation area in Tenby.
"These applications are a bland rehashing of the present 'glass hole' shop frontage... giving a much too lateral appearance below the more varied detailed elevations above them."
The Civic Society also felt that the shop-front remodelling should feature "at least a few features that would match the character of above it, reflect the period of its origin and the character of the conservation area and the buildings surrounding it.
"We would welcome the applicant consulting the conservation section of the authority, as relatively minor changes could achieve the elegance of the recent hair salon refurbishment nearby," the Civic Society concluded.
Development control officer, Mrs. Cathy Milner, told the meeting that Park officers agreed with the Civic Society that there was a need for "a much higher standard of design and detailing in such a sensitive location."
She claimed that the present shop front was "a rather bland example of 1960s retail architecture" and felt that there was an opportunity to improve the property and its contribution to this part of Tenby's conservation area.
Park officers had met with the applicant's agents on site to discuss the concerns and a revised scheme was now being prepared.
"The scheme proposed is very poor given the location, and Tenby Civic Society's comments are very relevant," she said.
"A revised drawing addressing our concerns has been prepared and we hope that the applicant will agree to carry out the work in line with it."
Mrs. Milner asked for the committee to give officers delegated powers to determine the application on the strength of this.
If, however, Clinton Cards were not prepared to adopt the revised scheme, it would be brought back to members.
"If it is not possible to reach a compromise, I regret I shall have to recommend refusal due to the adverse impact it would have on the character and appearance of this prominent property in the conservation area," she commented.