Hoylake Village Life Shopfront Design Guide

SHOPFRONT DESIGN GUIDELINES DRAFT ONLY: NOT FOR RELEASE

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Published by Hoylake Village Life 6 Market StreetHoylakeWirral CH47 2AE

© Hoylake Village Life 2011

NOTE: Unlike many councils in the UK, Wirral Council do not have aShopfront Design Guide, however the Council’s UnitaryDevelopment Plan (UDP) policies and planning, building controland other legislation and regulations referred to in the text of thisguide do cover some cosiderations and guidelines for shopfrontdesign. These were current at the time of publication. As UDPpolicies and government legislation may have changed over time,it is recommended that you consult the Wirral Council’s currentUDP before carrying out any work. This is available on the Council’swebsite at:

www.wirral.gov.uk/udp/oneudp1.asp?id=SH8 for policy revisions.

Planning permission (and possibly building control) forshopfront replacements and in some cases shopfrontimprovements must always be sought and approved before anywork is undertaken.

Applying for retrospective planning permission is stronglydiscouraged.


Preamble ..........................................................................................................5Introduction ....................................................................................................7

1. Shopfront elements ................................................................................9Retaining and reinstating original features..............................9Heritage paints ..................................................................................9Materials ............................................................................................11

wood..............................................................................................11stone ..............................................................................................11concrete........................................................................................11render............................................................................................13tiles ................................................................................................13glass ..............................................................................................13cast iron ........................................................................................15aluminium....................................................................................15upvc ..............................................................................................15

2. Canopies, awnings and other physical embellishments ........17Canopies ............................................................................................17Awnings..............................................................................................17Outdoor seating areas ..................................................................17Plants, trees and shrubs ................................................................19

3. Signage and advertising ..........................................................................Materials ..................................................................................................Surface mounted..................................................................................Projecting................................................................................................Free standing ........................................................................................On glass....................................................................................................Branding ..................................................................................................Illuminated signage ............................................................................

4. Security ..........................................................................................................Anti-Shatter Film ..................................................................................Security Glass ........................................................................................Solid Timber Shutters ........................................................................Internal Lattice or 'Brick Bond' Grilles............................................External Lattice or 'Brick Bond' Grilles ..........................................External Mesh Grilles ..........................................................................Doorways ................................................................................................Solid Roller Shutters ............................................................................External Alarm Boxes/Foil Strips ....................................................Statutory requirements relating to alarm boxes ......................

5. LegislationPlanning Permission............................................................................Listed Building Consent ....................................................................Conservation Area Consent..............................................................Building Control....................................................................................Planning Policies ..................................................................................

Alterations and Extensions ....................................................................Conservation Area: Preservation and Enhancement ....................Protection of Listed Buildings................................................................

6. Residential Amenity ..................................................................................

7. Contacts, Suppliers and Further Information....................................

Hoylake Village Life • Shopfront Design Guide 3

CONTENTS


Figure 1: An example of a high quality shopfront using simple design, clear branding, good typography and heritage colours


Years of inappropriate planning control and development alongwith poor enforcement of existing council guidelines have had asevere detrimental effect not only on Market Street’s buildings butalso on the street scene, which impacts directly on the tradingpotential of businesses.

But the situation is reversible. A co-ordinated effort, supported bylocal businesses, property owners, agents, the council and thegeneral public, could transform Market Street into a busy, vibrantstreet that attracts shoppers from across the region to shop at arange of high quality niche outlets; shops, restaurants, cafés, barsand galleries...

Anecdotal local research shows that most local people would liketo Hoylake to develop as a ‘home town’; not a ‘clone town’. Whilsta few national or regional chain stores would certainly help boostfootfall, the preferred and perhaps more realistic option lies in ahealthy mix. However, unless we address the issue of co-ordinateddesign first, we will find it very difficult to attract new businesses.

Hoylake Village Life have embarked on a comprehensiveprogramme of marketing, contacting successful regional andnational businesses, and we have been monitoring the reactionand rationale offered by those businesses who will not currentlyconsider Hoylake.

We are also studying qualitative data sources such as Experian’sGOAD report for Hoylake, and will be reviewing this in the contextof the results of the 2011 census, which we believe will show asignificant improvement in the demographic balance of Hoylakeover the last five years.


In the meantime, using data from Experian’s GOAD report forHoylake and the Roger Tym Core Strategy Spatial Options Report,Hoylake Village life have calculated that Hoylake has a currentannual comparison trade turnover of £15-£30 million. On thisbasis, Hoylake is underperforming by between £30-£45 million perannum. In other words, with careful planning,we could double, triple or quadruplecomparison retail trade in Hoylake. A similaroutlook potential exists for other sectors.

Without intervention, Hoylake’s decline couldcontinue, with perhaps only the occasionalgolf tournament offering any respite. Wemust resist any temptation to rely on this asthe lifeblood of the local economy... the peaksand troughs created by this opportunity willcontinue to do more harm than good unlesswe act now, as a community.

This design guide is part of Hoylake Village Life’s wider plan tobuild a more sustainable future for Hoylake and we urge councilofficers, residents, businesses, landlords and agents to support it.

We hope you find this helpful. We encourage you to discuss theconcepts contained within with friends, family and colleagues. Weneed a groundswell of support for this initiative and, if you are ableto help us develop these ideas further please contact us [email protected].

Using data from Experian… Hoylakeis underperforming by between

£30-£45 million per annum. Inother words, with some careful

planning, we could double,triple or quadruple the business

for retailers in Hoylake

PREAMBLE


Figure 2: Contemporary graphics blend perfectly well with a traditional shopfront if professionally designed


Colour is also extremely important and we are proposing a colourpalette which, whilst not prescriptive, does show how important aconsideration colour is.

Signage of all styles, sizes, materials and colours compete forattention in Hoylake. We understand why; shopkeepers andbusinesses feel a need to grab attention to get people in the door.But therein lies a problem when we look atthe bigger picture. Rather than beingappealing, Hoylake as a whole drives peopleaway; we are presenting a visual overload,known as visual clutter. Less is more...

Retail branding should be undertaken by aprofessional marketing and design agency.There are a number of local companies whocan offer this service and there are also regional and national retailbranding specialists, for example www.yellow-door.com (thecompany run by Mary Portas, who rebranded the Three Sistersshop in Hoylake in 2009).

Whilst attractive street frontage is proven to benefit trade and thelocal economy, we recognise the need for property owners to useappropriate security measures. We believe there are optionscommensurate with the low level of risk in Hoylake, which wouldhave a minimal effect on the street scene. The guidelines offeredwithin this document supplement advice provided by the HistoricTowns Forum (www.historictownsforum.org).


This document has been produced by Hoylake Village Life inresponse to the retail decline of Market Street Hoylake. Ourrationale, which is supported by empirical evidence, is that thisdecline is reversible, in particular if we adopt a creative, brand-ledapproach which is supported by local businesses and residents.

Through this, we aim to encourage local businesses as well asWirral Council to place a greater emphasis on suitable shopfrontdesign, full enforcement of existing policy and the creation of newpolicies to support these guidelines.

Whilst it is important to preserve the character of buildings and,where possible, reinstate original features, we recognise thatthere are many circumstances in which this cannot be achieved;for example where original features have been partly removed orbadly damaged and the costs of reinstatement are prohibitive. Inthese instances contemporary design is appropriate, but only ifwell designed and well built, using high quality materials. Indeed,high quality contemporary design is much preferred to low quality‘pastiche’; poor attempts at recreating ‘original’ features.

Unfortunately, Market Street is blighted with many examples of anequally unattractive scenario in this regard; where the ‘design’ iseither amateur or there has been no design considerationwhatsoever (the difference is often negligible). However, on closerinspection, it can be noted that many buildings along MarketStreet have original features that could be restored, highlightedand incorporated in to new shopfront designs. In addition, the useof Victorian ‘box lot’ type awnings, for example, offer a way toblend traditional and contemporary style.

High quality contemporary design ismuch preferred to low quality

‘pastiche’; poor attempts atrecreating ‘original’ features

INTRODUCTION


Figure 3: Component parts found most commonly on original shopfronts. Note the internal grille


Retaining and reinstating original featuresWe are fortunate in Hoylake to enjoy a high quality Victorian andEdwardian built heritage, whose potential impact is enhanced byour outstanding natural seaside environment, that could largelybe restored and enhanced to its former glory. In that context it isworth basing the principles of shopfront design on standardsadopted at the time. These principles can still be applied to acontemporary shopfront; the key factor is quality.

Whilst in many cases, original shopfronts have been completelyreplaced, often using poor quality design and materials (a practisethat continues to the present day), it is both helpful and importantto consider and emphasise the whole building, including theupper floors, when designing a new ground floor shopfront.Traditional and original features on the upper floors, if preservedand enhanced, can enable a contemporary frontage on theground floor to work well, but this must be done sensitively.

The illustration above shows an example of a traditional shopfrontand the names ascribed to individual component parts.

It is essential to retain original features that are in good condition.Where the condition has deteriorated significantly due to poormaintenance in the past, restoration options should always beexplored first. This need not be prohibitively expensive; grants areavailable and HVL can offer support and advice in this regard.Original features should never be removed without first exploringall options to restore them.

Retention of original features does not preclude contemporarydesign. A high quality contemporary design can incorporate

original features seamlessly, but it is essential to employ a designeror architect with experience in this field.

If you wish to recreate an original style shopfront from scratch, agood joiner will be able to build an attractive stallriser and cill,replacement panelled door, with attractive mullions (vertical),transoms (horizontal) and fascia. Figure 1 above is offered as asuggested starting point; your joiner will beable to help advise on alternatives dependenton your needs. A shopfront design companyspecialising in bespoke Edwardian orVictorian style traditional shopfronts will beexpensive but the results will be extremelyhigh quality.

Heritage paints Colour plays a pivotal role in the street scene.When we decorate our houses, we look atcolour charts provided by paintmanufacturers. We choose complimentary colours within roomsand for adjacent rooms, testing them out on walls to see what‘works’ and what ‘clashes’. The same principle applies to ashopping street, but in this context it takes competing businessesto work together to achieve this.

If there is a lack of co-ordination between businesses we willinevitably find such clashes. Scarlet red next to green; bubble gumpink next to orange. Hoylake’s Market Street buildings areprincipally Edwardian and Victorian. We are therefore suggestingthat we adopt a heritage paint pallet and encourage businesses towork together to consider this when they next redecorate.


1. SHOPFRONT ELEMENTS

This need not be prohibitivelyexpensive; grants are availableand HVL can offer support and

advice in this regard. Originalfeatures should never be

removed without first exploringall options to restore them


Figure 4: Dulux Heritage paint colours


Most paint manufacturers have heritage paint ranges, with helpfulaids such as colour wheels. For example, if one shop paints theirfrontage in a neutral ‘old white’ (Farrow and Ball No. 4); perhapsthe adjacent shop will consider another complimentary colourfrom the same range?

Using heritage paints should not be seen as an attempt to re-create an ‘old fashioned’ environment. Indeed, many heritagecolours can be very effective in a contemporary environment. Thekey issue is colour co-ordination. Colours that blend well, areattractive, relaxing, enticing, welcoming.

An attractive, co-ordinated colour scheme helps increase footfall,and in turn improves the economic prospects for local businesses.

MaterialsWoodAll wood used in shopfronts should be sourced from a sustainableforest and carry FSC accreditation.

Hardwoods are generally expensive to buy and much moredifficult for joiners to work with. If hardwood is a viable option foryour shop frontage, then we recommend staining and varnishingwith at least five coats of a marine varnish to withstand prolongedexposure to salty air, wind and rain.

We recognise that in most cases, softwood is the only affordableoption. Softwoods are generally sourced from sustainablymanaged northern european forests and are therefore the mostenvironmentally friendly material to use. With current spraypainting techniques, most soft wood window frames and doorscan be spray primed and painted at the factory with at least threetop coats of paint, prior to glazing and installation on site.Softwoods painted in this way will have a very long life in a harsh

outdoor environment, requiring minimal maintenance andrepainting only after about five years. Primed and paintedsoftwood windows and doors can be manufactured at acomparable cost to UPVC.

StoneStone can be incorporated into a shopfront tovery good effect. Wirral is known for itsprevalence of red and yellow sandstone,which can be easily purchased fromreclamation yards. If facing a wall, stallriser orother feature with sandstone, it can be cut into thin ‘slices’ andattached to a concrete block framework to reduce the amount ofmaterial required. Therefore a large area can be clad at minimalcost. Pointing should be in a complementary colour and should be‘cut in’ to finish it attractively. Welsh slate is also an attractive localmaterial, and offers a very high quality contemporary finish whencut, polished, sealed and applied to a building face.

For a ‘good as new’ finish to be maintained on porous naturalstone over the long term, regular sealing will be needed to protectthe stone from staining and marks. Alternatively, rough facedstone can be ‘aged’ quickly by applying a coat of yoghourt andleaving the surface exposed to the elements.

Contemporary shopfronts can also incorporate stone: in particular,composite stone ranges are available that offer a high qualityappearance at a reasonable cost. Most are intended to be appliedin a ‘dry wall’ fashion, with blocks butting together using adhesiverather than being separated by mortar and pointing.

ConcreteConcrete is a flexible and much maligned contemporary materialthat is well worth considering. When highly polished, it creates a


We choose complimentary colourswithin rooms and for adjacent

rooms, testing them out onwalls to see what ‘works’ and

what ‘clashes’


Figure 5: Well designed shopfronts and discreet but attractive signage and stallrisers


low maintenance, high quality surface with a very long ife. It ispossible to add local natural stone and seashells to the mix to offera natural ‘organic’ appearance. Polished concrete also makes anexcellent worktop surface. Polished concrete should be sealed. Anexample of a retailer successfully using polished concrete on andin some shops is the ‘organic’ cosmetic company AVEDA.

Original bare brick should never be painted. However, if this hasalready been done, a new coat of heritage colour should beapplied or the wall should be rendered and painted.

RenderAny painted or rendered surface will require ongoing, long termmaintenance. Lime render is the correct traditional method forexternal walls; it ‘breathes’. Concrete based render should beavoided: it traps interstitial moisture and this will break down thefabric of the building over time.

Lighter colours over a large surface have the effect of ‘enlarging’ abuilding and help reflect light into the street, especially helpful in aNorth facing aspect. Darker colours; blacks, chocolate browns andburgundies offer a sophisticated, classic look.

TilesCeramic tiles often adorned the stallrisers and doorways ofVictorian and Edwardian shops, particularly butchers, barbers andgrocery shops. Any high quality Art Nouveau or Art Deco styletiling would work well in a new or restored shopfront, althoughcare needs to be taken over the design used. A tiling specialist canadvise.

Single colour, smooth, unpatterned contemporary tiles will alsowork well. Over a small area, such as on a stallriser, larger tiles willwork better than small tiles. Grouting should be in a

complimentary colour and narrow (no more than 2mm). Porousnatural stone tiles will require regular sealing.

Tile colour should complement any woodwork or powder coatingtreatment on adjacent framework and doors.

GlassModern ‘float’ glass is featureless. It can bereinforced or strengthened, but generallylooks ‘plasticky’, especially over a large area.Reflections are undistorted and mirror-like. Bycontrast, original historic glass found inHoylake manufactured from the 1830sthrough to the 1950s (known as plate glass)has inconsistencies and flaws, called reams and seeds within thepane (eg air bubbles) that give it character. Reflections aredistorted giving a much richer, deeper impression.

Where possible, historic glass should be preserved. Where historicglass survives in the shopfront window of a listed building,consent will be required for its replacement with modern glass. Itis possible to secondary glaze a window which has historic glass;likewise it is possible to retain historic glass and have it insertedinto a new double- or triple-glazed unit. Some glass manufacturersstill produce historic glass using traditional methods but this isgenerally very expensive. Modern, opaque glass should never beused in any ground floor shop or business frontage. If visibilityfrom the street must be reduced, consider using good qualitycalico or cotton roller blinds on the inside of the window.

Alternatively, window vinyl can be used, but this should not covermore than 33% of the overall height of the window. Designs canbe etched into window vinyl: suppliers can be found at the back ofthis book.


Historic glass found in Hoylakemanufactured from the 1830s

through to the 1950s (known asplate glass) has inconsistencies

and flaws, called reams andseeds within the pane (eg air

bubbles) that give it character


Figure 6: ogee profile guttering: the most expensive cast iron (top left), then aluminium (bottom), then plastic (top right)


High quality stained glass can add significant character to ashopfront. A simple diamond or square patterned frosted leadedlight in a transom or a stained glass fanlight above an entrance willwork especially well. It need not be ’traditional’; a well designed,contemporary stained glass panel will blend in very well to atraditional building.

Stained glass panels should always be designed and produced bya master crafstman, using high quality hand-made glass, lead, barsand ties. Modern, UPVC-framed ‘stained’ glass, often with plastic‘fake lead’ applied to the face of the glass, fundamentallycontradicts the aims of this design guide and should always beavoided.

Cast ironOriginal cast iron gutters, railings, downpipes, and hopperheadsshould be restored and maintained where possible. New cast ironrainwater goods are very expensive however, and modernaluminium or plastic alternatives provide a significantly cheaperand lower maintenance alternative. If replacing with plastic orcoated aluminium, an ogee profile should be used. Rainwatergoods should be painted black or dark brown.

AluminiumAluminium window frames and doors should be be powdercoated in a heritage RAL colour, which complements the coloursused in adjacent shopfronts. Powder coated aluminium has a verylong life with almost no maintenance required; howeveraluminium does not generally afford the soundproofing andthermal properties of wood unless high quality insulation is built into the extruded framework. Using cheap aluminium framing anddoors is therefore more costly in the long run as a result of higherheating bills. Poor quality aluminium framework and doors are alsounattractive, normally taken from a ‘standard’ range and installed

with no design consideration for the building on which they areinstalled. High quality, bespoke aluminium framing and doors areexpensive, however they are extremely sound and weatherproofand work well in a contemporary frontage which has beensensitively designed to a high standard to complement atraditional building.

UPVCUPVC is strongly discouraged in all shopfront use. It is no longerthe ‘cheaper’ alternative to wood. It is non-recyclable, cannot bepainted, and the manufacturing process isnot environmentally friendly. UPVC whichis not cleaned regularly becomesimpossible to return to its original ‘new’state as dirt and grime quickly embed intothe surface. As a result it looks ‘tired’ in ashort space of time, especially in the harsh weather environmentof Hoylake. Furthermore, UPVC looks distinctly out of place on anEdwardian/ Victorian building.


UPVC looks distinctly out of place on anEdwardian/ Victorian building.


Figure 7: A simple awning, with classic branding with a matching window decal. The window is clear of all advertising; with notices in small picture frames


CanopiesHoylake is fortunate to have an original iron and glass canopy at22 Market Street, although all of the other canopies were removedmany years ago. It would be possible to take a ‘mould’ from thisand recreate a number of cast iron replicate canopies, however thecost of creating the mould would be very considerable indeed. Inaddition, glazing of these canopies with shatterproof toughenedglass, rustproofing, the painting and ongoing maintenancerequired (we live in an environment with high salt levels in the airwhich accelerate rusting on iron) and the logistics of installingcanopies make such a project unlikely to happen. The posts wouldalso need to be embedded within the ground; impinging on thepublic realm and incurring significant cost and bearing planningimplications.

Reinstating original canopies would therefore be feasible only withco-operation between many businesses who would share thecosts of the original mould production and the council who wouldneed to approve planning consent.

AwningsVictorian box lot style awnings were also prevalent in Hoylake untilthe 1950s. New, Victorian style box lot awnings, made of wood,iron and fabric, are much more affordable than iron and glasscanopies: about £300 per linear metre including installation. So, afour metre wide awning would cost around £1,200. They can beeasily retracted at close of business to protect the longevity of thematerial, revealing the box, which can itself become an attractivefeature. To see examples go to www.victorianawnings.co.uk.

Box lot awnings can be dressed with a logotype or branding tocomplement the colour scheme of the shopfront; indeed it is moreeffective to brand an awning and have limited signage above thanto have an awning which has no branding but which partlyobscures bold signage above from ground level. Branding ofawnings is a significant consideration andshould be handled by a design professional.The awning manufacturer can apply typeeither by a screen or thermal printingtechnique, but the designer will supplyatwork to the manufacturer in a suitableformat to get best results. A single colourlogotype is more suitable in this context, aswell as being significantly cheaper. Simple,white branding on a dark coloured fabric, perhaps grey, navy,maroon or black, works particularly well and the dark colouredawning stays looking ‘fresh’ for longer than a pale coloured fabric.

Modern, UPVC or aluminium construction awnings areinappropriate on a Victorian or Edwardian building. They cost anequivalent or more than Box Lot awnings, and are detrimental tothe streetscape. The fabrics and colours used on such awnings arealso normally inappropriate.

Outdoor seating areasOutdoor seating portrays a pleasant ‘cafe culture’ image alongwith an associated perception of a safe place to be. During thewarmer months this can significantly boost the trade of cafés andrestaurants. On cooler evenings, gas ‘patio’ heaters can extend the


2. CANOPIES, AWNINGS AND OTHERPHYSICAL EMBELISHMENTS

A single colour logotype is moresuitable in this context, as wellas being significantly cheaper.

Simple, white branding on adark coloured fabric, perhaps

grey, navy, maroon or black,works particularly well


Figure 8: Plants and shrubs enhance the visual appeal of this shopfront making a visual connection between the ground floor and the rest of the building


duration of evening trade; these are more effective if positionedbeneath an awning, which holds the heat in the area. You willneed planning permission and there are annual costs associatedwith this based on square metreage; contact Wirral Council forcurrent rates. We encourage the use of outdoor seating whilstbeing mindful of noise considerations for residents.

If using barriers, these can be branded, with the same principles ofdiscrete and professionally designed branding that are applied toawnings and other signage. Retractable ‘strip’ barriers are stronglydiscouraged; these are more suited to queue managmentscenarios than to limiting outdoor seating areas. As a result theytend to send a hostile signal rather than a welcoming one.

Posts with fabric ‘cafe barriers’ are acceptable. Posts should not bebranded: only the fabric suspended between them. Again, subtle,limited branding is encouraged. Permission should be sought forinstallation of barrier posts, whether temporary or permanent.Designs must be submitted for approval as part of the planningapplication.

Alternatively, steel or coated aluminium decorative barriers areacceptable, with no branding applied. These might allow for theprovision of plant pot suspension, softening the environment.

Plants, trees and shrubsPlants, trees and shrubs can be grown and maintained in planters.Planters should be made of wood, ceramic or metal, and stained,glazed or painted/coated in a colour to complement the shopfrontscheme. Permission may be required to placea planter on the street.

Evergreen shrubs provide all year roundcolour, but creepers such as wysteria can addcharacter during the winter months evenwhen leafless, softening up the front of abuilding and tying in the ground floor withupper floors of a building. Flowers can beplanted around the base of shrubs to addadditional colour in Spring. They should beregularly maintained; an unkempt display isunattractive and creepers can damage drains, gutters andwindows if unmanaged.

If smokers congregate near planters, they may use these to stubout cigarettes. You may consider providing a discrete receptaclefor spent cigarettes.


Retractable ‘strip’ barriers arestrongly discouraged; these are

more suited to queuemanagment scenarios than to

limiting outdoor seating areas.As a result they tend to send a

hostile signal rather than awelcoming one.


Figure 9: Visual clutter. Signs compete for attention. The lack of colour co-ordination has a negative impact on the overall street scene


Visual clutter makes navigation more difficult and can be adeterrent to shoppers. Where shops compete for attention bymaking signs bigger, bolder, more garish than each other,mounted on unsympathetic materials, often designed by thebusiness owner rather than by a professional designer, visualclutter is inevitable. As a result, footfall drops. In Hoylake, we aretrying to foster a high quality ‘village’ environment. Any signage oradvertising should fit with this objective.

Initial and repeat custom will be more connected to a perceivedquality of service and product – implied by a well proportionedand well designed sign – than the size or brightness of signage.

At the time of writing, Hoylake suffers badly from visual clutter. Weunderstand the desire of business owners to create a brand or logothat they can call ‘their own’. For this reason, these ideas should beconveyed to a designer to produce artwork for a sign, whichshould take into account the overall aims of this design guide andbe produced in the context of the village as a whole, with soundtypographic principles and colour sensitivity at the forefront.Signmakers are not necessarily the best people to design a sign.Their skills lie in production: printing, finishing and installation.

We refer above to the emphasis that contemporary design is notprecluded by retention of traditional features. With signage also,good quality contemporary design and logos can blend with, andenhance, our built heritage. But it needs to be done well, and only aprofessional designer will have the necessary skills to achieve this.

MaterialsMaterials are an important consideration. Natural materials, suchas wood, canvas and glass, are preferable to plastic, UPVC orcomposite materials such as high density chipboard or MDF.Aluminium is a good, non rusting material for surface or postmounted signs, with a long life. However it is also generally thinand flexible for ease of production and mounting on site; as aresult when painted and mounted along along span, reflected light will reveal bends inthe material, implying a lack of substance andtherefore presenting a ‘cheap’ impression.Painted and hand signed or screen printedwood is the best material to use for shopname signage especially if it spans the fullwidth of a shopfront. It does not reflect light,is straight and gives an impression of quality.

Surface mountedSurface (wall) mounted signage is normallyonly appropriate for shop name signage and then only whenpositioned above a shop window; not higher up on the face of abuilding.

Advertising on surface mounted panels contributes significantly tovisual clutter, and is only legible from a distance away from andimmediately opposite the building on which it is mounted. Wetherefore advise against surface mounted advertisements.Advertisements will require planning permission.


3. SIGNAGE AND ADVERTISING

Where shops compete for attentionby making signs bigger, bolder, more

garish than each other, mounted onunsympathetic materials, often

designed by the business ownerrather than by a professional

designer, visual clutter is inevitable.As a result, footfall drops.


Figure 10: Examples of poor quality (left hand half) and good quality (right hand half) ‘A’ board design. Clear typography gets the message across better


ProjectingProjecting signage can complement surface mounted shop namesignage. An attractive contemporary option is a simple fabricbanner and bar arrangement with the banner branded to matchan awning, alternatively a more traditional hand painted swingingor hanging sign is an equally attractive option. The latter may be litby way of a downlighter from the bar or a projecting swan necklight mounted on either side, illuminating the sign face. These helpshoppers walking along the street to see where your shop islocated from a distance.

Projecting advertising, by contrast, contributes to visual clutter,detracting from the benefit that projecting shop name signageaffords, and is therefore counter productive.

Free standing‘A’ Boards and other similar floor standing advertisements oftencontribute to visual clutter and can present a hazard topedestrians. You will need planning permission for floor standingsignage. However, carefully designed and using good qualitymaterials, floor standing promotional signs can contribute to andenhance a ‘village’ atmosphere. Wooden framed boards areappropriate; Plastic, tubular steel or aluminium frames should beavoided. If a swinging board hangs from the top bar, it should beconnected with a strong chain.

An ‘A’ framed ‘chalkboard’ is an attractive option, especially forfresh food shops or cafés. These can be professionally produced bya chalkboard artist at reasonable cost with replaceable inserts for alonger term display, or if you have the necessary handwriting skillsa permanent chalkboard can be changed daily, allowing traders topromote fresh produce or lively, ever changing offers. The styleand quality of handwriting is important; care should be taken toensure high legibility, and neat writing.

Aluminium whiteboards, with black or coloured marker penwriting, is generally unattractive and offers a poor quality,unprofessional impression. They do not blend well into a ‘village’environment.

Hoylake is a windy place; bear in mind public safety in the eventyour sign should blow over. You should check whether your publicliability insurance covers this; you are responsible for them underthe Highways Act 1980. A boards should not be attached by achain to any public realm fixtures.

‘A’ Boards and free standing pavement signs should be placedwithin a distance of 60 cm immediately in front of the premisesthey are advertising provided that 1.8 metresof clear footway can be retained between theroad and the board. No signs, boards,displays, etc. should be displayed on siteswhere there are private forecourts that couldbe used to accommodate them.

The content or subject matter of anadvertisement is not a planning consideration, however signswhich are purely promotional rather than informative arediscouraged. For example, a sign bearing an advertisement of adesign similar to that carried in a magazine or newspaper, wouldbe discouraged in favour of a simpler sign bearing the name of thecompany or organisation owning the premises and a brief outlineof the services or products offered. This is in order to discourage aproliferation of promotional advertising, which adds to visualclutter.

On glassAn atractive solution for supplementary branding and shop namesignage is lettering or opaque vinyl ‘etch’ effect on glass (‘decals’).


Aluminium whiteboards, with blackor coloured marker pen writing, is

generally unattractive and offers apoor quality, unprofessional

impression. They do not blend wellinto a ‘village’ environment.


Figure 11: High quality branding and logo design


Modern technology allows for these to be generated and cut outat low cost. This can easily be applied to the inside surface of awindow. Again, a professional designer should typeset or designthe artwork and its various elements should be produced inproportion to the overall window size. Window stickers andposters should be used very sparingly. Promotional oraccreditation stickers should be no more than 150mm in diameter.Posters block the view of the interior of premises from the sreetand are therefore counter-productive.

BrandingShop name signage should reflect your brand in a simple andeffective way. This should always be undertaken by a brandingand design professional. If you have branding ideas, a designermay be able to incorporate these into your brand in a sensitive andappealing way, but if you have no design expertise you should notattempt to develop a branding, especially logo design, withoutprofessional support.

Signwriters are generally not designers. Their expertise usually liesin the material production of signage; unless they employ adesigner you should not rely on a signwriter to design yourbranding for you.

Illuminated signageBacklit, neon or other light emitting signage is generallydiscouraged. Light pollution adversely affects the environment.Any attempt to emulate a ‘city centre’ atmosphere is misplaced; itis possible to produce illuminated signage that complements theaims indicated elswehere in these guidelines. A professionaldesigner should be consulted. Note than planning regulationslimit illuminated signage to a certain lux (brightness) value. Youwill require planning consent for any illuminated signage.

Careful downlighting onto a sign above a shopfront is a muchpreferred option. This can be a strip light hidden within a recessabove the sign or, preferably, a series of low voltage downlightersto add greater depth to the illumination. Alternatively a number ofmore visible surface mounted projecting lights angled backtowards the sign can be considered. Swan neck lights work well,but they should be of good quality andmaintained, in particular they should becarefully lined up and securely fixed. Thecolour and finish of the ‘shade’ shouldcomplement the shopfront colour scheme.Attempts to emulate traditional lighting withlow quality, ‘fake’ brass shades, for example,will be inappropriate.


If you have branding ideas, adesigner may be able to

incorporate these into your brandin a sensitive and appealing way,

but if you have no design expertiseyou should not attempt to developa branding, especially logo design,

without professional support.


Figure 12: Options for security measures and their location within a typical shopfront


Shopfront security is an important issue. In order to combat thethreat of theft and vandalism, measures have been introduced toexisting and replacement shopfronts, often cited as a requirementof insurance companies. Certain measures, in particular the use ofsolid roller shutters, can have a serious detrimental impact on theappearance of many buildings and on the perceived character ofthe town, in turn reducing footfall.

By contrast, internal brick bond or open weave security shutterscontribute to a significant improvement in the overall street sceneand therefore contribute to an increase in footfall.

Most break-ins occur at the rear of shops where they are oftenmore vulnerable, with poor physical security and little, if any,lighting. Some security measures may actually increase the risks oftheft by obstructing views through shop windows. Shopfrontsecurity should therefore be seen as part of an overall approach tothe security of premises, and should take into consideration theuse of alarms and internal closed Circuit Television, as well as thereduction of stock within reach of a thief and the use of dummystock.

When planning applications are considered, the Council adopt abalanced approach to proposed shopfront security whichattempts to reconcile the need for crime prevention with the needto protect the visual quality of the built environment.

In all cases, the degree of shopfront security should becommensurate with the risk. Crime statistics in Hoylake are below

both the regional and national average. Therefore, a pragmaticapproach to security requirements is encouraged.

In Market Street, flats are located above most businesses, andconsideration should be given to the amenity of residents. If notproperly maintained, external shutters and alarms can causeconsiderable disturbance to residents(particularly at night or early morning). Inparticular, consideration should be given tothe use of electronic shutters when residentialamenity is an issue.

Internal Lattice and ‘Brick Bond’ GrillesIf it is considered necessary to install aphysical barrier within the shopfront, themost appropriate option is an internal latticeor brick bond grille. Internal grilles have a limited impact on theappearance of the shopfront and do not normally require planningpermission.

Lattice or brick bond grilles also enable window shopping or'passive surveillance' of the premises from the street and lights lefton within the shop can act as a further security deterrent. Thegrilles can be linked to an integrated alarm system if required.

The size and location of grilles must be determined by the shopwindow opening. They may be retracted during opening hoursinto box housings, which can usually be located discreetly withinor behind the window soffit.


4. SECURITY

Certain measures, in particular theuse of solid roller shutters, can

have a serious detrimentalimpact on the appearance of

many buildings and on theperceived character of the town,

in turn reducing footfall.


Figure 13: Brick-bond shutter just inside the window allows browsing when the shop is shut and adds animation to the night time streetscene.


Some shopfronts have large window openings which do notpermit shutters immediately behind the glazing. In this case,shutters can be incorporated in a soffit behind the display.

A combination of strengthened glass, traditional shopfront detailsand internal grilles offers the most acceptable solution to theproblem of providing security measures to a shopfront, whilemaintaining its external appearance and the visual quality of thestreet scene. These security measures will, therefore, beencouraged by the council as the preferred options in all butexceptional cases.

External GrillesThe installation of external grilles, including lattice or brick bondgrilles, requires planning permission and will only be consideredacceptable when laminated glass and/or internal grilles are notfeasible. Applicants may be required to provide evidence ofexceptional circumstances, for example, where location and goodsare viewed as carrying an exceptionally high risk.

In particular, the installation of any external grilles or shutters willnot normally be acceptable on listed buildings or buildings whichmake a significant contribution to the character or appearance of aconservation area or an area within which a conservation area isset. This includes a portion of Market Street.

In limited circumstances, where external lattice grilles areconsidered to be acceptable in principle, careful considerationmust be given to the location of the box housing and guidechannels, which should be contained within the shopfront (forexample, set behind the fascia panel or pilasters). Grilles should beset within the architectural framing of the shopfront, covering theglazed areas and doors only and should not obscure features suchas pilasters, cornices or consoles. External grilles, guide channels

and box housings should be painted to match the existingshopfront and should be properly maintained. Where grilles areretained by edge channels, the enclosed depth should be at least50mm. This may have an impact on the external appearance of thebuilding.

External shutters should be set within the architectural framing ofa shopfront, and should not obscure features such as pilasters,cornices or consoles.

In cases where box housing cannot beaccommodated within the fascia,consideration should be given to the use ofside hung scissor-type shutters or gates(see doorways, below). Considerationshould also be given to restoring andreusing traditional shutters where theyexist.

Existing ‘modern’ roller shutters can besited behind a painted wooden fascia atrelatively low cost, perhaps with the shopname painted on it. This is an attractive, interim solution thatsignificantly improves daytime appearance.

External Mesh GrillesThe fixing of mesh or removable grilles which are manually placedin front of the shop windows or doors maybe an alternative toexternal lattice grilles when a box housing cannot beaccommodated within an existing shopfront. In such cases, fixingsshould be discretely located and must not harm architecturalfeatures or mouldings. The installation of non-retractable externalgrilles is not considered acceptable.


In particular, the installation of anyexternal grilles or shutters will not

normally be acceptable on listedbuildings or buildings which make

a significant contribution to thecharacter or appearance of a

conservation area or an area withinwhich a conservation area is set.

This includes a significant portionof Market Street.


Figure 14: A good example of an external shutter hidden by a fascia board, blending well with the building and the shop branding


Anti shatter filmAnti shatter film is tough, transparent and relatively easy to apply toexisting glazing. It is cheaper than replacing windows with laminatedor toughened glass (see below). Its main benefit is in holding shardsof glass together when a window is broken and it also adds someresistance which may help to foil smash-and-grab raids.

Security glassTwo types of glass are available which combine safety andsecurity: laminated and toughened glass

Toughened glass is up to five times stronger than ordinary glass. It isheat treated but cannot be cut or drilled on site. You will thereforeneed to provide the manufacturer with drawings showing exactmeasurements and positions of any holes, cutouts etc.

Laminated glass combines multiple sheets of ‘float’ glass with oneor more layers of polyvinyl butyral (PVB). The performance of theglass varies according to the thickness of glass and PVB layers. 7.6mm is considered adequate for security purposes.

Shopfronts which contain high risk goods, e.g. jewellery andelectrical items, may require a greater thickness of laminated glassor toughened laminate. Where 11.3mm 5-ply laminated glass isused, the resistance to attack is increased significantly.

Traditional shopfronts with smaller panes of glass can be moredifficult to break in to than modern extensive areas of glazing. Theintroduction or reinstatement of mullions, transoms and stallrisersprovides greater strength to a shop window or door and, whenused in conjunction with strengthened glass, this can providesufficient protection for most shopfronts. Mullions can bestrengthened with metal T-sections. Inserting additional glazingbars or stallrisers also strengthen an existing shopfront.

Where security is a significant concern, the use of laminated glassshould be the first option as this has the least impact on theappearance of the shopfront and would not normally requirepermission (unless the size or position of the glazing frame isaltered).

Solid Timber ShuttersIn certain circumstances, the use of lift-off wooden window ordoor shutters may be an appropriate means of providingprotection to traditional shopfronts. The useof well designed timber shutters might applyto Victorian or Edwardian shopfronts,particularly where there is evidence that suchshutters existed previously. This might beespecially appropriate in Hoylake, althoughthe fixings should be secure and tamper-proof.

DoorwaysShop doors, particularly if glazed andrecessed, are often the point of entry forburglars. The installation of lattice grilles isagain the preferred option in most cases. Recessed doors may,where appropriate, be protected by collapsible iron gates. Thegates should be retractable to a discrete position when not in use.The use of lighting can also act as a deterrent in recesseddoorways.

Solid Roller ShuttersWhen closed, solid roller shutters detract from the visualappearance of individual buildings and produce 'dead frontage'within a street, creating a threatening, fortress-like effect. The useof solid external shutters offers opportunities for fly-posting andgraffiti which detract further from the amenity of an area. Planning


Traditional shopfronts with smallerpanes of glass can be more difficult

to break in to than modernextensive areas of glazing. The

introduction or reinstatement ofmullions, transoms and stallrisers

provides greater strength to a shopwindow or door


Figure 15: Even when brand new and freshly painted, this shutter oozes hostility and contributes to a poor quality street scene


permission is required for the installation of external solid shuttersand will not normally be granted.

Perforated roller shutters with viewing panels, cut-outs or holeshave a visual impact similar to solid shutters and are considered inthe same way.

Alarm boxesShopfront security should be seen as part of an overall approachto improving security for a retail unit and consideration should begiven to the installation of alarm systems, internal CCTVs and foilstrips (which alarm when the electrical continuity is broken.)

The erection of an external alarm box would not normally requireplanning permission but consent may be required in the case of alisted building. An alarm box should be carefully sited, where itdoes not obscure or damage architectural detailing and should bepainted to match the existing surface (see separate Design Guidefor external CCTV cameras).

Statutory requirements relating to alarm boxes• duration of alarm• decibel level• flashing lights• tests and certification• contact telephone numbers

Alarm boxes should normally be located on the fascia and paintedto match the adjacent surface.

Reliability and MaintenanceThe reliability of any security equipment or system depends uponclear specifications and good design, installation, commissioningagainst appropriate performance criteria and maintenance. Aplanned preventative maintenance regime should ensure thatequipment and systems continue to perform to the standardintended. Intruder detection systems should be maintained inaccordance with BS4737.



34 Hoylake Village Life • Shopfront Design Guide


Planning Permissionxxx

Listed Building Consentxxx

Conservation Area Consentxxx

Building Controlxxx

Planning Policiesxxx

Wirral council's current policies relating to shopfront securitycontained in the Unitary Development Plan are as follows:

SH8 Criteria for Shop Fronts 16.38 Adequate security is an important factor in ensuring the

continued well-being of a commercial area and measures toachieve it are an important consideration. However, the useof galvanised shutters with prominent projecting shutterboxes is visually unattractive. Policy SH8 thus seeks to strikea compromise between the need for security andmaintaining an attractive street scene.


5. LEGISLATION




Door and window manufacturers• http://www.newbould-joinery.co.uk/

Shopfront fitters• Global retail interiors www.global-interiors.co.uk/

Stained glass artists• Glyn Ackroyd www.gildedsplinters.net/• Pendle Stained Glass www.pendlestainedglass.co.uk/

Sign manufacturers• Caldy Signs www.caldysignswirral.co.uk/• Signs Express

www.signsexpress.co.uk/branch/59/liverpoolnorth/

Chalkboard artists• Paul Sweeney www.signsandartwork.com/page3.htm• www.chalkboardartist.co.uk• www.barsales.co.uk/

Branding and design specialists• base25 www.base25.com

Retail consultants• Yellow Door www.yellow-door.com/

Awnings• Victorian Awning Company www.victorianawnings.co.uk/• Duckworths www.rduckworth.com/awnings/traditional-

victorian-awnings/

Security shutters• Westwood security shutters www.rollershutter.co.uk/

Paint manufacturers• www.farrow-ball.com/• www.firedearth.com/paint

Reclamation yards•

Painters and decorators

Glazers

Street furniture• Chris Bramall www.chrisbrammall.com/

Lighting

Planters• NEET solutions www.neetsolutions.co.uk


6. CONTACTS AND FURTHER INFORMATION


Hoylake Village Life6 Market StreetHoylake CH47 2AEwww.hoylakevillage.org.uke: [email protected]

English Heritage (London Region)23 Savile RowLondon W1X 1ABTel: (020) 7973 3000

Association of British Insurers51 Gresham StreetLondon EC2 7HQTel: (020) 7600 3333

Historic Towns Forum

Reference sources:• Retail Security – A Beat Officers Guide: Home Office Crime

Prevention Centre, 1992.• Book of Details and Good Practice in Shopfront Design: English

Historic Towns Forum, 1993.• Shopfront Security Report: Shopfront Security Group, January

1994.• Guidelines on Shopfront Protection: Institute of British Insurers,

September 1991.• Development Planning Services, Department of Planning and

City Development, March 1995• Shopfronts and Advertisements Guide, Warwick District Council,

2002• Shopfront Design Guide: Royal Borough of Kingston Upon

Thames, 2005• Design Guidelines for Shopfront Security: Westminster Council,

1995







Documents

Hoylake Village Life Shopfront Design Guide