Gloucester Quays has provided a tantalising glimpse at how things might look there in the future.
An epic Hollywood-style trailer for the outlet shopping centre has been made by bosses at Peel, its owners.
With a soaring, orchestral score and gritty voiceover, viewers are shown how far the site has come since its development.
"Once there was a time when no-one would venture here, when all seemed lost," it says, over images of the grotty eyesore that lay there before.
"Out of the desolation, came hope," it adds, over shots of bustling shoppers and packed restaurants.
Towards the end, a snapshot of the future is given, with artist's impressions of plush new flats and stores fronting onto the canal.