A DECISION has been made regarding proposals for an 'ugly phone mast' planned for an iconic building in the heart of Stroud. 

Telecoms company Cellnex UK submitted a planning application to install a 15 metre pole on the roof of the art deco Silver Rooms building at The Cross in Nelson Street in June. 

Dozens objected with some describing the proposed mast as ‘ugly’ and as an ‘eyesore’ which would ‘tower above’ the high street.

The proposed scheme submitted to Stroud District Council included erecting a one tri-sector antenna, two equipment cabinets and a GPS node with other apparatus.

These proposals have now been refused by officers who said the plans would 'bring substantial harm' to the building and would be 'detrimental' to the area and street. 

Planning officers added that not enough information was given over the benefits of the upgrade. 

According to the application, the mast would have replaced an existing pole and equipment already installed on the roof.

Cellnex says the new mast would be wider and provide an improved 2G, 3G and 4G service for Three UK and EE customers.

The iconic art deco building - which was formerly the Stroud Co-operative department store - was originally built more than nine decades ago in 1931.

The site is also currently home to launderette Soap N Suds and café Hristo’s kitchen.

One comment read: "This area is of historical interest and the mast would be an eyesore and blight on the landscape, towering above Stroud High Street.”

In the plans, Cellnex argued that its proposal was the ‘least visually intrusive option’ available.

A planning document reads: “The purpose of the replacement structure was to facilitate essential new enhanced network coverage and improved service to businesses and residents within the immediate area.

“The applicant would like to stress that it is imperative that communications are not only maintained but also improved to ensure capacity and real time data is at the forefront.

“It is considered that the least visually intrusive solution had been put forward via the upgrading of an existing site with a very similar installation, rather than the introduction of an entirely new ground-based installation or a larger stub tower on the same rooftop.

“The building benefits from being an established telecommunications site that has been a well-established feature of the area for many years.”