The man behind Preston's £700m regeneration has vowed the project would give the city a character all its own.
Richard Coppell of the Preston Tithebarn Partnership spoke as long-awaited plans for the development arrived at the Town Hall.
Preston people will be able to see the outline plans – and have their say on them – when a major consultation exercise begins next week.
Mr Coppell promised a "distinctive" and "quality" development which will finally put the city on the map.
The 1.5million sq ft scheme, anchored by a flagship John Lewis store and a big Marks and Spencer, will feature more than 100 shops, new restaurants and cafes and a cinema.
Mr Coppell said Preston's existing shops were "poor" and Tithebarn would "put the city on the map from a retail point of view."
He went on to dismiss suggestions the development would be bland.
He said: "We don't want this to look like any other development.
"We are employing seven different architect practices to ensure variety, quality and distinctive design.
"At the moment it is a city without decent shopping in it...it has not got the modern shopping you would expect of a city of this status."
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