PLANS to demolish one of the town centre's landmarks have been rejected by a planning committee.

London-based company Clarebrook submitted proposals to flatten the tented market, otherwise known as the Market Hall, and build a pavilion, complete with four restaurants or cafes and a coffee shop.

Parkridge Developments, which is behind the scheme at Regent Circus, and Modus, which is developing the area around Granville Street, both objected to the development as they said it would mean the area would have too many eateries, would lose valuable retail space and that it would undermine their projects on nearby sites.

And Swindon Council's planning committee upheld their complaints, despite council officers recommending the scheme be approved.

Council officers said the pavilion had been designed using contemporary architecture and would be a positive catalyst for future regeneration projects.

And they said the developers had worked hard to improve the cosmetic look of the building.

However, many councillors still thought the design was poor.

Coun Eric Shaw (Con, Wroughton and Chiseldon) said: "I think it is an appalling design, how does it fit in with the rest of the surrounding area?

"The design at this location is key and it looks like block housing. I do not think it fits the high standard we require."

Coun Rex Barnett (Con, Haydon Wick) said: "I think it is absolutely atrocious. I cannot believe our planners think this is wonderful. I think its abysmal. Let's chuck it out now."

The developers, who are currently appealing the original plans, which were rejected, will now be taking this secondary design to appeal as well.

The redevelopment of the market has been before the planning committee on a number of occasions already this year.

In January the planning committee deferred making a decision on the plan, so it could first clarify if it meant the town would lose its market.

In February the scheme was thrown out by the committee which said if it was approved it would detract from other regeneration schemes in the area and also because the design was not of a high enough standard.

It was back before the committee in April when councillors deferred their decision so the firm behind the scheme could improve the building's design.

After considering the new plan the planning officer said the proposal would improve the area's offering and not lead to an over-concentration of one kind of business.

She also said it would complement Wharf Green and turn it into a vibrant evening destination and she said the new proposals were for a pavilion with contemporary architecture.

The market closed last October and one of the options explored by Swindon Space Management was to relocate it, as it is only bolted to foundations, to the Olympic Park in London.