Issue link: https://maltatoday.uberflip.com/i/1533641
9 maltatoday | WEDNESDAY • 26 MARCH 2025 NEWS JAMES DEBONO jdebono@mediatoday.com.mt Preluna Hotel gets its twin THE Planning Authority has approved a 138-room, five-star, 15-storey hotel on the site previ- ously occupied by the Astra Ho- tel in Sliema. The new hotel is just a building away from the Preluna Hotel, Malta's first-ever high-rise build- ing. The new development is pro- posed by the owners of the Prelu- na Hotel and involves the addi- tion of 43 more rooms than those approved in a 2020 permit for a four-star hotel. The site in question is on a cor- ner between Triq it-Torri, Triq L. Graham, and Triq Milner, with the main entrance being along Għar id-Dud. The development will be stepped down towards Milner Street which still includes a row of elegant traditional townhouses. The new hotel will include an underground car park on two levels, bars and restaurants at ground, first, and roof levels, 138 guestrooms from the second floor up to the 15th level, and a pool at roof level. Although the development ris- es to a similar height as the one approved five years ago, it now covers a larger footprint along Milner Street. The Superintendence for Cul- tural Heritage had registered its concern about the considerable massing of the proposed devel- opment, which directly abuts a row of townhouses of cultural heritage value, and had request- ed photomontages showing the impact of the development from various viewpoints. Two photomontages were sub- mitted – one from Triq it-Tor- ri and one from Milner Street. However, the second montage barely includes the neighbouring row of houses. Despite basing its assessment on this limited visual study, the Planning Directorate concluded that the development respected the surrounding context, and no further consultation with the Su- perintendence of Cultural Herit- age was deemed necessary. The hotel development benefit- ted from three extra floors over and above the height limitation applicable to the Sliema front, thanks to two different policies – one allowing hotels in the devel- opment zone two extra floors and another in the local plan permit- ting an additional floor for hotels. Din l-Art Ħelwa had objected to the development, warning that it would impinge on both the visual and social amenity of the dense- ly built urban area. It also ques- tioned the applicability of the ho- tel height policies to this site. However, according to the case officer who assessed the develop- ment, the siting of the proposed project offered "a significant op- portunity in terms of visual and architectural gain since it pro- vides legibility within the area it is located." Moreover, to minimise the visual impact of the proposed development, the developer re- duced the built-up area at the up- per levels to provide an adequate transition. "By reducing the building vol- ume at these levels, the impact of the development has been reduced, thus mitigating any potential blank party walls that would have been created on this part of the development." PA approves 15-storey hotel instead of the Astra hotel on the corner between Tower Road and Milner Street in Sliema Of the two photomontages submitted, the one from Milner street (above) barely includes the neighbouring row of houses CONCEPT Stadium, a leading Maltese creative agency and marketing advisory hub, is an- nouncing its rebranding, mark- ing an evolution in its 15-year journey while staying true to its core philosophy of Crafting Brands for People. Founded in 2010, Concept Stadium has grown into a ful- ly-fledged solutions–oriented agency, offering Brand, Web, Digital, and Communications. With a sharpened focus, the or- ganisation is embracing a more strategic and results-driven ap- proach whilst maintaining the bespoke, partnership-driven service mentality it has become known for. Jonathan Dalli, Founder and CEO, highlights that this re- brand is about coming full cir- cle. "We have always been more than just execution specialists; we are storytellers. Products and services are sold through the power of storytelling, and our role is to be there from the very beginning of our clients' journeys, guiding them towards optimising revenue and crafting meaningful Brands. This re- brand reflects not just where we are today, but where we want to go - solidifying our position as a trusted marketing partner both locally and internationally." Chief Brand Officer Lorraine Borg explains the vision be- hind the transformation. "This is not about changing who we are, but about reaffirming our foundations. We have refined our identity to put our work at the forefront. Our new tagline, 'Crafting Brands for People,' is a testament to our belief that brands are not just logos and colours; they are experiences, emotions, and connections." "Creativity remains at the core of what we do. We are doubling down on innovation, pushing boundaries, and delivering im- pactful solutions that resonate. This brand evolution is about ensuring that our work contin- ues to make a lasting impres- sion," she added. Concept Stadium rebrands with bold new look, renewed vision Jonathan Dalli, Founder and CEO of Concept Stadium, unveils the agency's new rebranding at a special event hosted at Ta' Betta Wine Estates