Detached from the town and sited close to the beach, the proposal embodies a contrasting character to the existing city blocks; the apartments face the sea whilst the hotel addresses the land. Perceived as a solid object, eroded and shaped by the coastal elements the tower forms a landmark, second only to Blackpool Tower. A hidden “cove” is utilised as the entrance and common spaces. A long low leg forms the base of the tower and extends along the street at a height similar to the adjacent buildings.