Demolition of former UPC headquarters clears way for two 31-story towers in downtown St. Pete
/Construction crews have completed demolition of the former UPC Insurance headquarters in downtown St. Pete, clearing the three-acre site for two 31-story apartment towers with 824 apartments and more than 30,000 square feet of retail space.
The 40,000-square-foot office building at 800 2nd Avenue South most recently served as a temporary office for the Tampa Bay Rays after Hurricane Milton damaged Tropicana Field.
UPC Insurance, which once occupied the building as its corporate headquarters, was placed into liquidation in 2023.
St. Pete-based Echelon, in partnership with Third Lake Partners, will develop the $225 million project, which will span more than 1.7 million square feet.
While shorter than the 46-story Residences at 400 Central, the two-tower development will contain more total floor area. At 343 feet, the towers will become the tallest buildings west of 5th Street and rank among downtown St. Pete’s 10 tallest structures.
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Reverie Room, a new bookstore and lounge with themed rooms, reading nooks, and much more, is expected to open in the Warehouse Arts District later this month.
Owner Nichole Coronado is bringing the concept to 655 31st Street South, where she hopes visitors will come not only to find a book, but to stay awhile.
The 2,200-square-foot shop will share a building with FYI Dance Co. and a parking lot with Beech Kombucha. The space previously housed House of Vegano and The Body Electric Athletic Company.
Reverie Room is named for the idea of being pleasantly lost in thought. Inside, Coronado has divided the bookstore into four rooms, each with its own personality.
A children’s room leans into a whimsical mix of dragons, princes, princesses, bean bags, and a unicorn rug. The romance room has vintage furniture, floral touches, and darker, gothic-inspired decor. Coronado gave the nonfiction and adventure room a nautical feel inspired by the Tampa Bay area.
A separate lounge will host private events and smaller gatherings.