A dental clinic's planning application for new signage in East Sheen has been refused by Richmond Council.

On behalf of Smile & Smile, 4D Planning, put forward plans to install projecting signs, a retractable canopy and brand vinyl to 3 Lichfield Terrace, Sheen Road.

In its application, 4D Planning said: "The proposed works would not involve removing/ altering original structural or character features.

"There would be no loss of historic fabric of interest.

"The application site is within a mixed use area where it would be appropriate and in the interests of proper planning and sustainable planning to enhance commercial floorspace."

However, a Council planning officer said in their report that due its "over-dominant" and "cluttered" appearance the proposals could not go through.

They explained: "The proposed projecting sign and vinyl to shopfront windows, by reason of their siting, scale, design and illumination, would appear over-dominant, cluttered and visually intrusive in the street scene harming the character and appearance of the host property as a Listed Building.

"In the absence of adequate information, the applicant has failed to demonstrate that the fascia signage will at least preserve the character and appearance of the host property as a Listed Building.

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"The proposed signage causes less than substantial harm to the Grade II Listed Building, and there are no identifiable heritage or public benefits to outweigh this identified harm."

According to its website, Smile & Smile was set up in 2013 to provide "intimate, yet state of the art dental environment for patients."

The site, currently vacant, previously housed estate agent Jackson-Stops.

To read the full application click here.

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