Council officials will tell developers their designs for new industrial buildings are not good enough.
St Modwen submitted detailed designs for eight light industrial buildings to Brighton and Hove City Council, having received outline permission last year.
But the planning committee deferred a decision so that the firm can come up with better designs.
The buildings, proposed to replace the former Jaycee furniture factory in Bexhill Road, Woodingdean, were standard industrial structures.
Environment councillor Chris Morley, who has a keen interest in architecture, asked: "Is this the best they would produce?
"Brighton and Hove is being fobbed off with a crummy design for these buildings.
"The fact they are industrial buildings doesn't mean the developers can do what they like.
"This is a missed opportunity. We could have something really interesting here. The developers should know we are looking towards clean, good design."
Labour councillor Jack Hazelgrove said that roofing could be green to merge with the surrounding downland.
Conservationist John Small described the design as being "absolutely bog standard".
But Tory councillor Carol Theobald said the site was reasonably well hidden and Coun Lynda Hyde said the present site was an eyesore.
St Modwen is also responsible for Brighton racecourse and has recently had controversial leisure buildings accepted for either side of the West Pier on Brighton seafront.
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