The proposal, by virtue of its excessive bulk, width, rearward projection and number of units proposed, would constitute an overdevelopment of this site, detrimental to the character and appearance of the Sloane Stanley Conservation Area and to the amenities of neighbouring residential properties contrary to the provisions of Chapters 4 and 5 of the Unitary Development Plan, in particular Policies CD41, CD43, CD52, CD53 and H12.