Calthorpe Estates has won planning consent from Birmingham City Council for the redevelopment of the former Edgbaston Shopping Centre.
A new gateway scheme to Birmingham city centre is now set to be created which is to be called Edgbaston Galleries.
The landowners plan to demolish the existing 1960's office and shopping scheme and replace it with a foodstore, an increased volume of retail and other facilities to create a high quality location for work and leisure.
Martin Taylor, development director for Calthorpe Estates, said: "As part of our plans, we have undertaken a period of consultation with the local community, who are enthusiastic for a high quality mixed-use scheme.
"Following a series of name-testing workshops and focus groups, Edgbaston Galleries emerged as the new identity for the development".
The £110 million project is the largest regeneration scheme for a principal gateway to Birmingham city centre and is the central focus of the new vision for the Hagley Road/Five Ways area for which an extension of Birmingham's Metro tram system is planned.
The consented plans include 420,000 sq ft of retail, office, leisure and hotel space with car parking for 800.
Calthorpe Estates is currently working on a programme for the redevelopment, with a potential completion date of 2010, and is in discussion with potential occupiers.
Meanwhile, Leamingtonbased Strawberry Developments will next month launch a new £3.3 million office project in Caroline Street, close to St Paul's Square in Birmingham.
The four storey 14,133 sq ft complex is being developed on a derelict site in the Jewellery Quarter.
Andy Keys from Strawberry Developments said: "Caroline Street is particularly wide - almost like a boulevard - and there are a number of distinctive buildings nearby.
"With excellent views south towards St Paul's Square, a sympathetic design was the key to winning planning permission for this exciting project."