One Webflow site for every property

The brief

Experimental Group runs hotels, restaurants, cocktail bars and beach clubs across Europe, and every one of them had its own website. They wanted one site for the whole group, built mostly from components, with the CMS only where it was really needed, and as much autonomy as possible for their team.

What I did

• Designed the structure: one folder per destination and one page set per property, like /london/henrietta-experimental, with group, destination, hotel and venue levels.
• Built the whole site from a small component system: a Section template that handles padding, container and colour, and Block components that always go inside it. Each property’s brand colours come from component variants.
• Gave the navbar, sub-navigation and footer slots, and put filter props on components, so a block shows the rooms, offers or events of the right property just by picking it.
• Modelled the shared content in the CMS: establishments, locations, rooms and suites, offers, events, stories and FAQs, with filters by experience, city and interest.
• Built one booking modal for every page, with up to four buttons (rooms, restaurants, wellness and private events), each wired to that venue’s booking system: Namastay, SevenRooms, Resy, CoverManager and others.
• Wrote the scripts that don’t belong in the CMS: a mega menu built from the sub-navigation links, “read more” on mobile, and video blocks that fall back to Vimeo.
• Did a performance pass before relaunch: paginated listings, deferred the map and animation scripts, and cut the hero video from 33.9 MB to 2.75 MB.
• Recorded tutorials so the team could build new pages on their own.

How it went

The group now runs one site in five languages instead of a site per venue, and the old standalone domains redirect into it. New property pages are built by the content team, by duplicating a page set and swapping its slots and filters.