Prana
Loft
Fourteen mats on a wooden floor in Bandra West. No mirrors, no leaderboard, and a website that had to feel like the room rather than like a gym chain.
- Client
- Prana Loft, Bandra West, Mumbai
- Year
- 2026
- Scope
- Positioning, copy, site design, build
- Constraint
- Fourteen mats — the room cannot hold more
- Stack
- One HTML document. No framework.
A studio with fourteen mats should not market like one with four hundred.
Every yoga site in the category sells intensity: transformation, streaks, packages that expire. Prana Loft's actual offer is the opposite — a small room, the same teachers, no mirrors to check yourself against and nobody counting.
The capacity is the story, not a limitation to hide. Fourteen is stated plainly on the page, and the first class is free because the only honest way to sell a room like that is to let someone stand in it.
Scroll is the breath. You arrive, you settle, you move through a sequence, you rest. Marshmallow, project note
Paced, not packed
The page is built as a sequence rather than a funnel — long rests between sections, one idea held at a time, and a hero that gives you an inhale count before it asks you for anything.
The schedule is legible
A real timetable you can read in one pass, with each class described by what it actually does to you — "five poses in an hour, every one held on props" — rather than by a difficulty score.
Prices with the maths shown
Each membership states what it works out to per class and how often you would have to come for it to be worth it. A studio confident in its room can afford to tell you when not to buy the bigger pass.
- Night · 0C0F0A
- Floor · 1C2118
- Sage · 6E7A5A
- Brass · C8A87C
- Chalk · EFEDE4
One document, running live.
Classes, teachers, the timetable, membership and contact — a single HTML file, loaded and working. Because it runs in your browser rather than in a screenshot taken on ours, its photography loads too.
The real site, running here Open it in its own tab ↗
The photography is hotlinked from a stock host rather than served from the studio's own storage — the one thing we would change before this goes to a real domain. The capture above was taken on a machine that could not reach that host, so the photo slots show the site's own fallback: each frame paints itself and captions itself from its alt text. On any connection that can reach the host, the photographs are there. The typefaces are self-hosted either way.
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Take the class first
Three of us went for a fortnight. The thing everybody mentioned afterwards was the quiet, and no competitor site mentioned quiet at all.
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Lead with the constraint
Fourteen mats became the headline number instead of something buried in an FAQ about booking. Scarcity that is simply true does not need selling.
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Write the classes as sensations
Every description says what the hour feels like rather than what level it is. "It looks like doing nothing. It is not doing nothing."
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Slow the whole thing down
Longer sections, fewer per screen, and motion timed to a breath rather than to a scroll wheel. The pace is the argument.
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Live in this site
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Live in this site
