PLANS have been submitted to install four digital screens at a business located in Bradford’s historic Wool Exchange building.
Regal Salons is seeking permission to put up the digital screens to “leverage the high visibility and heavy foot and vehicular traffic of this strategic location to promote the business effectively and secure privacy of customers”.
The application says the location of the business, at the junction of Market Street and Hustlergate, serves as a “critical intersection” and is the “ideal location to capture the attention of a diverse audience”.
It adds: “The Wool Exchange building in Bradford stands as an iconic testament to the city’s rich textile heritage.
“Completed in 1867, this architectural marvel served as a bustling hub for wool merchants, epitomizing the region’s pivotal role in the global wool trade during the Victorian era.
“With its ornate Gothic Revival design, the building not only embodies the economic prosperity that wool brought to Bradford but also showcases the intricate craftsmanship of the era.
“Today, the Wool Exchange building stands as a Grade I-listed building, a cherished heritage site, preserving the legacy of Bradford’s textile industry and offering visitors a glimpse into its storied past.
“Presently, Regal Salons occupies the ground floor of one section of the Wool Exchange building.
“Due to privacy requirements of the business, the windows are covered with associated business posters/advertisements and white glass frosting.”
The application says this creates a “disruptive and incoherent visual language with the listed building”.
It adds: “The proposal entails installing cutting-edge digital screens measuring 3.2 meters by 1.9 meters and 2.5 meters by 1.9 meters on the ground floor of the junction of Regal Salons.
“The digital screens will project business-related advertisements while ensuring the privacy of the attending customers.
“The proposal intends to improve the current state of the presentation of the windows and respect the heritage features of the building using new technology.
“The proposed digital screens prioritise safety for vehicular drivers while delivering engaging content.
“The installation will adhere to strict safety guidelines, ensuring that it does not obstruct the line of sight or distract drivers.
“The screen will display content at appropriate intervals, avoiding sudden changes that could potentially cause distraction. Brightness and content will be regulated to prevent glare or visual discomfort for motorists.”
A heritage statement says the proposal does not affect the building or structure and adds: “We are requesting to display advertisements on the inside of the windows of the shop.
“We do not wish to alter the building in any other way. As we have recently opened our shop here, these advertisements are necessary to attract customers. We fully respect the historical nature of the building and wish to simply promote our business without changing anything about the site itself.”
