Developers planning to build on Liverpool's Princes Dock have praised the city's high standards of architecture and design.
The plans are earmarked for the area next to the new cruise terminal
London-based Lead Asset Strategies have unveiled plans to build New World Square - a development of apartments, restaurants, shops and public space.
The square is earmarked for the land next to where Liverpool's new cruise liner terminal will be built.
The firm said it will not damage views of the Liver Building and Pier Head.
"We rejected the notion of a dramatic and visually intrusive and insensitive design," a spokesman for Lead Asset Strategies said.
"We are proposing a series of strong and simple forms that don't try to compete with the magnificent architectural landmarks at the Pier Head.
"These are subtle, organic buildings that celebrate Liverpool's maritime identity and complement existing and proposed features on the waterfront."
The company said it plans to open a five-star hotel on the site.
It has been working with the Mersey Docks, English Heritage and other agencies, but the final say will rest with Liverpool City Council.
Deputy Prime Minister John Prescott announced the approval of funding for the construction of a new cruise liner facility at Pier Head in May.