Gail’s Bakery is opening in Gloucester Avenue but has seen someone write ‘go away’ on its hoarding

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IT has often been suggested that the arrival of a Gail’s Bakery brings a neighbourhood up – not down. But residents in Primrose Hill have warned the upmarket chain’s shopfront will be “unacceptable and obtrusive” if approved by council planners.

The New Journal revealed last month that independent businesses are wary of the company’s imminent arrival.

It is fitting out a new branch in the former delicatessen Melrose and Morgan in Gloucester Avenue. Gail’s plans to install illuminated lettering on top of the shop’s roof.

Pam White, a long-standing conservation campaigner in the area, told the New Journal that an application for advertisement consent is “contrary to the Conservation Area Statement, which specifically states that signage should be non-illuminated in the Conservation Area”.

She said: “I think this would surely be resisted if it were proposed to be above a shop front on Regent’s Park Road. Gail’s seem to be departing from their normal house livery with this proposal which is completely unacceptable in a quiet residential street.

“Because we’re interested in design and conservation, we don’t want illuminated or neon signs on our shops.”

Another resident Jonathan Morrow said in an objection filed with planners: “The proposed sign would, in my view, be obtrusive. It would not be in keeping with the standards of signage of other commercial properties in the neighbourhood.”

Speaking on behalf of its client Gail’s, agent Planning Potential said in the application submitted to Camden: “The proposed advertisement is entirely in-keeping with the modern building in which it is located, and the site’s surrounds, and would result in no change to the shopfront’s existing structure or arrangement.”

Gail’s did not respond to our requests for comment on its signs.