Gensler has unveiled these new images of its proposed £350 million 160,000msq Conference and Casino Quarter in Blackpool.
The never-before-seen pictures have been released just days after Daniel Libeskind announced he would be visiting the resort to show off his own £75 million indoor rainforest proposals for the town ( Libeskind to land in Blackpool
Gensler is hoping the 8ha seafront site will be the home of the UK's first regional super-casino and is viewed as a 'key part' of the £1.4 billion masterplan to regenerate the tourist centre.
As well as the new gambling mecca, there are plans for a 3,000-seat auditorium, a conference centre and hotel.
Other proposals for the plot between the Central Pier and North Pier include a new Winter Promenade - a leisure attraction boasting shops, restaurants, bars and entertainment facilities.
Blackpool is currently one of the eight local authorities shortlisted for Britain's first regional super-casino.
If the government gives the scheme the go-ahead, the first phase of construction could start next year. by Richard Waite