More than one hundred people today demonstrated against plans to develop the shoreline at the West Pier.

They feared two large buildings planned for either side of the pier will permanently spoil the look of the seafront.

Protesters including a band, an Australian didgeridoo player and the 'Prince Regent' gathered outside the Hilton Metropole as plans for the project were unveiled.

Developer St Mowden Properties and the West Pier Trust say the buildings, housing 70,000 square feet of shops, bars and cafes are essential to pay for the restoration of the derelict pier and ensure it never returns to its current derelict state.

But opponents under the umbrella group 'Save Our Seafront' campaign claim the buildings will rise up to 22 feet above the level of Kings Road and consequently ruin the views along the seafront.

Atmosphere Protest organiser Magenta Wise, said: "The buildings will block the views of the sea for 400 feet either side of the pier. The paddling pool will be lost and the whole atmosphere of the seafront will be ruined.

"We also question the need for this type of commercial development when a similar scheme on the aquarium Terraces is not yet full.

"We are all for the restoration of the West Pier but there are better ways than this to pay for it.

"There are alternative plans which would keep the height of the new buildings on the lower prom below the level of Kings Road.

"People need to know that there is an alternative to what the developers and the city council have planned.

"We can't say at this stage who is behind the alternative proposals, but they will be put on show in April at the same time as the plans being revealed today.

The protest drew support from drivers on Kings Road who sounded their horns when they spotted the demonstrators' banners and placards.

Save Our Seafront campaigner Derek Granger said the project would ruin one on the finest seafronts in Britain.

He said: "It goes completely against the city councils local plan for this fine listed seafront.

"This development is going to be as big as the old Hanningtons department store in North Street.

"I am a member of the West Pier Trust and as keen as anyone to see it restored to its former glory. But what is planned will ruin one of the finest listed seafronts in the whole country."

Brighton Impressario Brian Ralfe joined the protest dressed as the Prince Regent.

He said: "What is the point of restoring the West Pier if you are then going to obscure it with buildings?

"They will stretch 400 feet either side of the pier and you will only get a glimpse of it in the middle."

'Last chance saloon' But the plans were defended by Dr Geoff Lockwood, chief executive of the Brighton West Pier Trust.

Unveiling the plans at the Metropole, he said: "We are drinking in the last chance saloon. If these plans are not accepted, my view is that the pier will never be restored."

He added that the current scheme was the only one produced that authentically restored the pier without putting extra buildings on it.

Architect David Keirle from KSS said no shoreline building would be more than 5.8 metres above the upper esplanade.

He added: "We have not taken away anyone's view but we are enhancing views dramatically."

Mr Keirle said: "We want to have modern buildings that will complement but not challenge the pier."

There would be a lot of glass so that people could look both through and into them.

He said the shoreline buildings would be an attraction in their own right as well as leading people on to the pier.

Nick Doyle for St Modwen said alternatives that tucked away buildings below the height of King's Road would not be commercially viable.