A light sculpture and large pedestrianised areas are part of a £40m proposal to transform some of the world's most famous shopping streets.
The light sculpture will change colour throughout the year
Westminster Council's Oxford, Regent and Bond St (Orb) Draft Action Plan hopes to renew the central London area.
The light sculpture will be suspended 30ft in the air encircling Oxford Circus.
The plan also highlights a number of buildings which could be redeveloped at the eastern end of Oxford Street.
The Orb plan also suggests the creating of a "series of oases off Oxford and Regent Streets for al fresco dining, and enlarged pedestrianised areas for public art and performances".
Bold, imaginative plan
Sir Simon Milton, the leader of Westminster Council, said: "This is a bold, imaginative plan which will help ensure the West End remains the country's premier shopping, dining and entertainment destination."
There are more than 100 individual action points in the draft plan, which include:
Creating an iconic light sculpture over Oxford Circus which will change colour throughout the year
Broadening the pavements on Regent Street and creating a central reservation
New Bond Street junction off Oxford Street will be pedestrianised
Reducing bus traffic and moving taxi ranks and bus stops to help ease congestion
Gary Reeves, chief executive of New West End Company, said: "Doing nothing is not an option.
"Shoppers and businesses have called for change and the public and private sector must now all work in partnership to make these aspirations a reality."
Westminster City Council, the New West End Company and Transport for London have already committed £12m to the project, which is being put out to public consultation for 12 weeks.