Aldi plans for illuminated logo at new Eastbourne store

Aldi submitted plans to build a 2m high advertising board with an illuminated logo outside its new store at Sovereign Harbour in Eastbourne.

The newly constructed store, which is yet to open, was granted planning permission in August, despite receiving hundreds of objections.

As well as the new Aldi, the proposal also included a 66-bed care home and a building containing 57 retirement-living apartments, all to be built on a strip of land between Pacific Drive and Pevensey Bay Road in Sovereign Harbour.

More than 700 objections were received.

Residents protesting against the Aldi outside Eastbourne Town Hall in 2023 A further application submitted in July this year for illuminated advertising outside the Aldi store has received 44 objections, alongside two letters of public support.

Phillipa Briggs objected: "We do not need an illuminated sign for Aldi. Sovereign Harbour is primarily a residential area, not an industrial estate.

"People will know Aldi is there - it already sticks out like a sore thumb."

Andrew German objected: "Illuminated signage on a residential road that leads nowhere other than to residential property (in essence a cul de sac) serves little purpose, and is a shameful waste of energy."

The design of the illuminated advertising (Image: Aldi)

David Gunn objected: "The purpose of the sign is to inform people - in this case, those on Pacific Drive - of the presence of Aldi.

"There is no need for this sign as there is no passing traffic, other than residents familiar with the store.

"The proposed sign is excessively large and points directly at residential properties, causing disturbance, nuisance, and intrusion for residents in their own homes."

The Sovereign Harbour Residents Association also submitted an objection, writing:

"We are sure Aldi have the means, resources and hopefully the empathy, to provide signage in either an alternative location, or in a way that does not require illumination, to meet the wishes of their new neighbours and community."

CGI plans for the new Aldi from the 2023 application (Image: Aldi) Read more:

Despite these protestations, the plans were approved by Eastbourne Borough Council on August 15.

Planning officers decided that "the sign is well designed, has an appropriate level of illumination, and is appropriately located".

A condition was also imposed to ensure the signs will not be illuminated outside of store opening hours.