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Decision details

16/1242/ADV - North West Cambridge Development Site, Madingley Road and Huntingdon Road.

Decision Maker: Joint Development Control Committee - Cambridge Fringes

Decision status: Recommendations Approved

Is Key decision?: No

Is subject to call in?: No


The Committee considered an application for the erection of two temporary illuminated totem signs on Madingley Road and Huntingdon Road. The signs would be erected on a temporary basis for a period of 3 years in order to assist with the opening of the store. 


Brian Nearny (Applicants Agent) addressed the Committee in support of the application. 


The Committee made the following comments in response to the report:


During the course of discussion Members:


i.  Highlighted the concerns of residents on the impact on Huntingdon Road, the scale of the signs and their illumination. The location of the signs within the Cambridge Green Belt in close proximity to a major traffic light junction.


ii.  Commented that the proposed signage defied the notion that the store was intended for use by local people and would encourage other retailers in the area to make similar applications.


iii.  Questioned whether a wayfinding scheme on site would represent an adequate replacement to the proposed signage that was more akin to an out of town supermarket.


iv.  Expressed concern regarding the size of the signs.


v.  Expressed concerns regarding the lack of consultation with Girton Parish Council and that the signs were merely advertisements designed to attract passing trade. 


vi.  Drew attention to the potential for increased traffic congestion that would be caused by the signs attracting additional custom to the store and noted that another store on Newmarket Road that was under construction did not have such large, illuminated signage.


In response to Member comments officers explained that the visual impact of the sign would reduce as foliage at the site matured and emphasised that the signs were temporary and intended to assist the store in establishing itself. 


The Committee:


Resolved (unanimously) to refuse planning permission contrary to the officer recommendation for the following reasons; the proposed two totem signs by reason of their prominent location, height, width and illumination would be unduly strident and out of character with their surrounding context on two key approaches into the City.  As such the proposal would cause significant harm to visual amenity, contrary to policies NW2 and NW4 of the North West Cambridge Area Action Plan 2009, government guidance contained within the National Planning Policy Framework (NPPF) 2012 and the Town and County Planning (Control of Advertisements) (England) Regulations 2007 for the reason above.

Report author: John Evans

Publication date: 20/03/2017

Date of decision: 14/09/2016

Decided at meeting: 14/09/2016 - Joint Development Control Committee - Cambridge Fringes

Accompanying Documents: