Architects who helped design Birmingham's Brindleyplace have been appointed to draw up plans for land surrounding the building which could become the city's new library.
Farrell & Partners have been appointed by Targetfollow Group, the developers of Baskerville House, to draw up a strategic framework for land historically known as Baskerville Wharf.
The area is situated in the heart of the proposed West End Regeneration Zone, which contains Brindleyplace and Baskerville House.
The Grade II- listed Baskerville House is currently undergoing a £30 million refurbishment by Targetfollow, who aim to transform the building into office space.
However, it is also one of three sites being considered by the council for a new library.
The other two include building a new library in Eastside or refurbishing and extending the existing Central Library in Paradise Circus.
Coun Mike Whitby (Con Harborne), Leader of Birmingham City Council, said: "I am more than impressed by the speed of the private sector's response to our West End initiative and particularly pleased that Farrell & Partners have been appointed by Targetfollow to look at the Baskerville Wharf area.
"It was Sir Terry who initially created the Brindleyplace masterplan and therefore we have high hopes of building on this success and taking the City's regeneration to the next level.
"I will be meeting with directors from the major development companies involved in the West End area next week at MIPIM, the international property convention at Cannes, where we hope to make further announcements about the steering committee that will be responsible for driving this framework forward."
Ardeshir Naghshineh, Targetfollow's Managing Director, said: "We are making a major commitment to Birmingham with our Baskerville House redevelopment scheme and with the establishment of a strategic steering committee to look at the future of this particular area it offers us the opportunity to make a further contribution to its rejuvenation."
Sir Terry Farrell, of Farrell & Partners, said: "I am delighted to be working with Targetfollow and playing a role in the regeneration of the West End of Birmingham having helped start the process with Brindleyplace."