Organised by developers Urban Splash, the contest attracted more than 100 entries, including wannabe architect Wayne Hemingway, who teamed up with Foreign Office Architects to draw up proposals for the Lancashire resort - Hemingway's home town ( Hemingway has his eye on home-town Morecambe
The firm saw off competition from fellow finalists Glasgow's DF Architecture & Design and London-based practices Idom UK, Rogerson Keusgen King, Darling Associates and DLA Architecture.
According to an Urban Splash spokesman, the FLACQ proposals were chosen because they 'recognised and responded to the natural beauty of the bay' and delivered 'a robust framework for the regeneration of the site'.
Judge Ken Shuttleworth of Make admitted that the standard of all the final entries was 'very high'. He said: 'All six finalists should be congratulated on their efforts. FLACQ has been chosen as the judges were impressed by the presentations, with Idom standing out for a special mention.'
FLACQ will now work with Lancaster City Council to progress the designs, based on Morecambe's famous catchphrase 'beauty surrounds, health abounds'.
Marcus Lee, a partner at FLACQ said: 'Urban Splash has a reputation for commissioning innovative architecture [and] we are keen to continue this tradition by creating a special place on this fantastic site to be enjoyed by residents and visitors alike.
'Our scheme is based on a flexible framework and offers a fresh vision built around the town's existing natural and man-made riches.'