Design round 1 · built 2026-11-05 · critic board

Four worlds for Tampa Bay new development

A navy hub and two tower pages. V1 and V2 compete for the hub. V3 proves the Pendry page; V4 proves the Roche Bobois page. Mix and match by V badge (for example "V1's hero with V2's Lights On"): every section is a self contained block, and all four share one form, one pair of booking buttons and one legal footer.

All four

0 FAIL / 0 WARN on the harness and the design lint at 1440 and 390. Legal text verbatim, no banned terms.

Hub pick

V1 The Divide. It makes the Invest or Live choice the first thing a paid visitor does, and carries that choice into the form.

Tower pages

Keep both: V3 for Pendry, V4 for Roche Bobois. Their contrast is the point. They share the nav, the sticky bar, the form and the plan viewer.

The hub: pick one

The home page paid traffic lands on. Both carry the exact H1, both towers above the fold, the concierge and the full booking block.

V1 The Divide hero at 1440 px V1 The Divide hero at 390 px
V1Hub · ReimagineCritic's pick

The Divide

Premise
The hub is the Bay. Drag the waterline between St. Petersburg (Invest, Roche Bobois) and Tampa (Live, Pendry); the page remembers your shore down to the form.
Hero carrier
Interaction over two blue hour renderings, one per shore, cut by a draggable water line; the display line is drawn twice, pink on the west, stone on the east.
Memorable detail
The handle reads out live coordinates, and the Census map counts "16.4 miles across the Bay".
Signature moves
  • The Waterline (drag, swipe, keys, chips)
  • Shoreline draw on the real Bay map
  • Crossing: route and miles count up
  • Paths split on scroll; "Your shore" follows you
BestThe one idea that explains the business in a gesture: two towers, two shores, one team. Fastest hero of the round.
WorstBelow the map the chapters share one eyebrow and heading anatomy; at load the shore you are not on reads dimmed.

RESULT: 0 FAIL / 0 WARN · verify 0 / 0 · M4 11.5 · LCP 800 ms at 390 fast 4G · 779 KB

Open V1
V2 Golden Hour hero at 1440 px V2 Golden Hour hero at 390 px
V2Hub · Reimagine

Golden Hour

Premise
One evening on the Bay: scrolling moves the light from 4:30 PM to night, and each tower appears at its own best hour.
Hero carrier
Three Pendry renderings scrubbed as film (aerial day, terrace, golden exterior) under reversible whole frame grades, Bodoni display.
Memorable detail
Tonight's real Tampa sunset, computed in the browser, marked on a clock that lives in the nav.
Signature moves
  • The Turning Light (240vh scroll film)
  • Sunset Clock
  • Lights On: a night elevation per tower, drawn from the data
  • Golden Mask reveals
BestThe most cinematic page of the round; Lights On is a scalable, ownable card device for every future tower.
WorstA paid visitor scrolls through a pinned film before the paths; the first screen (pale sky, serif, amber button) sits near the template palette.

RESULT: 0 FAIL / 0 WARN · verify 0 / 0 · M4 16.6 · LCP 1076 ms at 390 fast 4G · 857 KB

Open V2

The tower pages

One page per development, each in its own brand. The calm Pendry page against the effervescent Roche Bobois page makes Live or Invest visible.

V3 The Private Viewing hero at 1440 px V3 The Private Viewing hero at 390 px
V3Pendry Residences Tampa page · Reimagine under Pendry's look

The Private Viewing

Premise
A private viewing at the Ashley Drive sales gallery: low light, each room revealed to you alone, an elevator ride to choose your view.
Hero carrier
Bridge Night behind elevator doors, Instrument Serif "When your favorite destination is home.", price, Book, hotline and gallery address above the fold.
Memorable detail
The elevator dial over the developer's real north and south view panoramas, by direction only, never invented floors.
Signature moves
  • The Viewing Room spotlight
  • The ride: a pinned elevator chapter
  • Key Card that turns itself over to booking
  • Turndown reveals
BestHotel grade restraint with real mechanics; every residence row can be requested straight into the form.
WorstLong page (11 chapters) whose spotlight and veils hide the product a little; the location map stays coarse at its zoom.

RESULT: 0 FAIL / 0 WARN · verify 0 / 0 · M4 9.3 · LCP 1076 ms at 390 fast 4G · 636 KB

Open V3
V4 Sophie's Journal hero at 1440 px V4 Sophie's Journal hero at 390 px
V4Roche Bobois St. Pete Tower page · Elevate under the guidelines · Wildcard

Sophie's Journal

Premise
The guidelines' own narrator keeps a journal of the tower: turn its pages, lift the taped Polaroids, read her margins, find one surreal surprise per spread.
Hero carrier
The developer's film in a taped Polaroid that develops on first paint, beside "The Joy of Living" with "Differently" handwritten over it.
Memorable detail
Each residence ticket stub carries its real size and "from" price; tearing it writes that residence into the form.
Signature moves
  • Lift the Polaroid
  • Turn the Page
  • Handwriting
  • Effervescence bubbles
  • Ticket Stubs
BestThe guidelines brought to life, not just obeyed: exact hexes, the official logo, Parisian rather than party store.
WorstThe heaviest page (about 1.5 MB to load); on a phone the Book button sits below the fold and lives in the sticky bar.

RESULT: 0 FAIL / 0 WARN · verify 0 / 0 · M4 12.2 · LCP 984 ms at 390 fast 4G · 1539 KB

Open V4

Mix and match candidates

What travels between worlds

  1. V1 hero + V2 Lights On. Keep the waterline hero and the Bay map; give each development card V2's night elevation, drawn from the data, so a third tower gets its own.
  2. V1 concierge + V2 booking card. V1's three questions prefill the form; V2's invitation card adds the live "in until 8PM" concierge status.
  3. V2 Sunset Clock as a detail in V1. A small readout in V1's nav ("sunset over the Bay tonight at 5:44 PM") without the 240vh film.
  4. One "request into the form" pattern on both tower pages. V3's "Request this residence" and V4's ticket stubs both write the residence into the message; keep each world's look, share the logic.
  5. V3 key card turning itself over is the clearest booking hand off in the round; V4's "Your tickets" tray is its playful twin.
  6. Shared tower page frame. Nav island, sticky Call + Book bar, the floor plan lightbox and the "Looking to live / invest instead?" card: one component set, two skins.

Before

The site today

hoteloratampa.com today at 1440 px
hoteloratampa.com today at 390 px
  • Built on OnePage, a page builder the factory has retired: no control over speed, schema or the sticky mobile booking bar.
  • It sells one hotel project the team no longer markets: every nav item, the hero and the call to action point to it, so neither tower has a place to land paid traffic.
  • One long page: about 13,750 px at 1440 (roughly 15 screens) and 16,470 px at 390, with no page per development and no way to add more towers.
  • Gold on black throughout, and on a phone the chat pop up covers the lower hero before the visitor has read a line.

Captured 2026-11-05 at 1440 and 390. Not edited; the domain stays, the build is replaced.