Plans to demolish one of the most prominent buildings in the city centre have faced fresh objections from council officials.
A conservation team at City Hall said that the scheme to tear down the former Debenhams store is “unjustified”.
It follows a recent Historic England move to block the demolition for the same reason.
Under the plans the 1950s building would be knocked down to below ground level and rebuilt as 405 student flats and several retail units.
However, the conservation and design officers at city hall have described these plans as a "complete loss of a locally significant non-designated heritage asset".
"The site is not considered to be in a state of extreme, irreparable decay and is therefore not considered to warrant demolition on those grounds," added the officers.
Instead, the team suggests a scheme to retrofit the building would preserve the historic fabric, architecture and character, and minimise any detrimental environmental impact.
This follows on from a document published by planning firm Lanpro, which is spearheading the site’s rebuild on behalf of Orford House Developments Limited.
The firm released a series of alternatives to plans to demolish the site and outlined why retaining part of the building would be an "unviable" option - with the developer set to make a loss of more than £10m on the project.
Despite this, the conservation and design team at Norwich City Council says that Lanpro has "not proven or justified the need to demolish the building or demonstrated any perceived public benefit in excess of what would exist should the Debenhams building remain standing."
READ MORE: Major objection brings fresh twist to Debenhams saga
Other issues raised since the plans were lodged in January, following a public consultation last year, have included Norfolk County Council's historic environment department calling for an archaeological investigation at the site.
The heritage charity Twentieth Century Society has also called for the "irreplaceable resource" to be protected.
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