Policy DH4
Shopfronts
In order to improve the appearance of the borough's streets, the council will encourage high quality shopfronts that are designed to respect the age and architectural style of the building concerned, achieving a satisfactory relationship between the ground floor and the rest of the building. The scale of the shopfront should be carefully considered with its proportions, detailing (including vertical and horizontal subdivision) and materials, which have an affinity with the building. The council will apply the following principles when assessing applications relating to shopfronts:
a) Where a commercial premises with a traditional shopfront is converted to another use or a traditional shopfront remains, the council will expect it to be retained and restored.
b) New developments which include retail areas should provide a framework into which a shopfront and signage of a suitable scale can be inserted.
c) Fascia signs and projecting signs should not be overly large and should be designed to be appropriate to the scale and design of the shopfront.
d) New and replacement shopfronts should be designed to meet the principles of accessible and inclusive design.
e) The installation of external roller shutters to shopfronts will generally be resisted.
8.30 Shopfronts and their associated advertisements play a vital role in determining the character of our town centres and shopping streets, primarily because they are the part of the building which has direct interface with the public realm, and have an immediate relationship with the human scale. The design of new shopfronts, therefore, needs careful attention.
8.31 Shops in Hammersmith and Fulham are primarily located in the three major town centres of Hammersmith, Shepherds Bush and Fulham and within the network of designated local shopping centres. However, there are also a large number of smaller shopping parades and individual units. The presence of retail use can help to ensure a lively environment in these areas. The council is committed to maintaining the vitality and improving the townscape in these areas.
Shopfront design
8.32 The cumulative effect of better shopfront designs will be the enhancement of the visual appearance of the borough's shopping streets, thereby improving first impression and quality for users, visitors and potential investors. The emphasis is on good quality design of shop fronts and advertisements which will enhance the character of the shopping street. The council will also take into account any relevant supplementary planning documents. The key aim is to ensure that shopfronts are not designed in isolation but are considered as an important part of the building in which they are housed. The design of the shopfront should be informed by the architectural style and character of the building and the framework provided by the building within which the shopfront can be integrated.
Inclusive and accessible design
8.33 In designing new shopfronts, it is important to ensure that the entrance is accessible to wheelchairs and pushchairs. The council will generally expect that the entrances to shopfronts include level access and appropriately sized doorways.
Changes of use
8.34 Where a former retail unit is converted to another use, such as residential, the council will expect the retention of the shopfront including original windows and glazing bars, where it is historically or architecturally interesting, and the shop surround of pilasters and fascia where they exist, so that there is no adverse impact on the character of an area.
8.35 External roller shutters are visually intrusive and will be resisted. While roller shutters can enhance security, external roller shutters detract from the aesthetic appeal of buildings and can create a create a monotonous and less inviting streetscape.