A deal which could see a luxury seafront property transformed into a futuristic eight-storey block of flats has sparked fury in historic Rottingdean.

Newly-elected parish councillor Harold Williams has found himself caught in the eye of the storm after putting his home on the market for £700,000.

The proposed development is on the site of his property, behind the sea end of High Street, which is being sold subject to planning permission.

The site is next to the long-stay car park off the main coast road, with access via Mr Williams' driveway.

A model of the eight-storey block has been made by Alan Phillips Architects.

No outline planning permission has yet been submitted to Brighton and Hove City Council, although the advice of the Brighton and Hove Architects Panel has been sought.

It sifts out applications before they are presented for decision by the city council's planning committee.

Residents have formed the Whitecliffs Action Group and aim to employ a planning consultant to help their cause.

They are furious with Mr Williams for selling to developers and say the block would spoil Rottingdean seafront and change the village.

They say the eight floors would rise above the edge of the chalk cliffs and tower above existing low-rise buildings, blocking the view of Rottingdean's famous windmill.

Daphne Woodcock, of nearby Highcliff Court, is leading the campaign against the block.

She said: "It will block existing views of the sea for many who live here and reduce property values."

Mick Bensley, who lives in St Margarets, said: "This development will spoil the view. I and many others are not happy."

Mr Williams said: "We are negotiating with the person who has made the highest bid, like any other house seller would do.

"The proposed building is higher than I thought but the developers have had discussions with the architects panel."

The flats have been designed by Brighton based architects Alan Phillips Associates, the company behind a development in Bazehill Road, Rottingdean, which involved knocking down a large nursing home and building nine flats.

Mr Phillips said: "It would transform the area and bring Rottingdean into the 21st Century.

"It will be an innovative and dynamic building."