A new planning application for a prime waterfront site in Poole has been slammed as ‘horrendously ugly’ and worse than the ‘carbuncle’ it replaced.

Objectors who helped forced a rethink by Neptune Consultants for their West Quay site are organising their own protest exhibition next week.

But the developer, who has submitted a revised application for the between-the-bridges regeneration site, stands by the design, revealed at a public exhibition in Poole.

“We have sought to address all the concerns and issues that have been raised and it has changed very dramatically in that time,” said James Leonard, project manager for Neptune Consultants, which has been working on the design for three years.

Hundreds of residents and the Commission for Architecture and the Built Environment raised concerns, which led to a re-think of the £100 million development.

A 12-storey plus roof garden landmark building, West Quay Point, remains beside the lifting bridge, but has been greatly re-designed to a slender and more elegant building.

The number of apartments overall has been reduced from 440 to 373 and the six buildings set out on the site with internal courtyards and underground parking for 500 cars, includes more office and retail space. A wide public waterfront with flood defence, pedestrian routes securing a view of St James Church and new home for Poole Rowing Club are included and 24 affordable housing units – at 5-6 per cent, far short of the planning authorities 40 per cent aspiration.

“It is contemporary,” said Mr Leonard, “We are sensitive to civic importance. Great thought and care has gone into ensuring the building quality and retail amenity will be very high.”

Kevin Anderson, who is working with Neptune on the commercial and marketing side hopes ‘to get on and build it’.

But Vision for Poole, made up of four residents’ groups, described it as flat-roofed, square and hard.

Chairman Terry Stewart said: “We demand that this development which will last 100-years supports our pride in our historic borough.”

Bill Constance, chairman of Poole Old Town Conservation Group said: “Poole desperately needs a well designed, attractive and sustainable development on this major regeneration site, which is adjacent to the historic old town and quay.”

The protest exhibition takes place on Wednesday, July 13 at St James Church Hall, Church Street at 7pm.