Responses by Parabolic Playground.
Background: This website kicked off the sales of E11EVEN Hotel and Residences, a new real estate project in Miami’s Park West neighborhood developed by Property Markets Group in collaboration with E11EVEN Partners. As another part of a long, successful collaboration between Property Markets Group and us, this site introduces the new development to a wide audience interested in Miami’s rapidly growing real estate market.
Design core: The site plays on the motif of a clock and the concept of “24/11” living, representing the unique offerings of E11EVEN’s luxury residences and Park West being one of Miami's most desirable entertainment destinations. The interactive key visual highlights the most important aspects of the offering and introduces users to elements of the lifestyle that speak to each individual’s tastes and preferences. Moving imagery and a video-heavy experience makes the concept of the building more tangible and real. The interplay of the dark site theme with bright sections underlines the contrasting aspects of E11EVEN. Interactive floor plans with real-time availability enable potential customers to navigate available apartments easily.
The mobile version of the site was designed to be much more conservative and actionable. We wanted visitors to find their way around easily, but we managed to translate the desktop site’s unique way of navigating floor plans into the mobile experience.
Challenges: Finding an original way to intrigue users and introduce them to different aspects of E11EVEN. We had to tell different stories: Some concentrated on luxury residences designed by award-winning interior design studios. Some of them told of opportunities to indulge in Miami’s signature entertainment offerings. And some were aimed at grabbing visitors with the meditative experience at the site’s Deepak Chopra Center.
Time constraints: Working on a tight deadline dictated by the growing demand on Florida’s market, we had to engineer the site quickly and work in an agile fashion, adjusting the project to the market's changing requirements.
Technology: Due to the client’s prior experience with WordPress and its accessibility, we used it as a CMS for the website. To achieve the performance required by the video content, we used many different technologies like Webpack, BarbaJS, GSAP and Ovee.js, among others.