A COMPANY has won planning permission to give a brand new look to an “ugly” shopping centre in Bournemouth.

A ‘living wall’ covered in greenery will become the new façade of The Avenue in Commercial Road.

The centre, which contains HMV and Sports Direct, was bought by Verve Properties last year.

The company wants to restore some of the original features of the early 20th century buildings that were damaged and covered up when the former Bealesons department store was converted into a shopping centre nearly 40 years ago.

It was given a “futuristic look, which consisted of just an ugly black glass façade”, Verve said, as “the trend at the time was to make old elaborate buildings more modern looking”.

Where the original fabric is missing, the affected areas will be replaced with a living wall housing a centrally-located, giant seven-metre TV screen.

Verve Properties director, Ashley Nicholson, said: “Retail may be struggling but town centres are vital and must be preserved as places where people congregate as a ‘go to’ destination. Retailing and town centres are evolving towards more experiential shopping and activities. We are keen to adapt and position The Avenue into that growing trend.

“Our background is creating destinations and restoring buildings - often humble ones - and they don’t come much humbler than this. Focusing on Bournemouth’s world-renowned gardens, we decided a living wall was the right metaphor for a new beginning and counter-balanced the uncovered and restored original fabric that celebrates the Town’s rich history.”

As previously reported, Verve hopes to add pop-up businesses, food traders, vintage markets, arts shows and events to the refurbished centre.

Its key tenants – HMV, Sports Direct and the Perfume Shop – will be staying in the centre.

Verve Properties was responsible for the Paintworks Project in Temple Meads Bristol, which is turning a derelict paint factory into a mix of shops, homes and restaurants. It is described as the city’s creative quarter, with more than 300 businesses.

Mr Nicholson said the TV screen, a permanent feature, could show coverage of events such as the Bournemouth Air Festival and Wimbledon.

“Verve are also in discussion with a number of parties to reinforce and broaden the retail offering in the premises, as well as introduce an exciting programme of events and pop up activities, with more information to be announced later,” he said.