PLANS for a nine-storey block of 46 flats in Wharfdale Road would "stick out like a sore thumb" according to a heritage organisation.

The Bournemouth Civic Society has called for the proposals to be refused after criticising the building's height, proximity to nearby houses and appearance.

Primetower Properties submitted an application for the flats, consisting of seven one-bedroom apartments and 39 two-bedroom apartments, in July when it described plans as a “cohesive addition to the established townscape”.

John Soane, built environment consultant to Bournemouth Civic Society, said: “The built footprint would be extremely large in comparison with those of the existing small houses at the entrance to the site in Wharfdale Road.

“The Society strongly feels that not only is this building extremely banal and unimaginative, it would also stick out like a sore thumb being built in such a prominent position so close to Wessex Way.

“In order to preserve a clear perspective along one of the principal routes leading into Bournemouth, permission has never been given for any very high structures to be built near Wessex Way since this route was constructed over 30 years ago.

He continued: “Local comment is of the opinion that the excessive size of the new building would exert a negative impact on the existing more intimate, social character of the adjacent houses which are only between two and four storeys high.

“It was felt that the suggestion made in the Design Report that the proposed structure would blend easily with neighbouring buildings of similar height was not accurate. Consequently, we have decided that since this proposal is in no way compatible with the planning policies of the Bournemouth Local Plan, it should be refused.”

Developers claim that the building would support the employment of 142 people.

Their report said: “The HBF Housing Calculator illustrates that the building of 46 homes is estimated to support the employment of 142 people, increased open space, community sports, leisure spending by £37,085.2, generate £37,085.2 towards education spending which could provide up to 17 classroom spaces, generate £554,438 in tax revenue including £51,955.16 in council tax revenue.”

In May 2016, planning application was approved for the erection of a six-storey block of student accommodation at the site. The new proposals would increase the scale of development on the site from six to nine storeys, where the ground levels dictate.