12 Sep 2025
Proposals to rebrand the St Albans branch of WH Smith with large window graphics have been refused in the wake of strong opposition from heritage campaigners.
The new owners of the store at 25 Market Place – TG Jones – wanted to emblazon their logo on the Upper Dagnall Street side of the Grade II listed building’s windows.
But the plans met with furious objections because of the impact they would have on the appearance of the building, which has historic significance as it may have been the former moot hall for St Albans, a predecessor to the Town Hall (now Museum + Gallery).
In their Heritage Statement, the applicants identified the building as being in a Conservation Area, but not as being a listed building. They also stated that the “signage is being replaced in like for like size, build, and colourways, so will not interfere with the aesthetics or integrity of the building in any way. Existing fixing points will also be reused to avoid creating any extra holes or disruption”.
St Albans Civic Society issued a public statement opposing the scheme.
Freda Chaloner, lead on the Planning Action Group, said: “We strongly object to the overbearing and out of scale signage on this important historic building – formerly the Town Hall. They would be detrimental to the appearance of this part of the St Albans Conservation Area.
“May we also point out the current hanging sign of an early WH Smith brand of a paper boy which should be carefully conserved and protected.
“We have no firm views on what the signage should be except that it should be smaller, less brash and in keeping with the historic building. My understanding is that listed building consent would be required to remove the W H Smith lettering.”
Professor Tim Boatswain, chair of Conservation 50, said: “My own view is that it is important that commercial signage in the city centre reflects the character and heritage of our historic city and the proposed TG Jones sign does not do that.”
SADC design and conservation officer (heritage) Gerard Livett carried out an examination of historic images of the site from 2009 to 2018 which indicated that there were no advertisements on this frontage during that period.
He said: “The proposal is for the use of two self-adhesive vinyl panels. While these would, in theory, be readily removed and not give rise to harm to the fabric of the host building, they would change the appearance of this part of the host building.
”The proposed dark blue colour would be at odds with the white-painted render of the upper floor of this important building. This would detract from the visual amenity of the building, and its historic significance as a former mediaeval moot house through the introduction of a contrasting modern material, in a colour that is at odds with the architectural interest of the building, as a timber-framed building with render infill, on the Upper Dagnall Street frontage.
“The previous name of the retail outlet was included on the fascia in a way that was more in keeping with the historic and architectural significance of the building.
“The use of the window panels would overpower the design of this part of the shopfront, resulting in less than substantial harm to the significance of the historic and architectural interest of the building for reasons outlined above. The harm would be in the upper half of the less than substantial scale, given the extent of the ground floor frontage that would be affected.”
He added: “The provision of two self-adhesive panels for advertisements would, by reason of their size, modern materials and colouring, be visually overpowering and would
harm the significance of this building through the introduction of modern materials and colouring that would detract from the historic and significance of this building as a former mediaeval moot house, and its architectural significance as a timber-framed building with render infill.”
Heritage England declined to comment on the scheme.
SADC subsequently refused the advertisement consent application, citing: “ By reason of their excessive scale, disproportionate lettering and modern materials, the
proposed advertisements would be a visually incongruous and intrusive element in the street scene to the detriment of local amenity.
“The proposal would result in less than substantial harm to the significance of the listed building, setting of listed buildings and wider Conservation Area and this harm would not be outweighed by the public benefit.”
The listed building consent application is pending a decision, with the consultation period closing on Saturday.
