LOFT

LOFT is a Los Angeles developer that finds overlooked sites and turns them into the buildings their blocks were missing. Landowners, partners and the city judge a developer by how it reads a site, so the site walks through its four moves (find, frame, build, open) on three concept projects.

• Presents three concept projects, YARD / 4TH, FORM / WEST and ATLAS / ROW, each with its own page
• Gives every project its facts, the question it answers, a thesis and three moves
• Slides between the warehouse as found and as rebuilt on YARD / 4TH
• Sets out find, frame, build and open as stacked panels that shrink and dim as the next arrives
• Seats four disciplines around one table on the studio page
• Takes an inquiry that starts from a site, an idea or a hard problem, with checks

• A counter runs as an orange skyline rises, then the hero lifts letter by letter on a survey grid
• An axonometric building draws itself from site line to frame, facade and lit windows as you scroll
• The three projects slide sideways on a pinned track with a counter and progress bar
• The marquee follows the scroll's speed, direction and skew
• An orange panel rises between pages