Brighton And Hove Protects Historic Lanes With Shopfront Design Decision
Council refuses illuminated signage plans for AllSaints store to preserve the character of the cherished Old Town Conservation Area.
Preserving Brighton's Heritage Character
Brighton and Hove City Council has made a decision that celebrates the city's commitment to protecting its historic character. On May 28, the council refused an application from AllSaints, the fashion retailer based on East Street, to install illuminated shopfront signage in the beloved Brighton Lanes.
The proposed design featured five sets of internally illuminated "fairground-style" letters, with an aluminium and steel fascia intended to span the length of the eastern frontage. The signage would have repeated the word "ALLSAINTS" in letters standing 35 centimetres high, creating a continuous visual presence across the shopfront.
Protecting Listed Buildings And Conservation Areas
Council planning officers explained their reasoning in clear terms. They noted that the proposed signage, "by reason of its scale, siting, materials and illumination, would be visually dominant and have an incongruous presence in the locality including on the host building."
The decision reflects the importance placed on maintaining the setting of the Old Town Conservation Area, home to numerous listed buildings and locally listed heritage assets. The council stated the proposal would "adversely affect the setting of the Old Town Conservation Area, the listed buildings opposite the site, and locally listed heritage assets within the immediate vicinity of the site."
Planning officers concluded that the signage would "appear incongruous and significantly jar with the historic setting," potentially harming visual amenity and the significance of heritage assets in this cherished part of our city.
About AllSaints
AllSaints is a British fashion retailer known for its raw, urban aesthetic. Founded in 1994 by Stuart Trevor and Kait Bolongaro, the brand was named after All Saints Road in Notting Hill, reflecting its vintage and rock-inspired ethos. Originally a menswear wholesaler supplying high-end retailers such as Harvey Nichols and Harrods, the company opened its first standalone shop in Carnaby Street, London, in 1997. Womenswear was introduced the following year.
Today, the company is headquartered in London and operates around 281 stores across 27 countries. In 2011, private equity firm Lion Capital acquired AllSaints, supporting the business through a challenging period.
A Win For Community Values
The council's decision demonstrates how local planning decisions can balance commercial interests with community heritage values. The Brighton Lanes, forming part of the wider Old Town Conservation Area, remain known for their historic character and protected heritage assets—qualities that make them special to residents and visitors alike.
Source: Clothing brand has plans for 'jarring' shopfront signage rejected