Jerde, which has its headquarters in Los Angeles and a European base in Amsterdam, emerged as the favourite to win the tender for designing a new city centre following fierce competition from a number of leading architecture firms.

The council and private sector developers who own sites across the city centre, will ask Jerde to develop a masterplan based on the ideas and input of local people.

Radical proposals are likely to include large-scale demolition of parts of the existing centre with the number of shops doubled.
 
Leader of Coventry City Council, councillor Ken Taylor said, "This is the beginning of one of the most exciting transformations our city has seen in 50 years - this is what people have been asking for over the past decade, and the city is finally in a position to deliver the change."
 
David Sheldon, associate vice president and European regional manager, The Jerde Partnership, added: "Jerde is excited to have the opportunity to design a place that takes inspiration from Coventry's rich history to create a new promise for the future. During the design process, we will explore ideas that connect different parts of the city, re-connect once connected areas and realise an enduring and integrated design that will inform future development. "

Members of Coventry City Council's Cabinet are expected to approve the appointment of Jerde at their meeting on 15 January.