Electronic advertising board bid in Morpeth town centre is refused
A planning application for an advertisement board in a prime Morpeth town centre location has been turned down by Northumberland County Council.
The bid to install freestanding electronic equipment by the team that converted the former Brumell and Sample premises at 15 Bridge Street into five high-quality apartments was refused by council planning officers under delegated powers.
In one of its planning documents, the applicant said that the digital display was intended to operate as a curated platform for local businesses, community groups and town centre events.
However, in the view of the planning officers, the board would be inappropriate because “by virtue of its size, design and prominent position directly in front of a listed building, it would form an intrusive and incongruous feature that would harm the setting of the listed building and the character of the Morpeth Conservation Area”.
Morpeth Town Council made a similar point in its objection. It added: “Previous applications of this type have been refused and we see no reason to approve this one, which may set a precedence for future applications.”
The apartments are called the Bridge Street Apartments under the Northumberland Stays portfolio.
Its planning documents also included the following: “The unit offers affordable advertising space for independent traders who may not otherwise access prominent marketing channels. It also provides a centralised platform for community information, seasonal markets, cultural events and public notices.
“Bridge Street is an active commercial environment containing signage, hanging signs, fascia boards, lighting, and street furniture. The introduction of a modest, controlled digital display must be assessed within that commercial context rather than against an abstract ideal of architectural isolation.”