A £500m development around the site of the old library in Birmingham city centre will be named Paradise.
The 10-year project will see the old library demolished and new offices, shops and walkways created.
The Paradise branding reflects the plan to close and pedestrianise the Queensway road, which currently goes underneath the old library and Birmingham Conservatoire.
Work on the 17-acre site is expected to start on 5 January.
Birmingham City Council leader Sir Albert Bore said the scheme was perhaps the most important of a number of city projects.
"Not only will it attract new businesses and jobs, it will draw new visitors, open up the city and give our historic buildings the high quality setting they deserve - and Birmingham City Council is proud to be an integral part of it," he said.
The first phase of the scheme will include demolition work as well as improved road and pedestrian routes.
There will also be infrastructure changes around Chamberlain Square and two new office buildings.
A planning application for the buildings will be submitted early next year.
The completed scheme, which is expected to create 15,000 jobs, will eventually see new public areas and up to 10 new buildings including a hotel with 250 bedrooms.
Work is expected to finish in 2025.
Paradise Circus Limited Partnership - a partnership Birmingham City Council and BT Pension Scheme - is behind the development.
Andy Street, chairman of the Greater Birmingham and Solihull Local Enterprise Partnership, said: "Paradise will revitalise this part of Birmingham; creating a substantial number of jobs and helping to attract significant commercial investment."