Antrim Road – video montage of route in/out of Belfast
Antrim Road Belfast In
Antrim Road ‘Belfast in’ (AI) is characterised by almost continuous commercial activity. The line of commercial premises is defined by the density of signage created in a mixture of materials, colours and letterstyles. There is a much greater density of commercial signage on this side compared to the opposite side, there are fewer residential premises or green spaces and no churches. It is punctuated by seven junctions with a density of commercial premises located at key junctions, which lead to communities and towards other of the city’s main arteries. Car parking is largely on the street, or down side streets due to limited available space, high building density and low rate of vacancy or dereliction. As a popular place to shop parking space is often scarce, people travelling to the city stop along this route to purchase goods on their journey.
The rising and falling levels of rooftops accompany changes of style and period of building construction, from Victorian terraces to modern apartments, some of which have ground floor commercial units. Buildings, for the most part, face straight onto the road, located directly on footpaths, occasionally trees, hedges, a few steps up to a doorway or small walls of about waist height, in front of residential premises, provide barriers, protection and privacy from the activity of the busy road. Many of the buildings have painted or part-painted fronts, sometimes in colours to compliment colours of signage, however the core building material of traditional terraces is still observable as red brick. Traditional red brick buildings are usually two or three storeys in height. Newer developments, in yellow or grey brick, concrete or steel rise to four or more stories; where ground space is limited along the route vertical space provides a solution for extension of commercial premises or addition of residential units.
Architectural modifications have been undertaken in many of the traditional Victorian terraces to accommodate commercial premises, ground floors often have bay windows removed, replaced with large display windows for goods. Dedicated fascia areas for signage are established between the ground and second floors to allow maximum display potential for advertising, which would otherwise be constrained to above sections of the canted bay windows. Advertising through signage takes place along
the route, for the most part, at mid level, seldom at high or low level.
More than half of the buildings on this side of the road are business only, the remainder are residential or mixed usage with business premises on the ground floor and residential units above, few are vacant. The most common footprint of premises on this side of the road, based on the footprint of one of the traditional Victorian terraced buildings (approximately seven metres, 22ft), although this is exceeded by new developments The greatest footprint is taken up by the Tesco (AI 1) premises, a flat roofed warehouse style of building, with corrugated metal panelling and glass and steel entryway. The building is denoted in purpose mainly by repetitive signage, the design of both building and signage is universal as opposed to local. Taking up an entire node the building has a designated car park and is unlike the other modest buildings and businesses on this route which, with their traditional architecture have a sense of belonging to this place.
The most commonly occurring type of commercial premises are hairdressers and barbers. Carry-outs and takeaway food premises thrive, from fish and chip shops, to Chinese food or kebabs. Chemists, opticians and veterinary services advertise their services, usually with modest signage. Grocery and food outlets sell basic supplies; there are no delicatessens or expensive extravagant niche outlets. Bars and off-licences demonstrate their affiliations to football teams. Goods for the home displayed in shop windows are functional and mass-produced; there is no market for luxury goods or services. 72 out of 94 buildings on this side of the road have commercial signage, a high density of commercial premises and signage compared to some of the other routes.
Antrim Road Belfast Out
The Antrim Road ‘Belfast out’ (AO) is characterised by large green spaces, the park surrounding the Waterworks, wide road junctions and far fewer commercial premises than on the opposite side of the road. There are few traditional Victorian buildings remaining, nodes where these might once have been are now occupied by modern apartment buildings or residential premises, often with purpose built commercial units on the ground floor. Where the colours on the side of the road on the way into Belfast are a continued row of red brick, painted frontages and commercial signage, on this side greenery and red brick dominate; there are few commercial signs.
The large footprints of apartment buildings are plain in detail, vertical space provides dwellings for multiple occupants without commercial presence or opportunity. Where the buildings on the opposite side of the road are generally situated on pavements, on this side they are often set back from the road, separated by walls, hedges or greenery, denoting the value of privacy in shared spaces. Commercial premises are constrained to the main road and tend not to extend round corners, beyond which community housing is located. This side of the road, leading away from the city towards the countryside, has two churches; there are none on the opposite side.
The park at the Waterworks stretches along an extensive footprint. There are, on this side of the road, only 21 commercial premises and a total of 38 buildings, a low density of buildings explains the low rate of commercial premises and signage. Few buildings are business only, they are, for the most part, residential, or of mixed business and residential use. Seldom do buildings have a painted or part-painted front, red brick frontages are maintained. The police station at the end of the section of route examined has a fortress-like appearance, the architecture of this building is itself a reminder of the road’s troubles.
Architectural amendments to Victorian buildings in order to accommodate commercial premises are visible, canted bay windows have been removed, replaced by display windows. Fascia signs stretch above windows, at a depth dictated by space between lower and upper storeys. There are no bars, cafes or restaurants on this side of the road. Grocery and food sold is of an essential nature, a laundrette, barber shop and bakery are the most extravagant shops. On both this and the other side of the road charity shops thrive. Nestled between a modern apartment block and Antrim Road Baptist Church (AO 30), is a three-storey Victorian building set back from the road by about ten feet (AO 29). The building might easily be missed unless being sought out. Metal grilles on the windows indicate a perceived need for security and a small discrete sign above the doorway reads, in Irish, ‘Tar Isteach, Republican Ex-Prisoners Association’.
Falls Road – video montage of route in/out of Belfast
Falls Road Belfast In
The side of the road on the way into Belfast (FI) is characterised by almost continuous commercial activity. There is a much greater density of commercial signage on this side than on its counterpart, there are, however, vast green spaces on both sides of this route and buildings taking up large grounds if not footprints. Churches and residential premises are located on both sides of the road, schools are located on this side, but not the other. This side of the road is punctuated by eight junctions, with commercial premises and murals on corners of most, which lead to the communities located behind the façade of the main route. Trees and greenery are evident on the site of the two schools, but seldom along the main route. Car parking is on the street outside commercial premises as all available ground space has been developed, other than on the site of the schools which have spacious grounds.
The architecture on this side of the road is comprised mostly of traditional Victorian red brick terraces, of two and three storeys in height. Some apparently more modern buildings still adhere to a two, or three storey format. The chapel rises above the other buildings, to around four or five stories in height, the Falls Road has a traditionally strong Catholic faith. This side of the road has continuous rows of Victorian terraces, from rows of five to a continuous row of 22 terraces, one of the longest unbroken rows of terraces observed on any of the routes.
Buildings, for the most part, face straight onto footpaths, the route is largely shared space, without barriers between wayfarers and buildings. Architectural amendments to buildings, in order to accommodate commercial premises, have been undertaken on the ground floor fronts of some Victorian terraces with canted bay windows removed in favour of large windows and dedicated fascia boards on which to place signage.
Many of the buildings have painted or part-painted fronts, the colour palette is of largely primary hues; green, blue, orange, pink, yellow and red and cream. The core building material is red brick, no yellow or grey brick is evident. The Car Showroom (FI 13) is conspicuous through its steel and glass construction, modern developments are few. The rising modern, angular, end turret of the Falls Pharmacy (FI 73), with its clock tower and decorative sculptures, painted in bright blue hues, marks the end of the section of route.
The majority of the buildings on this side of the road are business only, the rest residential and just two appear to be business and residential. Only one of the buildings appears to be vacant. Both buildings and signage on the route are well maintained. The most common footprint of buildings on this side of the road is one, the width of one Victorian terraced building, exceptions are schools, bars, the car showroom, churches and community venues.
The most commonly observed types of commercial premise are those related to health, carry-outs/takeaway food, hairdressers or barbers, restaurants or cafes and bars/off licences. The Failte Restaurant (FI 60) offers finer dining than the street-side cafés. A high proportion of the businesses relate to community needs. Only one building in the section examined provided goods for the home, mainly hardware. 51 out of 73 buildings on this side of the road, 70% – a high proportion compared with the Newtownards and Ormeau Road – had signage.
Falls Road Belfast Out
The side of the Falls Road heading out of Belfast (FO) is characterised by the large footprint of the Royal Victoria Hospital grounds and surrounding car parks. The various hospital buildings have been constructed through differing time periods, from the original Victorian red brick building through high rise developments of the 1960s and ‘70s to modern developments under construction. The hospital buildings are located behind either walls or fencing, behind which trees line the grounds. The buildings are largely flat roofed and brick colours vary from red to yellow, brown and grey, with the most recent buildings constructed in glass, steel and concrete. Signage is placed on the fencing enclosing the development. The buildings and surrounding grounds have a footprint of approximately 60 units, a great proportion of this side of the road, with only 54 units remaining, reducing commercial opportunities for small businesses and independent retailers.
Of the remaining ground-space, there is a high proportion of residential units, a modern apartment development, groups of new builds with residential premises located above designated commercial units. What was formerly a church, now Culturlann (FO 21), a cultural centre, with coffee shop, has its purpose designated by signage, without which it would still appear to be a church. Other than the high rise hospital buildings and former church, remaining buildings are two, occasionally three storeys high.
This side of the road is punctuated by nine junctions, although none major or with commercial premises extending around the corner, perhaps because these streets lead not to other main routes but to communities. Other than designated parking on the hospital grounds there are no car parks, parking takes place on the roadside. Other than the walled and fenced hospital premises, buildings face directly onto footpaths. Waist height walls in front of some residential terraces provide barriers from the street, marking out territory and affording some privacy from intrusion of passers by on the footpath.
Almost half of the buildings on this side of the road have painted or part-painted fronts, the colour palette is of primary hues, red, cream, pink, purple, blue, green or yellow; to a lesser degree more neutral cream, grey, black and white can be seen. Buildings are often painted to match colours in signage, extending the range of the signs, relating them to the building. The core building material is red brick and architectural amendments have been undertaken on some Victorian terraces to accommodate commercial premises. Most of the buildings are business only, a third are residential only and just four are of mixed business and residential use. Just two are vacant, demonstrating the value and viability of commercial premises. The most common footprint is one, bars restaurants a funeral home and community based ventures exceed this. The most common types of business are carry-out and takeaway food premises, legal, health and hairdressers. 28 out of 45, 62% of buildings are commercial premises with signage denoting purpose.
Newtownards Road – video montage of route in/out of Belfast
Newtownards Road Belfast In
Newtownards Road inwards (NI) is characterised by an array of small businesses, vacant or derelict buildings, new developments, two churches and green space with trees towards the motorway end, separated from the road by fencing on which community murals are placed. The core building material of Victorian terraces is red brick, an official building has, as most of the city’s historical official buildings are, been built in sandstone. Newer developments are created in concrete, glass and steel. The building heights are mostly three storey, the third often indicated by a dormer window in the roof area. Churches rise to about four or five storeys in height and new developments value vertical space, built higher than traditional buildings.
A small number of commercial premises have painted facades, two in orange, one in red and the remainder white. The Great Eastern Bar (NI 15), like many of the public houses on other routes, is painted in black and cream. It is a building which, through its ornate Victorian facade, appears as an extension of the signage – created in gold lettering applied directly to the pained black woodwork between lower and upper storeys. Signage does embrace a range of hues, although the colour code of the section of route indicated is largely red, white and blue shades.
Other than the green space towards the end of the route section examined, there is no greenery and buildings face directly onto the roadside. Even residential premises are without small walls or barriers between them and the street. Parking takes place on the roadside or on vacant lots and commercial premises are restricted to the main route – they do not extend down the side streets of the 12 junctions leading to communities. Murals on this side of the road appear at street corners, where the side streets join the main route. They vary from political to historical in nature, with the Titanic featuring prominently. Commercial premises are established in nodes, broken by vacant lots, churches and new developments. A large Bingo Hall marks the end of the route section examined. There are no restaurants offering fine dining, but there are a selection of fast food outlets. There are two pharmacies, a doctor’s surgery and dentist. Grocery and food outlets cater to basic needs and include butchers and a bakery, there are no large supermarkets on this side of the road and no luxury food outlets on either side. Hardware shops cater to basic needs for the home and a second hand charity shop offers furniture (NI 21).
A taxi firm, laundrette and hairdressers offer the most extravagant services and, as was observed on the Antrim Road, a make do and mend shop offers sewing services (NI 49). Unique to this route is a Highland Kilt outfitters (NI 46), and dog grooming service (NI 51), which would indicate that there is a market for both types of goods and services.
Signage is created in plastic, vinyl or wood, no luxurious materials are in evidence on this route and the language is direct and factual, seldom evocative and is designed to denote business purpose. There are, on this side of the road, only 55 buildings remaining, although brownfield clearance for new buildings and vacant lots evident on entire nodes would indicate that this number was at one time much greater. As is, there are 36 signs on a total of 49 commercial premises and a high vacancy/dereliction rate of 29% – 16 of the existing 55 buildings are empty.
Newtownards Road Belfast Out
The side of the road on the way out of Belfast (NO) is characterised by large residential areas, a park, three churches, a variety of commercial premises, funeral home and one new modern development. Building heights range from one storey to four, of the 51 buildings on this side of the road 25 are two storey in height. Churches and new development rise to four and five storeys. The core building material is red brick, although one of the churches is built of stone and the new development is made of concrete, glass and steel. The Iceland and carpet store are in a warehouse style building; the building purpose is largely indicated solely through signage. Eighteen of the buildings are flat roofed, which is fairly unique to this route as seldom are flat roofed properties seen on other routes. Some of the buildings appear to have been built in the 1960s or ‘70s, in breeze block or cement.
There are few trees or green spaces, other than in the park area, behind which the cranes of Harland and Wolff shipyard may be clearly seen. A few trees can also be seen in residential areas or church grounds, but there are none along the main route. Commercial premises face directly onto footpaths and many have grilles or wood on upstairs windows – shutters, once lowered out of business hours, would protect the lower floor. Parking, other than in residential areas and church grounds, takes place on the street. This road, although a main thoroughfare to and from other parts of the city, does not enjoy the commercial vibrancy of the other routes examined, Lisburn, Falls, Ormeau and Antrim Roads.
There are murals on corners of many of the side streets marking historical links of place to the shipyard and Titanic, giving voice to political and cultural preferences; some indicate a desire for community reconciliation and peace. A bar/UVF club (NO 21), indicates, through the stencilled signage repeated on the buildings front, a paramilitary presence in the area. The mural above A&M Furniture (NO 39) celebrates the Orange Order and Protestant culture.
Businesses with commercial signage on this side of the route include four carry-out/takeaway food outlets, four community based, three home, three grocery and food stores and three bars/off licences. Of the stores selling goods for the home, one sells carpets, another new, but not luxurious furniture and the third, which takes over two Victorian terraces, sells second hand goods. The grocery and food outlets sell basic supplies. There are two fish and chip shops, and businesses selling Chinese food and kebabs, but no restaurants or fine dining establishments. Unique to this route is a shop selling motorbike parts and a tattoo business. The DUP political office (NO 38) is conspicuous by its large red and white signage. The business with the greatest footprint is the funeral directors and memorial makers (NO 44, 45). There are 51 buildings on this side of the road, of which 36 are commercial premises and on which there are 31 signs. There is a high vacancy rate, 11 of the 51 properties appear to be empty.
Ormeau Road – video montage of route in/out of Belfast
Ormeau Road Belfast In
The side of the road on the way into Belfast (OI) is characterised by the embankment, a series of industrial buildings taking up large footprints, rows of residential premises, a variety of eclectic businesses and major road junctions. At the end of the route section examined there has been extensive land clearance and a series of new developments built, to include a fire station headquarters, but leaving vacant land with car parks and billboards. This taking up of space by large developments and vacant land reduces the potential for commercial premises on this side of the route. 42 of the 52 of the buildings on this side of the road are three storey, eight are two storey and only two four storeys in height, a departure from the two/three storey breakdowns on other routes.
Whilst red brick remains the core building material, as seen on other routes, more than half of the properties on the section of route examined have painted or part painted fronts. The colours of building facades are generally shades of cream or white, with some grey detailing, subtle hues overall, apart from the Ulster Television buildings (OI 50), formerly industrial in nature, where the render has been painted pink. The new development of Ormeau House (OI 48), with lower ground floor businesses is built from red brick, glass and steel, but with extensive cement render on the front of the building painted cream in keeping with the appearance of nearby residences. Colour palettes are muted in comparison with the Falls and Antrim roads, at least on buildings, but not on signage, where the cultural mix of the area becomes evident as the different culturally-specific colours are represented on signs.
Some of the rows of three storey terraced houses appear to be Georgian in origin, a fairly rare observation on the arterial routes. Unlike the Newtownards Road, pitched roofs are common for most of the buildings on this route, with exceptions of modern architecture, Ormeau House, an industrial building at the embankment end and fire station at the other, which have flat roofs. There are 13 junctions on this section of road with businesses largely constrained to the main route and not down side streets which lead to communities. Parking takes place at the roadside or on vacant lots and buildings face directly onto the street. A few of the residential terraces have small walls of about waist height to provide privacy and to separate property from the street, designating private space. Apart from small bushes in front gardens there is little greenery, with only a few relatively small trees planted along the footpaths, but mature trees can be seen down side streets and at either side of the embankment. Ormeau park is located beyond the bridge, so vast green spaces can be accessed by the communities. Billboards are placed on buildings at street corners, or on vacant lots.
A high proportion of buildings, 25 out of 52, on this side of the road are residential only, 14 are business only and the rest mixed use with residential units above commercial premises. The Industrial buildings have their purpose denoted by signage. Signage on the Asian Supermarket takes up a large space between the ground and upper stories of an industrial building at the start of the route.
Commercial premises are marked on this road by their cultural diversity. Stranmillis travel (OI 4) displays its signage in both English and Chinese characters. The Asian supermarket (OI 3) sells Asian food supplies, the Bangla Bazar (OI 10) sells African and Asian food and the Karolina Shop (OI 9) Polish food. There are no fish and chip shops, the only carryout food business. The Original Istanbul (OI 25) sells kebabs and pizza. Of the four grocery and food outlets on this section of route only the Day Today shop (OI 37), sells basic food supplies and there is one bakery. Other businesses include two hairdressers, three community based ventures, one off-licence, a carpet shop, bicycle shop and taxi office. There are 52 buildings, of which 29 are commercial premises, on which are 22 commercial signs. Seven of the 52 buildings on the route are vacant but none appear to be derelict, indicating that vacancy may be temporary. Buildings and signage on this route are, for the most part, well maintained.
Ormeau Road Belfast Out
The side of the road on the way out of Belfast (OO) is characterised by the vast industrial development of the Gasworks (OO 1-3), Klondyke Doe building (OO 4), vacant lots with billboards, residential premises and a variety of commercial businesses and bars. The core building material is red brick and core building style the Victorian terrace, unlike the opposite side there are no Georgian buildings. There has been extensive brownfield site development and a great proportion of the buildings observed are modern, although most retain the red brick core building material of place. Unlike many of the modern buildings observed for this investigation they have pitched roofs resembling those of the Victorian architecture. Facades, when painted, are in shades of cream, apart from the Rose and Crown Bar (OO 20) on which the lower storey is painted black, a traditional colour used on pubs on arterial routes. The Hatfield Bar (OO 15) and Hatfield House (OO 14) rise above the three storey height of other buildings and have colourful signage and painted ironwork. A combination of visual messages are placed on windows, banners, awnings and commercial signage in various materials.
There are ten junctions on this side of the road, with commercial premises extending into side streets down which communities are based. Parking is on the roadside, on vacant lots and down adjoining streets. Newer business premises are set back from the road, often with parking spaces in front or at the sides of buildings, older traditional terraces face straight onto footpaths. Some of the terraced residential properties have small waist height walls to create private spaces. Trees and greenery are rare along the route, but do line side streets and the embankment.
There are just 42 buildings on this side of the road, the potential for commercial premises to exist is reduced by the large footprint of the Gasworks and vast vacant lots. Of these 42 buildings 36 are commercial premises, on which there are 34 signs. 16 of the buildings are mixed use, with business units on lower stories and residential units above, 17 are business only and 6 residential only. A large apartment block reaching four stories high takes up an entire node where once individual properties might have been, with an expanse of waste ground beside it. Only three of the buildings are vacant and of those that remain most are well maintained. Signage is in much more varied hues than the muted colour palettes of the buildings on which it is situated and is maintained in varying conditions, although much of it good.
The most commonly occurring businesses on this side of the road are those relating to health, doctors surgeries, although, unique to this route is a Chinese alternative health practitioner (OO 40). There are four carry-out and takeaway food outlets selling Chinese food, fish and chips, Italian food and pizza and an Indian Takeaway, a mix reflecting the cultural diversity of this road. There are three bars/off-licences, two accountants, a solicitor and a hairdresser. Unusual are a gallery and photographic studio, internet cafe and Sinn Fein political office, the latter for its signage, in muted black and white tones and neutral typography.
A furniture store sells basic household furnishings ‘The Very Thing’ (OO 8) to decorate your home, a charity shop provides second hand clothes and goods for the home. Grocery and food outlets on this side of the road sell basic household food supplies and a bakery sells home baked goods, but here are no delicatessens or luxury food outlets. Small luxuries include takeaway food and a hairdresser/barber. Like the other routes a betting shop offers gambling. The bars on the Ormeau Road are well known throughout the city as music venues and good places for a night out, so cater to clientele not necessarily specific to place, often travelling from further afield.
Lisburn Road – video montage of route in/out of Belfast
Lisburn Road Belfast In
The side of the road on the way into Belfast (LI) is characterised by almost continuous commercial activity. There is a much greater density of commercial signage on this side than on its counterpart. There are two churches, but the largest footprints, the Park and Police Station are on the opposite side. The road is punctuated by 11 narrow junctions, with commercial premises often extending around the corners into side streets. There are no trees planted on the footpaths, they are only seen on church grounds or down side streets. Other than at the Co-op Superstore (LI 81) there are no car parks, parking takes place on the main route, outside commercial premises, or down side streets. No murals can be seen on street corners, which is unique to this route and evidence that the socio-cultural divisions present in the working class communities of other routes are not present here. There are no vacant lots, or sites with billboards, extensive brownfield development has taken place; on the Lisburn Road commercial property and ground space are valued at a premium. Businesses and rents are expensive; a property on the road is considered to be more exclusive than those on other routes.
The architecture on this side of the road is a mixture of Victorian terraces and new modern developments incorporating business and office units. Some of the newer developments are much taller than the Victorian terraces, others maintain the skyline, if not other building characteristics, established by the traditional architecture of place. The most common building height on the route is three storey, with some one or two storey and many of the modern developments four or more stories high. On modern developments, pitched roofs of the Victorian architecture are often replaced by flat roofs. Other than the small walls, hedges and gateways of residential premises, buildings face straight onto the footpaths. The longest row of Victorian residential terraces has eight homes. The longest row of continual commercially occupied terraces with the same core Victorian architecture is 14. Amendments to much of the traditional architecture have been undertaken in order to accommodate commercial premises. Removal of ground floor bay windows, which, particular to this route, are curved and not canted as they are on other routes, is apparent on some commercial premises, though in many instances bay windows are retained. Just over a third of the buildings have painted or part-painted fronts, the colour palette is muted, in the majority of buildings the colours are not primary, as they are on the Falls and Antrim Roads, but cream, white, black, or grey. This muted and sophisticated colour palette is echoed in the colours of signage.
The core building material is red brick, a few of the buildings use yellow brick; other building materials, particularly on the modern developments, include steel, glass, cement and wood. Buildings and signage are well maintained on this route. Newer architecture is often unique and unusual, Lily’s Pub and Eatery (LI 1), has been created with a front fascia area taking over the top half of the building to accommodate signage, beside which is a vertical garden. Templeton Robinson Estate Agent (LI 65), is rendered in cement, painted white with horizontal green and red stripes stretching the width of the building front, extending the corporate colours of the brand; the whole of the building is a sign.
Most of buildings on this side of the road (LI) are business only, though some residences are maintained and often apartments can be seen above businesses, with planted pots and greenery indicating pride of ownership. 15 of the 98 buildings appear to be vacant, but on this route vacant means ‘to let’, there is no dereliction and properties are soon occupied. The most common footprint of the buildings is maintained as one, businesses stay within the ground space of traditional terraces, rarely taking over the premises next door, which ensures a maximum density of independent retailers along the route and maximum commercial opportunity. New buildings break with this tradition extending across entire blocks and stretching upwards as apartments share space with residential units below. The new developments are contemporary, built in materials that outshine the red brick of traditional terraces, but lack their charm.
The most commonly observed types of commercial premise are restaurants or cafés, which line the route, as leisurely strolls or shopping trips entice wayfarers on the route to sit and watch the scenery of the park facing, or tree lined suburban homes, or to enjoy being a part of this place. Ladies fashion outlets advertise expensive designer clothes, ‘male grooming’ competes with ladies’ fashion. Like other routes there are a high percentage of hairdressers and barbers, but by the appearance of the buildings, custom made signage and evocative language, services offered are perceived as more expensive than might be found elsewhere. Grocery and food outlets advertise delicatessen foods, gourmet foods or fine cheese. Property and estate agents and businesses concerning finance and investment are prominent. Businesses selling goods for the home are plentiful and display their designer wares under spotlights in pristine premises enticing the viewer to aspire to the lifestyle offered by displays.
Photographers and galleries, jewellers, media and public relations and architects advertise their wares to those with disposable income. A ‘spy agency’, (LI 73) located in an upstairs premise and noticeable only if the viewer looks up, offers its secret services to those with means to pay for them. This route has the greatest number and variation of commercial premises of the five arterial routes observed, buildings and signage reflect this diversity; the lifestyle offered is one that many people cannot afford.
Lisburn Road Belfast Out
Lisburn Road ‘Belfast Out’ (LO) is characterised by the mixed architecture and spacial usage of the police station, park, fire station, private homes and businesses. The density of commercial premises and signage is much lower on this side of the road than its opposite. Many of the residential premises are detached and larger and grander in appearance than the Victorian terraces observed on the sections of other arterial routes of the study. Most of the buildings are two storeys in height, with the exception of the mock Tudor three storey structures towards the end of the section of route examined. New multi-purpose developments with designated business units on lower floors and residential units above rise to three or more storeys in height. Apartment living is desirable on this route, a Lisburn Road address brings with it a good social standing – it is the prime choice of location in the city for many young professionals.
The core building material is maintained as red brick, even in newer developments, although in more modern buildings the brick is broken up by large expanses of glass. Other than the mock Tudor buildings, five private residences and one new development, building fronts are unpainted and red brick remains exposed. Where building fronts, are painted, almost all are in muted hues, shades of cream and white; the one exception is Toni & Guy hairdresser (LO 10), with the brickwork painted black. Commercial buildings face straight onto footpaths, but private residences are set back from the roadside and surrounded by walls and mature trees. The eight narrow junctions on this side of the road lead to tree-lined avenues where residential premises are priced at a premium. Businesses are restricted to the main route, where parking takes place on the roadside or down the adjoining streets. Since the road is a prime location for shopping and dining, cars are often tightly packed into available roadside spaces, both on the main route and down side streets.
Architectural modifications have been undertaken on the ground floor of traditional buildings to accommodate commercial premises, providing space for large windows and long fascia signage. Signage is located mostly at mid level, apart from on newer developments where signage appears on a large scale in windows of upper storeys and on Toni and Guy Hairdresser a banner-style sign is paced between the two second storey windows. The colours of signage on this side of the road are often in brighter hues than observed on the opposite side and materials tend to be simpler; plastic boxes are a popular format. Its is on this side of the Lisburn Road that arguably the most unique signage is observed, as the Chelsea Wine Bar (LO 13) is designated only by a small discreet cast iron plaque, although trees in pots in the doorway provide additional ‘mute signals’ that this is a place to eat and drink.
The police station at the start of the route examined bears architectural similarity to that on the Antrim Road in that is it recognisable, even without signage as being a security building. However, the relative ugliness of the high corrugated iron fencing on the Antrim Road is not present and the brickwork is in the traditional red. The fortress has rounded turrets marking corners and red brick pillars between corrugated iron panels; entrance is through an archway. The resemblance, through connotative links made with the architectural devices apparent might, in this instance, be compared more to a castle than fortress.
Beside the police station, the fire station, despite its stereotypical large red doors, requires signage. The building is a red brick, two storey structure, with cream detailing; it is the Fire Station (LO 2) signage, not building style that primarily denotes purpose. An array of commercial premises line the route between the fire station and park; a restaurant, hairdressers, barber, solicitor, menswear and dress and suit hire shop, two coffee shops, bar/restaurant, Marks and Spencer (LO 14) food outlet and Import Merchant (LO 15) selling imported goods for the home.
The park, like that on the Antrim Road, takes up a large footprint on this outward bound side of the road (LO) and further reduces the potential for commercial premises, as do the many large residential premises. Despite this, like the Antrim Road, the density of commercial premises on the opposite side provides ample opportunity for commerce to thrive. Beyond the park two of the buildings provide private health care, denoted by discrete signage on metal boards suspended between poles at the roadside end of front gardens. The lettering on this signage is so small as to be unreadable from the road; these signs must be read at close proximity to see the range of services offered. Harley Healthcare provides plastic surgery (LO 21). The Ulster Bank (LO 26) takes up a corner lot, with the building purpose denoted by gold lettering on the red brick walls of a building with ornate roof detailing and a small car park.
An eclectic mix of businesses beyond the bank include a delicatessen, butchers, bakery, chemists, home furnishings, pharmacy, opticians and fashion outlet. The most frequently occurring businesses on this side of the road are grocery and food outlets, restaurants and cafés, coffee shops, hairdressers, fashion and homewares, the latter being suppliers of luxury furnishings and not hardware or basic home supplies. Of the 41 premises on this side of the road 33 are commercial in nature, of the 33, 17 have residential premises located in the same building. There are 35 commercial signs, with some premises accommodating two businesses.
There is only one vacant premise on the route, on which a ‘To Let’ sign advertises its availability. Buildings and signage on this side of the Lisburn Road, like its counterpart, are all well maintained, there is no dereliction or breakage, no graffiti or any other indication of economic decline.