Derby based law firm Smith Partnership has expanded its regional footprint, with the opening of a new office in Hanley, Stoke on Trent.
The new location occupies the former headquarters of The Sentinel newspaper in Alexander House, a site with historic significance that became vacant when the publication transitioned to remote operations in 2021.
Due to the heritage importance of the building, Planning & Design were asked by Smith Partnership to help secure Advertisement and Listed Building Consent for the new signage for the new office, comprising one illuminated fascia sign and 3 non-illuminated parking bay signs plus 2 non-illuminated signs affixed to gate pillars.
Property History
Alexander House, also known as Bethesda School or The Sentinel Building, was first constructed in 1819 in a classical style to be used as a sunday school. More than 1,000 children were taught basic literacy skills, religion and general knowledge. The property was later enlarged in 1836 to better provide for the students and teachers at the school.
Since the properties original construction, the setting of the property has changed greatly with much of the historic infrastructure being lost. This has left the Grade II Listed, Alexander House in a prominent position on the edge of Hanley Conservation Area.
Securing consent
In more recent times Alexander House has operated as offices for the Sentinal Newspaper until the Newspaper moved out of the property and Smith Partnership Solicitors, based in Derby, opened a new branch in Alexander House, Hanley, Stoke-on-Trent.
With Smith Partnership Solicitors moving into the property they required signage to promote the new office and its location. As with their offices located in Derby, Burton upon Trent, Leicester and Swadlincote the company requested a large red branded sign with two smaller signs to be displayed on the front pillars of the property as well as smaller signs for their designated parking spaces.
As the property is listed any internal or external alteration require Listed Building Consent and due to the nature of the signs on the listed building advertisement consent is also required. Both applications were submitted in tandem with Heritage Impact Assessment, sectional/elevation drawings as well as details of the materials used in the signage.
Liaising with our client Smith Partnership, together with The Sign Room who were tasked with creating the and Stoke-on-Trent City Council, the local planning authority we were able to come to an agreed position on the materials and siting of the signs on the property. As the fencing and gate posts to the front of the property were also Listed as they form part of the properties curtilage, it was also necessary to provide information of the materials the signs would be made from and drawings to show that fixings for the signage would not fasten into brickwork. With the aim to avoid the brickwork and attach the sign into the mortar to have as little long term impact on the Listed property as possible.
The materials for the main sign were timber for the large, illuminated sign and metal for all other smaller signs. The council placed great weight on the materials of the signage and the type of illumination used to reduce the potential visual impact the signage could have on the conservation area and listed building. Upon finding an agreed position considering the councils position, the feasibility of creating the sign from the point of view of The Sign Room, and the requirements of Smith Partnership a deal was struck and the council granted permission for the Advertisement Consent and Listed Building Consent for the proposed signage.
Thankfully, with a supportive local authority (Stoke-on-Trent City Council), we were able to secure a planning consent in December 2024. Advertisement and Listed Building Consent applications for the signage were granted together with the position of the signage and materials used being agreed by all parties.
Whilst the use of the property is vastly detached from that of its original use, Alexander House will be both maintained and preserved for future generations to appreciate under the occupation of Smith Partnership Solicitors.


Smith Partnership’s new office in Stoke on Trent – Alexander House
Our Heritage Service
Planning & Design Practice Ltd are a team of Planning Consultants and Architects, based in Derby and Sheffield, who specialise in heritage projects. We recognise that historic buildings and landscapes are intrinsic to our sense of place and identity, and have considerable experience of developments involving Listed Buildings, Conservation Areas and World Heritage sites.
We have an in-house team of consultants, conservation architects and architectural technicians who ensure that proposals are designed sympathetically to conserve and enhance historic buildings and sites. We use our experience to provide the right level of detail to accompany applications for planning permission and Listed Building consent.
We have worked on numerous schemes affecting Listed Buildings, Conservation Areas and the Derwent Valley Mills World Heritage Site. We have the expertise and specialist knowledge to achieve success with your project regardless of its size. For more information on this project or to discuss your own project or property please contact us on 01332 347371 or email enquiries@planningdesign.co.uk

