The proposed signage, by reason of its siting, scale and design, would appear over-dominant, cluttered and visually intrusive in the streetscene harming the character and appearance of the host property as a Building of Townscape Merit ('BTM') (non-designated heritage asset) and the character and appearance of the Conservation Area. The scheme would be contrary to the NPPF and, in particular, policies 28, 29 and 30 of the Local Plan, policy HC1 of the London Plan, the Shopfronts SPD and as supported by the CA17 Central Richmond Conservation Area Statement and Conservation Area Appraisal.
For the avoidance of doubt the Drawing No and Documents to which this decision refers are as follows:- Location plan; Proposed Front & Side Elevation; and Application Form received the 19th April 2026.
In accordance with paragraphs 38-42 of the National Planning Policy Framework, Richmond upon Thames Borough Council takes a positive and proactive approach to the delivery of sustainable development, by: * Providing a formal pre-application service * Providing written policies and guidance, all of which is available to view on the Council's website * Where appropriate, negotiating amendments to secure a positive decision * Determining applications in a timely manner. In this instance: * The applicants did not seek formal pre-application advice, and the scheme was found to be contrary to policy and guidance, and subsequently refused. The Council is ready to enter into discussions, through the Council's formal pre-application service, to advise the applicants of relevant policy and guidance; and where possible assist in the preparation of a new planning permission. More information on the pre-application service and relevant fees can be found online at www.richmond.gov.uk/pre-application_for_developers.
Understand planning application documents, officer reports and decision notices. Use a reading checklist, document table and worked example to inspect a case.
Understand pending consideration, approved, refused and withdrawn planning applications. Compare status labels and find the documents explaining each outcome.
Read planning drawings, floor plans, elevations and sections. Use labelled diagrams, a drawing comparison table and revision checks to understand a proposal.