Carey Jones Architects has won the international designer and developer competition for Bradford's contentious Odeon site.
The firm - working with the Langtree Group and Artisan - saw off competition from Studio Egret West with Bioregional Quintain, and Dyer with PPG Land.
Launched nearly 18 months ago, the competition received 18 original expressions of interest from architects and developers.
The three finalists were selected in September 2005 and then judged by a jury that included Glen Howells.
Maud Marshall, chief executive of Bradford Centre Regeneration, said: 'I'm delighted to announce New Victoria Place as the winning entry. The scheme is crucial in the regeneration of Bradford.
'High-quality mixed-use developments are essential to booming UK cities. New Victoria Place will ensure Bradford is able to emerge as a major northern city, moving it forward as it begins to stand shoulder-to-shoulder with cities such as Leeds and Manchester.
'Offering a strong, commercially sustainable development which has an extremely strong business model, New Victoria Place will play a crucial role in the city's renaissance,' she added. by Ed Dorrell