Ambitious plans to transform the West Pier in Brighton have suffered a setback.

Architectural watchdogs said new seafront buildings should not be given planning permission.

St Modwen Properties has submitted designs for large shopping and entertainment buildings on either side of the landmark.

It says the development is needed to make restoration of the Grade I listed pier viable.

The Commission for Architecture and the Built Environment, (CABE) which offers impartial advice on the design of buildings, supports the scheme in principle.

However, a CABE spokesman said: "We feel the design is being pulled in too many different directions, not just because of the complex and difficult site but also because of the refurbishment of the pier.

"We think there have been too many unsuccessful compromises in the design.

"The pedestrian routes between the street and the pier are confusing and may even deter people from visiting the lower levels."

CABE said it was unconvinced about the design of the pavilion buildings on a seafront noted for its distinctive architecture.

The spokesman said: "There is no sense the pavilions are contributing to this distinctiveness or are reflecting the design of the existing pier buildings.

"They do not appear to reflect the heritage or the spirit of the pier, its ingenuity or its construction.

"While we support the aims and principles of the project, we do not think planning permission should be granted until these issues are resolved."

The Brighton West Pier Trust said most people it has consulted were in favour of the scheme but the pressure group Save Our Seafront has sent in thousands of letters of objection to the city council.

Dr Geoff Lockwood, chief executive of the trust, said the findings had been received by St Modwen and architects KSS Sports and Leisure Design.

He said: "They are quite happy they can adapt the design."