Midtown Tampa is a 22-acre, 1.5-million-SF live-work-play destination in the middle of the centrally located Westshore District – Tampa’s largest office submarket.

Red Propeller worked with The Bromley Cos. and Crescent Communities to develop a vision that would knit together each aspect of the project. This effort started with extensive research into the Westshore District and surrounding areas, followed by an in-person session where participants discussed the target audience for each element of the project and developed a vision to create a downtown for the Westshore District. Red Propeller then provided detailed recommendations for realizing this vision throughout Midtown Tampa, including the arrival experience, wayfinding and connectivity, open spaces and amenities, art, rooftop animation, and product types and spaces.

Red Propeller subsequently worked with Crescent Communities to create a specific target audience, vision, experience principles, and recommendations for NOVEL Midtown Tampa, a 390-unit apartment community at the center of Midtown.

Midtown Tampa is now a bustling destination for Westshore and Tampa Bay as a whole, and NOVEL Midtown Tampa is a market-leading multifamily community.