A STORE representing the bright new world of futuristic shopping has been forced to tone down to fit in with Durham's Medieval Market Place.

The recently refurbished Virgin V shop, the latest money-spinning venture of tycoon Sir Richard Branson, attracted the wrath of city guardians, who felt it was too garish.

The former Our Price store was given a total makeover, including a fluorescent sign, window-display video screen and bright red parapet.

Work was carried out before city councillors considered a planning application, enraging The City of Durham Trust.

New plans have now been submitted which will see alterations to the sign and the shop front.

Dr Douglas Pocock, honorary secretary of The City of Durham Trust, welcomed the changes. He said: "Durham Market Place possesses a dignity and coherence derived from the reconstruction of the mid-19th Century.

"The maximum glazing and fluorescent lighting, together with the city's first 'window system', means the shop literally outshines its neighbours and draws disproportionate attention to itself.

"The painting of the parapet, which was not in the application, adds insult to injury. Any changes to the application would have to be welcomed."

A spokeswoman for Virgin V Shop, where customers can buy goods over the Internet, said talks had been held with the city council.

"The company has gone to every effort to ensure the design fits in with the council's regulations, and changes have been made to the signage, which is now in place awaiting final approval," she said.

A Durham City Council spokeswoman said: "The people behind the changes to the shop have agreed to alterations, and Durham City Council is waiting for the drawings to come to them.

"This includes changes to the sign and the front of the shop. The council is also aware of the video screen, but that is a separate issue."

The Virgin group is transforming 100 former Our Price stores to V Shops across the country