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Appendix 3 Shopfront design guidance

Introduction

1. This guide is intended to provide advice on the design of businesses and shop fronts within the designated Eton area.
2. In developing this guidance document the Neighbourhood Plan Steering Group has taken into account the wider social, cultural, economic and environmental benefits that the conservation of the historic environment can bring, including consulting the Windsor and Eton Society.
3. The Key Objectives in relation to business and shop front design and signage in Eton are as follows:
   1. To ensure the retention and refurbishment of existing traditional shop fronts and building features including pilasters, console brackets, cornicing, stall-risers, recessed doors, and other traditional detailing using building materials as may be identified.
   2. To support the transformation of shop front in traditional buildings where the original design vernacular has been destroyed or otherwise compromised and the applicant is wishing to reincorporate a traditional retail frontage into the building or modern interpretation.
   3. While the guidelines are intended primarily for the traditional shops of Eton, to potentially also stimulate creative and imaginative modern shop front designs for the less traditional retail units of Eton Wick.
   4. To ensure appropriate provision is made to meet the access requirements of all shopkeepers.
   5. To ensure only good quality advertisements that reflect the design aspirations of the area are provided in places where they are suitable.

General Principles of shop front design

4. Traditional shop fronts are inviting and attractive in themselves; they add to the shopper’s experience and lend a town centre an air of quality and vitality. In Eton, the traditional shopfronts make significant contributions to the overall heritage character of the High Street. With this in mind there is support for the retention and restoration of traditional older style shop fronts. In the Neighbourhood Plan Area, there are not a great number of traditional shop fronts so it is of heightened importance that they are preserved.
5. New shop fronts should incorporate traditional features and should avoid large areas of plate glass, aluminium and plastic including in frames and fascias. Where the existing shop front is to be replaced, the important principle is that the new shop front should be designed within its context and as part of the whole architectural composition of the building. The design should take account of the period and style of the building above and of buildings in the immediate vicinity.
6. If the premises is in a more modern development, such as those in Eton Wick, there is an opportunity to consider a more innovative and attractive approach to a shop front. This may involve the use of non-traditional materials, but high quality is always important. Shop front design in this instance should be imaginative and appropriate to the style of the building, utilising a high quality of materials.
7. The design or redesign of a shop front in the Neighbourhood Plan area should take into account the age and architectural detail of the building as a whole and special attention should be paid to:
   • Ensure shop fronts sit below and separate from the sills of first floor windows.
   • Shop fronts can benefit from being subdivided vertically to relate to the proportions of the windows in the building above.
   • Where a shop runs through more than one building, each building should maintain its own shop front.
   • Where a building contains a separate access to an upper floor, the shop front should ensure that the door to this upper floor level is separate from the retail frontage.
   • When a shop forms part of a group or terrace of similarly proportioned/designed buildings, the design of the whole character of the whole terrace or group should guide the design.
   • The design of the shop front should reflect and enhance the architectural style of the remainder of the building.
8. Though diversity is encouraged between different shopfronts, signage should be consistent across an individual facade. There is some degree of flexibility in signage design, but as a general set of principles, the following branding is appropriate in the Neighbourhood Plan area:
   • Ensure that the font is the same across all external signage.
   • Maintain a consistent foreground and background colour.
   • Ensure that the colour palette used is reflective of the colour palette present across the whole facade, including the area above the shopfront.
   • Where lighting is required for the sign or mounted on the building, this should be in keeping with the design of shopfront, and not have an overbearing impact on the general streetscape.
9. Shopfronts and signage within their windows are used to effectively display products or maintain a visual link between the street and interior of the shop. In turn, shop fronts should avoid advertising displays, such as plastic film, that fully obscures the interior of the shop from the eyes of the pedestrian.
10. In Eton Conservation Area, advertising external to retail premises (e.g. A-frames and blackboards) will be discouraged where they impede walkways or harm local character.

Examples of good shop fronts:

Case Study 1: Tastes Delicatessen

Incorporates traditional wooden shopfront; has active shop frontages; consistent branding; and relates to the façade above the building.

Case Study 2: The Christopher Hotel

Good use of stallriser, white mullions, sensitive canopy, considerate blend of old and new styles.

Examples of other shop fronts:

Case Study 3: Eton Premier Stores

Film advertisements obscure view into the shop. Proportions reflect building above.

Case Study 3: Tudors

Shop front offers a strong visual link with the street. A variety of fonts is confusing.

Design Principles

11. The Neighbourhood Plan area is gifted with a great number of historic buildings and high quality shopfronts. In Eton alone there are over 90 listed buildings and an active High Street that runs for almost 500 metres. Shopfronts in the Neighbourhood Plan Area make a valuable contribution to the character of the area that attracts tourists and leisure seekers creating a sustainable stream of demand and a healthy business environment. It is therefore of paramount importance that new development or alterations to existing shopfronts continue to support a tradition of high quality design in a predominantly traditional style based upon the following design principles (DP).

    DP1 Quality Design

    Proposals will be required to be of a high quality, contributing to an overall improvement in terms of urban design and architecture. The Town Centre should be able to adapt in light of any change in future needs.

    Proposals will:

    • Use an appropriate choice of materials and colour
    • Be visually attractive from all angles
    • Enhance streets and spaces through quality design and architecture
    • Provide a high quality environment for future users
    • Be suitable in terms of crime prevention, community safety and security
    • Respect the environment, heritage and function of existing landmarks, including the numerous listed buildings on Eton High Street

12. Shopfronts that discriminate against certain population groups through a lack of providing adequate access will not be tolerated. Not only is it a statutory requirement to provide suitable access, the Neighbourhood Plan also places great value on inclusivity and diversity across the community. In some circumstances historic buildings may not lend themselves to adaptation where it would harm the heritage value of the building.

    DP2 Access

    Proposals should, wherever feasible, ensure that they are accessible to all by adhering to the following design concerns:

    • The width of entrance must be suitable for wheelchair access
    • A gradient to or into the entrance must accommodate for elderly or disabled visitors.

13. In the local area, the community believes that inviting shopfronts are best for promoting business and preserving the heritage character of the area. Direct visual links between the street and shop also support social interaction and act to ensure that the street is defensible. Space and therefore reduce crime. There are some scenarios where confidentiality is required and it will not be appropriate to have a fully transparent shopfronts such as in medical premises, chemists or post offices. However, for most functions, strong visual links between the shop interior and street are encouraged.

14. Choosing appropriate windows and doors is vital for maintaining the heritage feel across the Neighbourhood Plan area – even for more modern shop designs. The windows and doors of nearby shops will often provide a good source of inspiration for new shop fronts.

15. Residential accommodation above shops is an effective way of meeting housing demand, and is also reflective with many existing retail premises across the Neighbourhood Plan area. Often, it may be challenging to create entrances that do not detract from the character of the shopfront and therefore rear entrances should be sought where appropriate. Front entrances are, however, no great detriment provided that they are carefully designed to fit in the width context of the street and shop interior.

16. The range of colouring on the shopfronts of Eton High Street is broad, and this variety has many positive effects on the local character. Though there is no specific requirement for shopfront colours, they should not be so bold or exuberant that they stand out to an excessive degree, so muted colours are preferred. A common theme in the Neighbourhood Plan area is the use of colours, or similar tones, to those used by the Royal Family. New shop fronts may wish to use this source of colour as inspiration - see Appendix 4, Colour Palette.

17. As much of the Neighbourhood Plan area is within a Conservation Area, advertising must respond to the heritage character of the area and avoid being excessively eye-catching. Advertisements should adhere to the same guidelines as colour selection, and relate closely to surrounding shopfronts.

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