Plans to demolish New Look in Stevenage town centre and build a 21-storey block of flats in its place have been assessed by the local authority, with concerns raised about the proposed height of the development.
The proposal for 9-11 The Forum would see the three-storey unit knocked down to make way for a 69-metre-high building of 225 flats available for rent.
Flexible commercial floorspace of around 430sqm would be provided on the ground floor.
Planning officers at Stevenage Borough Council have considered the proposal ahead of a planning application being submitted by developer Reap 1 Limited, to determine if an environmental impact assessment (EIA) is required.
Having assessed the possible impacts and effects of the proposed development, the council has concluded that an EIA is not required.
However, in a report prepared by the council's planning department, it says: "Officers believe the proposed building would be too high compared to the existing built context in the northern part of the town centre, and would be considered unacceptable in terms of its visual impact on the wider townscape.
"While taller buildings are acceptable in this part of the town centre, as confirmed by recent planning permissions, this is not considered a suitable site to accommodate a landmark, high-rise building significantly taller than those around it.
"A reduction in height of up to two storeys and incorporating the adjoining site formally occupied by BHS into the scheme would be viewed more favourably."
Listing a raft of positives, the report says: "The development would provide some new commercial floorspace and could help to drive up footfall in this northerly area of the town centre.
"The development would generate additional employment, through temporary construction jobs and permanent jobs in the commercial units.
"It would also generate an increase in council tax receipts and business rates revenue from the commercial unit.
"Zero car parking provision along with improved pedestrian and cycle connections will reduce dependence on the private car and promote healthy movement choices."
Reap 1 Limited says the proposed development "will positively contribute towards Stevenage’s housing delivery" and "bring forward beneficial social and economic effects in the wider area".
It is expected that, if planning permission is granted, demolition and construction will begin in May next year, and the proposed development will be fully operational by November 2028.
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