We have successfully controlled the size and shape of isotropic and anisotropic gold nanocrystals through a one-step reaction by using amphiphilic polyethylene oxide-polystyrene oxide block copolymers as both reductant and stabilizing agents in water solution. Spherical or quasispherical nanoparticles were obtained at room temperature with tunable mean sizes and polydispersities depending on reaction conditions, that is, on copolymer block length, and copolymer and gold salt concentrations. By moderate increases of reaction temperature up to 65 degrees C, progressive formation of single-crystalline gold nanoplates in good yields takes place (up to 70%) without the necessity of additional reactants or growing solutions. These nanoplates are characterized by lateral mean sizes between 0.1-1.2 mu m depending on copolymer concentration and reaction temperature, with mainly truncated or rounded triangular shapes with {111} planes as two basal surfaces. This allows us to tune the surface plasmon band of the nanoplates from ca. 850 nm to more than 1100 nm, well inside the near-infrared region (NIR), which enables the use of these type of nanostructures as a very promsing materials in applications such as optical coatings, SERS, and cancer cell hyperthermia. We proposed that the growth of these nanostructures can stem from a decrease in the reaction rate as temperature increases due to an enhanced copolymer hydrophobicity, which gives rise to a structure of interacting micelles formed from the fluid via a percolation transition (known as "soft gel") at elevated temperatures. In this way, reduction becomes slow enough to allow kinetic control of the reaction, and preferential adsorption of the copolymer molecules/micelles on certain crystallographic planes can favor the growth of certain nanocrystal facets to give the final structure. This alternative water-based system provides a more convenient and environmentally benign route to the synthesis of shape-controlled noble-metal nanocrystals in high yield because it does not involve toxic organic solvents or reagents and serves as a bridge between two frontline discipline: the block copolymeric science and anisotropic nanoparticles.