An open letter to the developers of odeon cinema site, Crest Nicholson and to the planners and senior management at Cheltenham Borough Council

The destruction of an important piece of art deco architecture aside, an extraordinary act of self-harm by Cheltenham - the imminent demolition of the Odeon cinema on Winchcombe Street means that the original and very beautiful friezes of two naked ladies entwined in celluloid dating back to the original Art Deco picture house of 1933 on the front of the building are at risk of being shipped out of Cheltenham either for profit, convenience or both.

There is a clause in planning approval that states that the ladies are to be removed intact and efforts made to display them publicly for the people of Cheltenham to enjoy. Now, very late in the day - such efforts are being made but have yet to yield a positive result.

Cheltenham's museum would seem like the obvious choice of temporary custodian until a suitable local venue can be found. However the department for museum and arts is it seems either unable or unwilling to fund storage costs and at the moment it seems likely that they will be shipped out to Kent. 

As a matter of social responsibility to the town and to save an important part of our shared arts and cultural heritage, there is good argument to the developers and council that the monies and a means of storage should be found.

There has been some talk of taking a moulding or casting, thus alleviating storage issues as well as risks of damage on removal. However, objects hold memories in a way that copies and images cannot and it is these collective memories that will be lost if the sculptures are damaged and or transported elsewhere. 

Displayed locally the silver screen sirens will help keep alive memories of good times, nights out with friends and family and important events in the town's history such as the Beatles on tour as well as the memory of this beautiful iconic building.

We hope that all those concerned - the developers Crest Nicholson, the planners and those most senior at the borough council - do the right thing for these important and beautiful Art Deco figures and for us the community, and we look forward to seeing them displayed locally for years to come.

Cheltenham Arts & Architecture