SIGNAGE for a proposed card shop in Andover has been rejected, with planners saying it “would not be sympathetic to the traditional character” of the town centre.

Cards Direct Retail Ltd had applied to Test Valley Borough Council to erect new signage on the former Topshop premises.

In March 2020, Topshop confirmed it would be closing its Andover store. At the time the Advertiser reached out to the shop, but it declined to comment further.

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Cards Direct wanted to put up an externally illuminated fascia sign, externally illuminated projecting sign and externally illuminated sign over entrance doors, but last month council planners rejected the proposals.

In its decision report, the council said: “The proposed externally illuminated fascia sign, externally illuminated projecting sign and externally illuminated sign located in a prominent position with multiple public views would be unduly visually prominent and dominating in the street scene and would not be sympathetic to the traditional character of the locality of this historic town centre by virtue of its scale and vibrant colours.

“It would harm the amenity and historic character of the area by virtue of its brightly coloured imagery, and prominent location which would detract from the character and appearance of the area by virtue of its stark, bright appearance which would sit in contrast with the muted and traditional appearance of the historic High Street in which it would be situated.”

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Andover Town Council expressed no objection to the plans, but the borough council’s design and conservation were opposed, saying: “Illumination should be restricted within the conservation area as it can appear overly modern, detract from the historic area.”

However, the council did acknowledge that Topshop had an externally illuminated fascia sign lit with a trough light and a projecting sign lit with trough lights.

Cards Direct was established in 2012 and currently has 45 stores in high streets and shopping centres in the UK. Currently, the nearest Cards Direct stores are in Basingstoke and Southampton.