Plans to build a new hotel, retail and restaurant complex in Clacton town centre have been dismissed, as the design is "bulky and domineering".
Tendring District Council (TDC) had actually refused planning permission for the scheme in Rosemary Road back in May 2018, but the developers appealed that decision.
Now following an appeal hearing, a planning inspector has backed the council's original decision.
The inspector added that East West Design and Build Ltd's designs appeared "bulky and domineering" and "markedly at odds within the traditional buildings within the conservation area".
They also ruled the development would "harm the living conditions of the occupiers of neighbouring properties on Beach Road".
Separate plans to build 40 new homes in Alresford have also been rejected by TDC.
The council originally turned down plans for development on land near Main Road in June 2019, on the grounds that it would harm the character and appearance of the area.
The developer behind the project, Go Homes Ltd, appealed the decision, but a planning inspector then backed the council's initial decision.
The inspector said it would be 'unsympathetic to its landscape'.