A £100m scheme to redevelop Frideswide Square is being unveiled by Christ Church today.

The Oxford college wants to create a new gateway to Oxford that will transform a large area of western Oxford.

The redevelopment will involve a mixture of hotels, shops, restaurants and new housing to "create a real sense of arrival" in the city centre.

The scheme would bring about the redesign of the much-criticised square in front of Oxford's rail station, which has become one of the city's most notorious bottlenecks.

But it will also include land between Hythe Bridge Street and Park End Street, right along to the Westgate Hotel and River Hotel next to the River Thames on the Botley Road.

The news emerged as Christ Church selected Spring, part of the Castlemore Group, to take charge of the massive urban regeneration scheme.

If the scheme wins planning approval, Christ Church hopes work can start in 2011. It is expected to run for 18 months.

The redevelopment, along with the new Westgate Centre, stands to become one of the centre pieces in the wider plan to regenerate Oxford's West End.

Andy Wilkins, managing director of Spring, said: "Both Spring and Christ Church are committed to a plan that aims to bring a prosperous future for west Oxford.

"This will combine the best of the area's architectural heritage with new invigorating elements to develop a thriving community at Oxford's gateway to the west "Christ Church is keen to discuss plans with the local community, share ideas and gather constructive feedback on proposals to ensure that the plans finally submitted benefit all involved."

Spring has appointed Glenn Howells Architects, who were shortlisted for the Royal Institute of British Architects 2007 Stirling Prize, to help develop the scheme.

Christ Church treasurer James Lawrie said: "For hundreds of years, Christ Church has played an active role in developing the city as a successful and enjoyable place to live and work.

"We are keen to see an inclusive regeneration plan for this part of Oxford. It is an opportunity to build on the city's rich heritage and culture and create this first substantial phase of the exciting West End renaissance project."

All the sites to be redeveloped, totalling three-and-a-half acres, are owned by Christ Church.

There are three main blocks of land.

The main one is the triangular plot between Hythe Bridge Street and Park End Street, home to such businesses as a tyre depot and stationery store.

Some of the buildings will be demolished, with at least part of the Royal Oxford Hotel likely to be retained.

A major new hotel is expected to be created there.

The second area is the block of buildings opposite the Said Business School. The listed Jam Factory will be among the buildings to be retained. New retail units with apartments will be created.

The third area is a block of land running from the Thames to Mill Street and from Mill Street to the railway line. The River Hotel will be retained and possibly enlarged as a "niche" hotel.

Mr Wilkins said Frideswide Square must be fundamentally redesigned and a steering group, involving council officers, was investigating options.

Mr Wilkins said: "This vision for Frideswide Square is not just about new buildings but about how the square functions and operates and how people travel through this part of Oxford.

"This really should be one of Oxford's foremost squares. It is the first view of Oxford that visitors have when they arrive at the station."