CONTROVERSIAL plans to erect a navigation tower to help customers find IKEA have been rejected by councillors.

Designs for a 187ft structure with the company's logo were put forward to West Berkshire Council (WBC) by the Swedish furniture store.

IKEA could be set to appeal the decision after expressing disappointment with the verdict, which was reached by the council's Planning Committee.

Tim Farlam, real estate manager for IKEA UK and Ireland, said: "Installing a navigation tower would make it easier for IKEA customers to identify the correct junction from the motorway leading to our store, potentially preventing them from a round trip of 24 miles that they would have to travel if they miss the junction.

"We are considering our options at this current time.”

Planning officers rejected the unpopular triangular tower on the basis that the 'visually imposing' structure would dominate the landscape.

Dennis Greenway, conservation and design officer, said: “Ironically, although the tower will be highly visible from local roads, where local customers will be more aware of the location of the store, for customers travelling from further afield, it will not be seen until quite close to the store when travelling along the M4 from the west, and even from the east it does not really pinpoint where to turn.”

WBC's head of development Gary Lugg expressed his concern with the project, adding: "The works would appear visually imposing and at odds with the soft backdrop to the conservation area, resulting in harm to the setting and significance of the conservation area."

IKEA previously withdrew plans for a similar 42-metre tower at the Calcot site last year following a number of protests and concerns from parish councils.

The council received a number of complaints from residents and parish councillors from Theale, Tilehurst, Holybrook and Sulham.

One objector said: "IKEA is very easy to navigate to, already appearing on signs and painted onto the road.

"I do not believe the sign provides a single positive trickle-down effect.

"Given that no good will gesture or compensation is being offered, I can only hope that this application is summarily rejected."