The main reason for refusal given here is The replacement dwelling by reason of its scale, mass, bulk, height, design and form would result in a visually prominent dwelling within this context, that would appear overly dominant and out of character with the visual amenities of the site and surroundings.
On first inspection, and looking at the proposed street elevation, the replacement house does seem to be very much out of context, however, when viewing the remaining houses along this road, all of which are fronting the open sea, there is a wide variety of architectural styles. If you look around Britains coastline, there are many examples of quite innovative and contemporary houses in these settings.
PAPA SAYS - We note that this has now gone to appeal, it has a reasonable chance of success.