A shortlist of developers has been invited to submit plans for the £350m transformation of the King's Quarter area of Gloucester.
The brief is to produce a "rich and vibrant design" for the area around King's Square, the bus station and surrounding streets.
Designs must be of "exceptional architectural quality" to build on the success of the Gloucester Quays.
The scheme will also include a shopping complex and comfortable public spaces.
"It must be a vibrant centre - that reflects our aspirations to be a modern 21st Century city - that functions both by day and by night," said Gloucester City Council Leader Paul James.
"It also needs to change public perception about Gloucester as a place to live, work, shop and visit."
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