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Mr. Tim Smith
Executive Director
Heritage Victoria
Department of Transport, Planning & Local Infrastructure
1 Spring Street
Melbourne
Victoria 3000
heritage.permits@dtpli.vic.gov.au

Dear Sir

SUBMISSION

Application for a Heritage Permit

Application Number: P22098
Land: 140 Swan Street, Cremorne Richmond Victoria
Name of Registered Place: DIMMEYS [VHR 2184]
The Application is for a Permit to: Install four (4) non-illuminated
Coles advertising signs to the Clock Tower

BACKGROUND
The Dimmeys building is listed on the Victorian Heritage Register. The land on which the building
stands is located within a Heritage Overlay.
Statement of Significance:
What is significant?
Dimmeys was designed by the prominent architects H W & F B Tompkins and built in stages
between 1907 and 1918 and extended in 1986. It originated in a two-storey drapery store on the
corner of Swan and Green Streets built in 1878 by Joseph Britten, whose family had run a drapery
store in the area since 1853. This was purchased in 1898 by Dimelow & Gaylard, a drapery firm
from Maryborough, and in 1904 it was taken over by John Jeffery, who retained the by-then
colloquial name Dimmeys. The original store suffered fire damage in 1906, and in 1907 a new
steel-framed building designed by the Tompkins brothers was built by Robert McDonald. It retained
the narrow 1878 facade on Swan Street but had a new American Romanesque faade along
Green Street. In 1910 Jeffery began a rebuilding program, with the extension of the store to the
west in the same style as the Green Street facade, and also the construction of the clock tower,
and he also changed the name to Dimmeys Model Stores, to reflect its high-fashion status. The
globe
on top of the tower was then clad with ruby glass (replaced in 1939 with copper) with 'Dimmeys'
written on it. This was lit from inside and was visible for miles. The store was extended further
along Swan Street in c1915 and c1918, when Jeffery also replaced the front faade of Britten's
1878 store. This resulted in uniform facades extending 39 metres along Swan Street and 67
metres along Green Street.
The store sold a wide variety of merchandise on the ground floor, and on the first floor were
workshops and the mail order service for regional customers. During the depression the store
began to focus on quality goods at reduced prices, and in the post-war period it ceased
manufacturing and became one of the most prominent bargain stores in Melbourne. The cast iron
verandahs on Swan Street were removed in 1959. In the 1960s the Roman numerals on the clock
faces were replaced with the letters DIMMEY STOREs, and the cladding around the interior iron
columns, the timber service counters and the original pneumatic cash system were removed.
The original walk around display windows were removed in 1970. In 1986 Dimmeys acquired
another store to the west, and extended the store to Byron Street in a similar style to the original.
The company collapsed in 1996 and was sold, but there are still about twenty Dimmeys stores
throughout Victoria. In 2004 the local artist Hayden Dewar was commissioned to paint a series of
murals representing the history of the store and of Victoria since 1853 along the Green Street
facade.
Dimmeys is a two storey brick American Romanesque style building, with arched Romanesque
windows on the first floor of the long facades along Swan and Green Streets. The main feature is
the four level clock tower, which is a local landmark. On each side of the top of the tower are four
clock faces with the Roman numerals now replaced by the letters DIMMEYSTORES, and the
name DIMMEYS is also painted on the four balconies below. At the top of the tower is a dome,
supported on decorative arches above the clock faces, and this is surmounted by a large copper
globe. There is now a cantilevered verandah on Swan Street, but a cast iron verandah has been
added to the 1986 brick addition on the west end of the store. Large modern plate glass
windows have replaced the original display cases on the ground floor. Much of the Swan Street
facade and the tower have been painted.
How is it significant?
Dimmeys is of architectural and historical significance to the state of Victoria.
Why is it significant? Dimmeys is of architectural significance as a fine, intact and early example of
the American Romanesque style in Victoria and of the work of the prominent architects H W & F B

Tompkins. Its significance is increased by the tower which is a prominent and well-known
Melbourne landmark. In 1997 Dimmeys was ranked first in the Age newspaper's Melbourne Icons
series. Dimmeys is of historical significance as an example of the many large department stores
which were built in the suburbs of Melbourne during the pre-WWI retail boom following the 1890s
depression. Its changing status from a once-fashionable department store to a prominent bargain
store eflects the changing fortunes of Melbourne's inner suburbs during the twentieth century.
Source: Victorian Heritage Database Report: DIMMEYS
2010
In 2010 Richmond Icon Pty Ltd applied for a Heritage permit to Heritage Victoria. Heritage Victoria
subsequently issued a permit for a 10 storey residential tower on the Dimmeys site.
2011
In 2011 Richmond Icon Pty Ltd Made Application for a redevelopment of the Dimmeys site in
Cremorne
Media Releases 2011
Dimmeys redevelopment proposal knocked back 23 February 2011 Yarra Council has rejected a
planning permit application for a redevelopment of the heritage-protected Dimmeys site in
Cremorne.
Council last night resolved that a Notice of Refusal to Grant a Planning Permit be issued to
Richmond Icon Pty Ltd for a redevelopment involving a 10-storey residential tower on the Dimmeys
site.
Under the proposal, the Dimmeys clock tower and Swan Street faade would be retained, with 82
residential dwellings provided across the site.
Yarra Mayor Cr Alison Clarke said Council had received more than 370 objections to the proposal.
"The Dimmeys clock tower is a much-loved landmark which we wish to see preserved and
protected for all Melbournians," Cr Clarke said.
"The bar is set high when it comes to redevelopment of this landmark site, and this proposal fails to
provide for a high quality architectural outcome," she said.
"We believe the bulk and height of the 10-storey tower would detract from the visual prominence of
the Dimmeys clock tower.
"We are also concerned that the proposed vehicle access into and out of the site would create an
unreasonable impact on traffic, car parking and safety."
Cr Clarke said Heritage Victoria had approved a permit for a slightly different redevelopment on the
site, but the developer needed to obtain planning approval from Council as well. The developer
has 60 days in which to lodge an appeal to VCAT against Council's decision.
Dimmeys redevelopment
In November 2011, the Victorian Civil and Administrative Appeals Tribunal (VCAT) approved a
redevelopment of the Dimmeys site in Cremorne.
Council had strongly opposed the redevelopment, refusing to issue a permit for it and then
employing a senior barrister to argue the Council and community's case at VCAT.

Despite this, VCAT has ordered Council to issue a permit to Richmond Icon Pty Ltd for the mixeduse redevelopment, which will involve a new supermarket and 82 apartments. The Dimmeys clock
tower and Swan Street faade will be retained.
2014
DIMMEYS Recent Heritage Victoria Decisions:
1.1 Existing approval Heritage Victoria recently approved, under Permit P21787, a suite of
external signs to the property primarily associated within the proposed Coles Supermarket use and
associated Liquorland tenancy. The signage included a variety of materials and formats such as
light boxes with vinyl graphics; acrylic face illuminated signs; panels with laminated digital prints;
single-sided cantilevered signs; double-sided pole signs; and flex face signs with vinyl graphics. In
addition to the commercial signs, other signs associated with parking (residents and Coles
patrons), entries and exits, and loading were also approved.
The proposed signs to the clock tower were not approved under Permit P21787.
Source:
STATEMENT OF HERITAGE IMPACTS. PROPOSED 'COLES' SIGNAGE TO DIMMEYS CLOCK TOWER. 140 Swan
Street, Cremorne. Lovell Chen Architects & Heritage Consultants. Prepared for Richmond Icon Pty Ltd.

The Proposal
4.0 Proposal
This current proposal is for external signage to the clock tower of Dimmeys at 140-160 Swan
Street, Cremorne. Victoria. The new signage will replace the DIMMEYS signage, which was
recently attached to the tower, as shown in the 2008 images at Figure 8 and Figure 9.
The signage is illustrated in the architectural drawings prepared by Armsby Architects (dated 15
August 2014, numbered SG.11-SG.16, Revision F). Specifically, the signs are proposed for each
elevation of the tower; will be sited between the balcony mouldings; will not be internally
illuminated; will be 3700mm wide x 700mm high (2.59sq.m each); and will have red lettering on a
white background.
Source:
STATEMENT OF HERITAGE IMPACTS. PROPOSED 'COLES' SIGNAGE TO DIMMEYS CLOCK TOWER. 140 Swan
Street, Cremorne. Lovell Chen Architects & Heritage Consultants. Prepared for Richmond Icon Pty Ltd

RESPONSE:
The building is known throughout not only Richmond, but also Melbourne metropolitan area,
Victoria, Australia and overseas as the 'DIMMEYS' BUILDING with a distinctive clock tower above.
At no time in its long and continuous history has it ever had any association with a name, which is
trademarked and called 'COLES'.
Heritage Victoria Statement of Significance states: "In 1997 Dimmeys was ranked first in the Age
newspaper's Melbourne Icons series". The DIMMEYS building and its famous clock tower has for
over a century been primarily identified mainly as 'DIMMEYS' all images of the clock tower
(including Heritage Victoria website) as DIMMEYS. The images show a four level clock tower, and
clearly identified as DIMMEYS. With each new Permit Application, not only is the integrity of this
landmark building's fabric is steadily eroded, and its prominence on the skyline diluted, but similarly
eroding the visible & tangible evidence and publicly-recognizable presence of the former
DIMMEYS business extant in this same location for over 130 years. The Applicant seems to want
to plunder and obliterate both the building and clock tower's historical and cultural significance by
placing "trademarked" signage to replace the historical landmark name DIMMEYS.

The Applicant's consultant's assertion that the DIMMEYs painted signage upon the Clock Tower
balcony area is a "recent" change to the building, as justification why the current proposal should
be approved, cannot be supported.
Painted DIMMEYS signage has existed in that location since perhaps 1945 or earlier (1945 dated
photo contained on website:
http://www.facebook.com/LostMelbourne/photos/p.321381698028076/321381698028076/?type=1
&theater
The photo taken in 1915 (Swan St streetscape, looking East, sourced from Yarra Libraries), along
with lithographic sketches from 1920s (Company letterhead, for example) clearly shows that a
painted "cartouche" (the ends of the feature colour decorative treatment being rounded off) existed
in this position, as this was the manner in which the balcony's rendered finish was decorated - it
was shaped as if it were a recessed panel, ultimately lending itself to this early placement and style
of written advertising, once the ruby glass ball was replaced. That is in effect 70 or more years not "recent".

DIMMEYS in 1952 [Richmond and Burnley Historical Society]

The more modern signage affixed perhaps in conjunction with the painting yellow & black of the
Clock Tower in 1981, seems to be painted onto a flat placard rather than directly onto the stucco
finish. This means that the original cartouched mock-recessed panel paintwork could in fact lie
untouched under any affixed placard, and ought be protected intact for the future.
Not content with a Heritage Victoria permit for signage which has recently been approved for the
main use on the ground floor, being a supermarket (there are other shops on the Swan St
frontage) the Applicant wishes to offer the lead tenant in the building naming rights above the
building. Effectively, this removes the accepted and registered historical identity of the landmark. It
is a systematic and incremental removing of any trace of heritage significance of the building,
despite its Victorian Heritage Register listing. Renaming the clock tower in the manner proposed
irreversibly changes the public domain and vista that Melbournians have seen for decades and
sets a dangerous precedent for other significant and iconic buildings also on the VHD.

The Applicant states that the proposed signage will not be internally illuminated, however, this is
overcome by already-existing external roof spotlighting (installed by DIMMEYS many years ago)
behind the roof parapet wall, as well as on the top surface of the previous cantilever verandah,
aimed towards the clock tower, effectively illuminating the clock tower and signage by spotlight
rather than internal illumination of the proposed sign.
Spotlighting, down lighting, up lighting or any other form of illumination of signage on the Clock
Tower, should be strictly prohibited. In the event a permit is granted to allow destruction of
DIMMEYS wording on the Clock Tower, the permit conditions MUST include immediate removal of
spotlighting facilities currently on the rooftops, and an enduring prohibition against any new
illumination devices, whether or not positioned on the subject site itself.
The Applicant states:
"The name of 'DIMMEYS' will also be retained to the four clock faces, and to the parapet on the
south elevation of the building". This is part of the Heritage Victoria Original Heritage Permit that
the Clock and Parapet wall be clearly identified with DIMMEYS. The clock faces can only be easily
read from a short location.
"However, it is recognised that the signs to the clock tower, as now proposed, will increase
the number of signs to the historic building".
"There is no intention of removing the 'Dimmeys' name from the building".
The applicant hardly makes any reference to the Heritage Victoria Heritage Impact Statements
Guidelines, or;
The Heritage Victoria Guidelines for the Assessment of Heritage Planning Applications:
SIGNAGE
OBJECTIVES
To ensure that signage does not have a detrimental effect on the cultural
heritage significance of a place
"It is recognised that the need for signage is an essential part of carrying on a business. However,
inappropriate or excess signage can detract from the appearance of a building and streetscape, or
heritage area."
RESPONSE:
The proposed 'trademarked' branding and signage to be installed upon the DIMMEYS Clock Tower
we believe will have a detrimental effect on the cultural heritage significance of the heritage place
and attempts to rename a significant cultural landmark building and remove its historical name and
replace it with a modern contemporary set of trademarked signage, with which the clock tower has
no association or affiliation with, the clock tower is not a commercial use but a landmark and the
name DIMMEYS is the historical name of this landmark, this identifies the landmark name since
the mid 19th century.
The proposed trademarked COLES signage is inappropriate and excessive. It will detract from the
appearance of the landmark heritage registered building. The streetscape and heritage area will be
compromised, particularly if the clock tower is flood lit at night from the DIMMEYS roof, including
floodlighting the trademarked corporate contemporary signage. The 'COLES' signage proposed is
not necessary to ensure successful or even viable trade for the supermarket, as it is the only

supermarket in this location for a radius of approx. 2 kilometers. They cannot claim they will suffer
financial hardship or loss as a result of disallowing this additional signage.
We further contend that it will be excessive signage for COLES' purported use on the site as only
a supermarket - it is not necessary to have what is ostensibly a 'sky sign' (being positioned approx.
24m/79ft above ground level) marking the ONLY supermarket in a radius of at least two kilometres!
It is therefore superfluous to need especially when taking into consideration all the other forms of
signage recently given approval for this same use.
It cannot be claimed likely to cause confusion to potential customers, having 'DIMMEYS' wording
showing on the upper balcony-level of the Clock Tower and 'COLES' wording/logos at the
customer interface (ground floor and verandah canopy) any more than is exhibited in other
locations- for example having the wording "Northland' on that complex's tower and the wording
'COLES' at customer interface level, similarly positioned just below the Northland tower.
We are not aware of any supermarket site in Victoria that requires or even HAS - trademarked
signage placed 24m above ground level, so why is it proposed in this location and on this Heritageregistered significant building? Grounds enough to disallow the proposal. Approval will create the
precedent to result in 're-naming' applications for other Heritage listed and historically named
places in private ownership. What will Heritage Victoria do about all the "defunct" and superseded
names that form part of the identity of certain listed places?
To ensure the retention and conservation of historic signs

RESPONSE:
Heritage Victoria in issuing the Heritage Permit for DIMMEYS redevelopment required that the
Clock Face and Rear Parapet wall signage be retained, simply because this conserves the
historical link with the building and its place as a registered landmark. The Clock Tower and its
recognition as 'DIMMEYS' is synonymous as "the Coat hanger" (Harbour Bridge) is to Sydney
Harbour. The Applicant has already stated that this proposal "will increase the number of signs to
the historic building". This clearly runs contrary to the guidelines when already permits for
numerous types of signage have been issued.
This proposal for yet more additional and more-dominantly-positioned extra signage is designed to
maximize the coverage and also puts the landowner in a commercially-advantageous position of
having naming rights at a premium, whilst at the same time robs the community and the State of a
much-loved and readily identifiable asset. The community will clearly see numerous signs all over
the building at pedestrian interface level, which have been approved, but every piece of this
signage changes a part of the identity of the landmark. A more dominant new sign (Clock Tower)
irretrievably ruins 134-plus years of cultural significance, for many thousands of individuals, for the
profit of just a few shareholders/stakeholders.
Placement
The architectural characteristics of a place should always dominate....
Historic signs
Surviving early historic signs including permanent lettering cut into stone or in raised
cement render, painted signs, sign panel etc. will often be intrinsic significance and should
be conserved.

RESPONSE:
The sign DIMMEYS, which is on each Clock Tower face, is of intrinsic significance as one sees the
sign each time the person looks at the clock. It has always been 'DIMMEYS' time. The applicant is
now trying to place new signage upon the clock tower, which proposes to have DIMMEYS on the
clock, but much larger trademarked contemporary signage on the clock tower in replacement of
the historic landmark name, which has adorned the clock tower for decades. THE DIMMEYS
SIGNAGE, WHICH IS ALSO THE NAME OF THE LANDMARK, SHOULD BE CONSERVED.
One can only hope that the Applicant will not shortly apply for yet another Heritage permit - to
obliterate the four Clock-face signs currently reading "DIMMEY STORES" and in their place, install
the wording "Richmond Icon"
It is no accident the developer chose the name Richmond Icon. Similarly, it is no accident that that
very name contains 12 letters enough to ultimately replace the wording "DIMMEY STORES" on
the clock faces, in line with the current popular trend of developers naming their apartment block
buildings. And thereby remove the last vestige of links to the famous and much-loved business and
landmark name.
Heritage Impact Statement
The Applicant in its Statement of Heritage Impacts has focused on the Heritage Overlay, The
advertising signs, and "how it is an acceptable scheme" whereas "the impacts of the proposal on
the cultural heritage significance of the place" as per the Heritage Victoria guidelines is missing.
"Under the provisions of the Heritage Act 1995, the Executive Director, in determining a permit to
undertake works to a heritage Registered place, MUST consider the extent to which the proposal,
if approved, would affect the cultural heritage significance of the registered place. [S.73 (1) (a) -....
It is therefore critical for the Executive Director to assess the impacts of a development proposal
on the cultural heritage significance of a registered place". Heritage Victoria Heritage Impact
Statements Guidelines.
RESPONSE:
Save Dimmeys believe that this application for signage in addition to the signage recently
approved is excessive and unnecessary, further, the proposal is to remove remnant historic
signage associated with an iconic Melbourne landmark and replace this with trademarked
contemporary naming rights signage, and to alter and remove the historic name associated with
the Clock Tower and building in order to facilitate signage on the land which the applicant has
stated "will increase the number of signs on the heritage building".
This proposed increase of signage is not a solution to retain the cultural heritage significance of the
registered place including its setting, but merely an opportunity to expunge and alter the heritage
registered place landmark name known as 'DIMMEYS' and its significance in the State of Victoria.
Most of the building's remaining original intact structure & its fit out has been removed or
compromised in some way as a direct result of this redevelopment: 99% of all interior architectural
features have been removed; the remnant pressed metal ceilings of the 1907-vintage Green St
corner section has been both damaged by installation of suspended plumbing works and also by
extrusion moulding brackets for suspended ceiling panels. Significant amounts of historic signage
pertinent only to this landmark building, has been lost forever. e.g. Removal (painting over) parapet
signage along Green St, destruction of original roofing structure along Green St, the Hayden
Dewar mural on Green St having a large chunk removed unceremoniously and haphazardly. All
that remains is just a faade of a much-grander whole.

To allow further destruction of what little "real" DIMMEYS remains, notably Clock tower signwriting
and Clock faces, as proposed in this Application for additional "sky sign" type advertising for a
commercial tenant's profit, would be a travesty. And tragedy.
CONCLUSION:
In determining the application for a Heritage Permit, Save Dimmeys believe:
A. The extent to which the application, if approved by the Executive Director, would
substantially affect the cultural heritage significance of the registered place, and the
proposal (additional signage) would have an unacceptable impact on the cultural
significance of the DIMMEYS Clock Tower: and
B. As permits for signage and the use of the supermarket on the ground floor have been
recently approved by Heritage Victoria, this further increase of signage at the registered
place is unnecessary, inappropriate and excessive. Any refusal would not bring any
financial hardship to the owner in relation to the registered place: and
There is no social, cultural, Heritage, or net community benefit to allowing the existing
wording "DIMMEYS" on each of the Clock Tower sub-balcony areas to be removed,
deleted, obscured, erased or painted over in any way whatsoever. Permitting any such
action (as proposed) will result in significant and irreversible deleterious impacts to the
Heritage relevance of the building and site on which it stands. In light of the many other
instances of similar destruction or removal of Historically-and culturally significant fabric
and/or material as a direct result of this redevelopment project being allowed, this further
destruction should be avoided at all costs: and
C. The proposed application for additional signage is contrary to the objectives of The
Heritage Victoria Guidelines for the Assessment of Heritage Planning Applications and
signage on a significant registered place: and
D. The Executive Director, Heritage Victoria, should REFUSE the application, as it would have
a detrimental impact and effect on the cultural heritage significance, and historic public
name of this Registered Place, 'DIMMEYS' an iconic Melbourne Landmark. The protection,
conservation and retention of the existing 'DIMMEYS' signage on the Clock Tower (each
side), should be maintained as when the building was entered upon the Heritage Victoria
Database Listing, sign to fit between balcony mouldings.
Signed:

Date: 6 November 2014

Allan Harris
Secretary
For and on behalf of
Save Dimmeys
[The Association]

Nelly Verstoep
Heritage, Environmental & Planning Consultant