Draft Earl's Court shopfront design guide

This design guide will help businesses improve their shopfronts and bring a more unified design identity for the high street.

It is for business owners new to Earl's Court Road District Centre planning to install a new shopfront or signage, as well as more established business owners looking to improve or change their current shopfront or signage. It is also for designers and architects working on proposals.

To support your shopfront design, please:

• follow the  design code , and
• incorporate the  specific recommendations  for your shop

Note: The principles in this guide apply to shopfronts in many locations, including shops and businesses in Earl's Court generally. However, the design guide has been developed for and applies to Earl's Court Road District Centre (see map below). It provides more detailed guidance to help achieve the vision for Earl's Court as set out in  Policy PLV14 of the Council's adopted Local Plan 2024  and, if adopted as a Supplementary Planning Document, would be a material consideration in determining shopfront planning applications within the District Centre.

The diagram below sets out the main features of a shopfront. People use different terms for some elements but, to avoid confusion, the design guide only uses the terms below.

The drawings below demonstrate how the design and positioning of the individual elements can, in these two examples, produce a shopfront that makes a positive contribution to the high street (left), and one that does not (right).

You can move the slider from side to side to see each example.

Follow this set of specific and concise parameters, each with a rationale, when redesigning or altering your shopfront.

1.1 Historic, original features of a shopfront should be retained and restored and should not be obscured.

To preserve and enhance the character and appearance of the relevant conservation area as well as the overall streetscape

1.2 Where multiple original units are merged, the shopfronts of the original units should be retained. Vertical divisions (pilasters and corbels) should be retained or reinstated. Fascias should not extend across multiple units.

To retain the rhythm of the shopping parade and the relationship between the shopfront and its host building

1.3 Open shopfronts without a door or solid base to the building are not supported.

Open shopfronts appear as a void, breaking up the continuity of a parade of shops and giving a weak base to a building

1.4 Only two or three colours should be used on any single shopfront.

To create a harmonious appearance within the streetscape and clearly identifiable shop

2.1 Level access should be provided from the street with a maximum threshold of 15mm. Where a level change is unavoidable, an internal ramp should be provided with a non-slip surface.

To maximise the number of people who are able to access commercial and community facilities on the high street; To comply with Part M of Buiding Regulations

3.1 Traditional materials - timber and metal (except natural aluminium) - should be used for shopfronts. Widespread use of acrylic, plastics and other synthetic materials is not supported.

To give a high-quality appearance; Traditional materials are more sustainable and cost effective because they have a longer lifespan and can be repaired and updated

4.1 Pilasters and corbels should be retained or restored where original or reinstated. They should not be obscured. They should be retained or reinstated to follow the original rhythm of shopfronts where multiple units have been merged.

To provide a frame to the shop and a vertical rhythm to the street.

4.2 Stall risers should be retained or restored where original or reinstated. The height of neighbouring shops' original stall risers should be considered in the design, with heights approximately 20% of the overall shopfront height. Stall risers should not exceed the base of the pilasters.

To provide a solid visual base to the shop, provide protection from the street and for coherence with other shops on the street.

4.3 Cornices should be retained or restored where original or reinstated. They should not obscure the windows of the upper floors.

To provide a frame to the shop and ensure the shopfront is in proportion to the rest of the building.

5.1 The height of the fascia should be 15-20% of the overall height of the shopfront and should align and not exceed the vertical range of the corbels.

To ensure the fascia is in proportion to the rest of the shopfront

5.2 The fascia should be set back from the corbels so that the corbels frame and protect the fascia.

For a balanced shopfront and to retain the rhythm of units along the street

5.3 The information displayed on the fascia should be limited to the name of the trader, the street number and the type of trader.

To minimise visual clutter and provide clear signage with a high-quality appearance

5.4 Fascias should be in timber with either painted lettering or individual letters mounted on pins. Lettering height should not exceed 50% of the height of the fascia.

For a high-quality appearance and for coherence with other shopfronts in the street

5.5 Box fascias, reflective signage, use of plastic, vinyl, perspex or acrylic should not be used. Internal illumination should not be used.

For a high-quality appearance

6.1 Doors to shopfront should be painted timber to match the overall shop frame and part glazed. The solid panel at the base of the door should align with the stall riser.

To ensure the door is consistent in appearance with the shop frame

6.2 The width of the entrance to the shop should be a maximum of 25% of the width of the unit; this should be the width of the original unit where multiple units have been merged.

To ensure the shopfront has balanced proportions and a vertical rhythm that relates to the host building(s)

6.3 Doors to upper floors should be of the same design, colour and material as the shopfront door but unglazed. Fanlights above these doors are acceptable.

To give a consistent appearance and for legibility

7.1 Shopfront windows should be unobscured by large posters or adverts so that there is a view in from the street. There should be no LCD display screens. The glazing should be free of excessive signage or stickers.

To avoid a cluttered appearance, because being able to see into and out of shopfront windows makes an important contribution to the activity and character of the street and encourages customers to enter a shop

7.2 Extensive areas of unrelieved glazing should be avoided; transoms and mullions should be used to break up glazing, and these should reflect the vertical alignment of windows in the upper floors.

For a high-quality appearance and for coherence with other shopfronts in the street

7.3 Internal false ceilings, often concealing plant, should not be perceptible from the street; where present, they should be concealed behind fanlights with obscure glazing. They should not be concealed by boxing or extended fascia boards.

For balanced proportions of the shopfront

8.1 Illumination of signage is generally unnecessary because street lighting is sufficient. Any illumination should be warm light and kept to a minimum, sufficient only for the sign to be read.

To maintain consistent light levels and an appropriate hierarchy of lighting on the street, and to avoid shopfront lighting detracting from or dominating the overall streetscene, causing light pollution or glare

8.2 Any illumination should be external with minimal clutter; wiring should be concealed and light fittings finished in a recessive colour or to match the fascia. Halo-illuminated individual pin-mounted letters on fascia signs could be used.

For a high-quality, uncluttered appearance

8.3 There should be no internal box illumination.

For a high-quality appearance

9.1 There should be no more than one projecting or hanging sign per business.

To minimise visual clutter and provide clear signage with a high-quality appearance and for coherence with other shopfronts in the street

9.2 Projecting or hanging signs should not be fixed on corbels and should not obscure architectural features.

In the interests of the character and high-quality appearance of the shopfront

9.3 Projecting or hanging signs should be a maximum of 600 by 400mm, with a clearance from ground level of 2.4m

To minimise visual clutter and for coherence with other shopfronts in the street, and for pedestrian safety

9.4 Projecting or hanging signs should have minimal text, with the name of establishment or logo only, and lettering and colour to match the rest of the shopfront signage.

To provide clear signage with a high-quality appearance, and for coherence with the rest of the shopfront

9.5 Box projecting signs should not be used.

For a high-quality appearance

10.1 Awnings and canopies should only be used if needed for shelter or protecting the shop from sunlight.

To minimise visual clutter along the street

10.2 Awnings should be straight, canvas awnings, not Dutch or plastic canopies.

For a traditional appearance in keeping with the character of the area

10.3 There should be a minimum clearance from ground level of 2.4m, and awnings should not extend to beyond 450mm from the kerb edge.

For pedestrian safety

10.4 Awnings and awning boxes should not obscure architectural details and should be flush with the fascia, demonstrated through section drawings.

For a high-quality appearance and to preserve the prominence of the fascia within the shopfront

10.5 Lettering on awnings should match the style of the rest of the shopfront signage, and should be kept to a minimum.

To provide clear signage with a high-quality appearance, and for coherence with the rest of the shopfront

11.1 External security shutters should not be used.

To improve security through natural surveillance and to ensure the street is activated with views into the shop even when closed, particularly in hours of darkness

12.1 A-boards are not permitted on the public highway.

For pedestrian safety

12.2 Where there are private forecourts, A-boards should be kept to a maximum of 1 and should be positioned so as not to interfere with pedestrian routes and kept in good order.

For pedestrian safety, to minimise street clutter and for a high-quality appearance along the street

13.1 Private forecourts should be maintained flush with the footway and in a good state of repair.

For pedestrian safety and a high-quality appearance along the street

13.2 Consider ways to sensitively incorporate pigeon deterrents when redesigning shopfronts, such as angling horizontal surfaces to at least 35 degrees or keeping the depth of ledges to under 40mm.

To reduce pavement mess and staining

To help bring a unified design identity to the street, specific improvements are suggested for the shops on the high street. Find a shop or business on the map and download the guidance to incorporate these changes into your design.

These photographs of the high street from the RBKC archive are a helpful reference for businesses and designers looking to improve their shopfronts. The proportions, rhythm and dimensions of the original shops can guide new designs.

Please  share your views on this design guide  by responding to the consultation on the wider  Draft Earl's Court Local Action Plan .

You can contact the project team to request support in responding to the consultation, including hard copies or translation of consultation material, by writing to:

 GrowthandDeliveryTeam@rbkc.gov.uk  or calling 020 7361 3012 (Planning Line).

 Email us  to join the mailing list and receive project updates.