A BRISTOL-based housing developer has been urged to go away and come up with fresh designs for a new housing development on the edge of Bradford on Avon.

Bellway Homes Ltd (South West) wants to build 58 new homes on fields to the north of Holt Road and Cemetery Lane.

The company wants to build 35 three, four and five-bedroom houses and bungalows to sell on the open market and 23 three, two and one-bedroom units of affordable housing.

But members of Bradford on Avon Town Council’s planning and environment committee have urged the company to totally rethink its scheme.

Residents told a meeting the existing designs were “bland”, “ordinary” and “uninspired” and do not complement the town’s existing historic architecture and character.

Rosie MacGregor, chairman of Bradford on Avon Preservation Trust’s planning committee, said: “We are surprised and

disappointed by the latest revisions which, apart from the negligible and unnecessary reduction in numbers by two dwellings, represents few improvements on the plans previously submitted.

“The proposals are uninspired and ordinary in the extreme. The development lacks any local context; it could be anywhere.

“This is a bland, speculative housing development, repeated in towns and cities throughout the country, that fails to respect the special character of the townscape of Bradford on Avon. It lacks any design elements or layout features that would

respond to the local vernacular.”

“Both the layout and elevational treatments are of a poor quality. A suburban style that is not worthy of this historic market town.”

Last October, the firm’s architect Rod Chapple and Bellway employees Rhian Powell and Dan Holland were forced to listen to a barrage of criticism from local residents upset by their plans.

On Wednesday, town councillors lodged another objection to the scheme, which has already been granted outline planning permission.

They will again urge the company to stage a public consultation exercise to address concerns about the architectural designs, bat corridors through the development and the siting of a play area.