The developers behind a £10 million residential scheme in Birmingham have defended the project after a branded it "utterly monstrous".
Elevate Property Group is planning to turn Concord House, the disused former Debenhams warehouse in Holloway Head, into 15 loft-style apartments and four luxury penthouse flats.
But the project was subject of a broadside from Coun Barry Henley (Lab, Brandwood) as well as dreadful, hideous and a monstrosity at a planning committee meeting.
Despite his very vocal concerns, committee members awarded planning permission to the project which will bring the derelict building back into worthwhile use.
Elevate's managing director Steve Dodd said: "Not every Birmingham citizen is a fan of the new or the building but they are now recognised as icons in their own right and certainly add to the city's character.
"Coun Henley's opinions are based on sight of one out-of-date computer generated image and we would have hoped that someone in such a responsible role would have done a little more research before pronouncing in quite such a damning fashion.
"I think his comments are irresponsible. He clearly has not given consideration to the need to restart Birmingham's stalled regeneration programme, the creation of jobs involved, the skills and therefore training required, and the opportunity to create 19 spectacular apartments in the city's inner core."
Mr Dodd said the company was unable to speak at the planning committee meeting, despite requesting the chance, because there were no objectors.
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"What we have here is currently an ugly duckling in an area that is crying out for redevelopment with some imagination," he added.
The conversion - one of several going on at the moment including the and buildings - will provide 37,000 sq ft of residential apartments and 7,000 sq ft of commercial space.
Built in the 1930s, the five-storey building will become seven storeys when the top floor penthouses are constructed and will feature some of Birmingham's largest apartments, ranging from 1,050 sq ft to 4,000 sq ft.
Birmingham-based architecture firm D5 designed the scheme.
Partner Ian Saunders said: "We feel it is better to engage with the public and produce a design that engenders a reaction, rather than something anodyne that nobody notices.
"Often you will receive 100 positive comments and one negative one - that is the nature of people's subjective reaction to design."
The project is due for completion in summer 2015. Joint agents on the scheme are and Maguire Jackson.