Money

They called it “the partnership that consolidated Lighthouse Group as Malta’s leading
marketing company.” A veteran of the local market Lighthouse has stretched its reach
to foreign shores and partnered with Ashley Worldgroup. If you were mesmerised by
the opening ceremony of the Athens Olympics, if you were spellbound by the Greek
pavilion at the Shanghai World Expo, if you were enticed to holiday in Greece by the
multinational campaigns of the last few years, if you were influenced by the Hyundai
campaign in the South African World Cup, then you have already met Ashley Worldgroup.
Welcome to Lighthouse and Ashley. Let’s talk.
Lighthouse and Ashley.

14, C. Mallia Street, San Gwann SGN 2202, Malta
t: (356) 21 387 900 e: info@lighthouse.com.mt | www.lighthouse.com.mt
Contents 43 Calling time
Money meets Jean-Claude Biver, CEO
of Swiss luxury watchmaker Hublot.
8 Bright eyes
These creatives are making a name for
themselves away from the rock. How did 45 The commerce
they discover their talent and why did of creativity
they leave Malta, asks Veronica Stivala. In a survival of the fittest battle, the
ideas that persevere become a resource
15 Funding trust that puts a spark in the economy, says
Chris Mifsud.
Creativity is nothing without strategy
and research, says Roderick Muscat
Monsigneur, CEO Lighthouse Group. 47 The logical song
15 years after Pierre Mizzi set up
18 A cultured man Logix Communications, creativity and
strategy are still the key to effective
With a passion that is astounding, communication.
Adrian Mamo, Chairman of the Malta
Council for Culture and the Arts,
explains to Victor Calleja how Malta is 51 Speaking stones
enhancing its cultural heritage. Kris Micallef discusses creativity in
design and architecture with Konrad
24 Big ideas Buhagiar and Ray DeMicoli.
Three design and branding agencies tell

Money how they use creativity in their 62 Winter warmers
campaigns. Keep cosy and super-stylish in knits,
tweed, and winter woollies.
34 Learning
their lesson 64 The larder
Paul Caruana Turner meets three of creativity
MCAST students who hold Malta’s Mona Farrugia travels to Italy, the
creative future in their hands. Maldives and Marrakech to meet three
wise men who have turned cooking into
39 Valletta, an an art form.
unrivalled European
City of Culture 66 Building a creative
The revival of Valletta as the European economy
City of Culture in 2018 should be the The Create scheme brings the arts
springboard of a corporate promotional closer to business, says Chris Galea,
campaign for Malta, says Michael Refalo. Malta Enterprise.
4 - Money / Issue 05
Welcome
We might be Adrian Mamo, Chairman of the Malta Editor
mere flesh and Council for Culture and the Arts explains Anthony P. Bernard
bones, yet what how the Council cultivates and supports Email: anthony@becommunications.com
elevates us to a Malta’s culture through all forms of
higher state is creative expression while increasing the Consulting Editor
creativity; the accessibility of the public to the arts. Stanley Borg
way we buoy Michael Refalo writes how the revival of Email: stanley@becommunications.com
ourselves with Valletta as the European City of Culture in
our talent and rise above the mundane, 2018 should be a springboard for Malta. Design
the physically impossible, gravity itself. Porridge | www.weareporridge.com
Yet creativity is not just about art.
In this first issue of 2011, we decided Boutique design and marketing agencies Printing
to focus on creativity since it is this tell Money how they use creativity and Progress Press
quality, coupled with our patience and strategy to produce their campaigns,
perseverance, that makes us Maltese Jean-Claude Biver, CEO of Swiss luxury Distribution
hard workers, shrewd businesspeople watchmaker Hublot finds a strong link Mailbox Direct Marketing Group
and survivors despite our island’s lack between creativity and watchmaking,
of resources. We don’t have oil, precious while Mona Farrugia works up an Hand delivered to businesses in Malta
minerals or land, yet we have ideas. appetite as she interviews three chefs and selected Vodafone corporate
whose creativity has earned them clients and all their retail outlets. All
In this issue, we interview three Maltese Michelin stars and worldwide accolades. 5 Star Hotels including their business
creatives who have made a name for centres, executive lounges and rooms
themselves abroad – creative director, We also make the most of our creativity (where allowed). Maltese Embassies
photographer and filmmaker Duncan Bone, in this issue’s sporty fashion shoot and abroad (UK, Rome, Brussels, Moscow
cartoonist, illustrator, art director and in giving you a business magazine with a and Libya). Some Government
designer Gattaldo, and activist director and stylish difference. institutions and ministries.
producer, portrait photographer and lighting
technician Inka Stafrace all left Malta for Read on and enjoy. For information regarding promotion
various reasons, yet they have all made the and advertising contact
most of their creativity beyond our shores.
Jamie Maher
Tel: 00 356 2131 4719, 2134 2155
Email: money@becommunications.com
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Bright
eyes
These creatives are making
a name for themselves away
from the rock. How did they
discover their talent and why
did they leave Malta, asks
Veronica Stivala.
W hat unites Duncan

Bone, Gattaldo
and Inka Stafrace is their
differences. Indeed, as
cartoonist, illustrator,
art director and designer Marketa - Photo by Duncan Bone
Gattaldo says, being
different is creative people’s
idiosyncrasy – they are Photo by Gattaldo
rebellious and childlike.
The three also feel their

home country did not accept
their being different and
all sought new pastures.
Both Gattaldo and Inka
Starfrace felt bogged
down by Malta’s staunch
Catholicism while creative
director, photographer and
filmmaker Duncan Bone felt
unappreciated.
The three speak

passionately about their
drive to represent the world
as they see it and also voice
Palestinian farmer watches his land being ‘acquired’ - Inka Stafrace
their views on creativity.
Multi-
disciplinary
is the key
Duncan Bone
It was the world around
him, more specifically
everyday objects that steered
Duncan Bone towards
the world of graphic and
industrial design.
Although initially frowned

upon when Bone first moved
to London 11 years ago, his
multi-disciplinary talents
have worked to his advantage.
The creative director, photographer and filmmaker always

had an interest in the creative process but found it difficult to
find his slant.
Before he turned 17, he played guitar in bands, shot photos,

bought a VHS wedding style video camera to shoot film, took acting
classes and then learnt how to use a Mac and got into graphic design
while he was meant to be studying industrial design.
Bone has art directed and animated the graphics for Kylie
Minogue’s clip for the campaign with Spanish jewellery
company Tous, has photographed Spike Lee, Russell Brand
and Lily Cole, was involved in the marketing and created
bespoke sets for Ridley Scott’s Matchstick Men and won a
Silver Pencil at the OneShow awards in New York for his work
for Playstation. The list is endless.
Spike Lee
The same goes for his sources of inspiration which include
music, film, architecture, art, a walk in the city with his
headphones on or even a heavy dose of RSS feeds from blogs.
However, the magic really happens when he’s with a good

team of people, one idea leads to another and, hey presto, a
new idea is born.
Bone believes creativity is something within all of us on

different levels-learning to understand your creativity and Bone
figuring out how to make something out of it or even making a
living out of it is something else. believes
Unfortunately, to make a living out of his art, Bone had to creativity is
leave his home country, which he loves. 11 years ago when he
left it was practically impossible to get paid fully or on time something
for a freelance design job. This was not the case in London
which also provided the challenges he was after and led to his within all
becoming creative director at Wieden + Kennedy.
of us on
Interesting work in the pipeline includes a new European
campaign for Honda making use of never-used-before sound different
technology as well as a pilot project for Fair Trade in Malawi
and a TV and print campaign for Nike Olympics. levels.
Money / Issue 05 - 9
The world is my stimulus, starting
from the sublime to the mundane.
A different
Design
Gattaldo
Gattaldo recalls how

round about the age of six he
borrowed a box camera that
was lying around his parents’
house. He became obsessed
with looking at everything
through its viewfinder. The
world was more beautiful if
the clutter around a subject
was cropped.
“I relished the control over

reality, this new power to
choose the essence over what
is dispensable.”
The cartoonist, illustrator,

art director and designer Gattaldo
hasn’t looked back since. His
The Brave Cissies appeared
on the maltamedia.net
portal. He designs interiors
and bought and restored a
historic 16th-century house
in Valletta and is working on
the restoration and design
for the interior decoration
of a 450-year-old house in
Vittoriosa. He also recently
worked with various
illustrators, artists and
composer Ruben Zahra on
a book of Maltese folktales,
published by Merlin Library Ltd.
All these creations were

inspired by the world, claims
Gattaldo. “It was humbling and ever creative as rebellious, childlike growth on the horizon so I
so slightly embarrassing but and individualistic than meets fled the moment I could.”
“The world is my life’s experience is all we have the eye,” he notes.
stimulus, starting from the to go on. Some regurgitating is Gattaldo is currently working
sublime to the mundane.” necessary of course and that’s Perhaps the rebellious on a direct mail piece in the
what a creative relies on.” nature had something to do form of a hardback book called
He recalls how some with the artist’s leaving Malta Stop and Smell the Stilton with
time ago, the celebrated This artist interestingly to live in the UK. He points Langland advertising agency. It
Derren Brown demonstrated attributes creativity to being out how Malta’s size and pulls at one’s emotional strings
to two Saatchi & Saatchi different and says this is oppressive Catholic frame of by presenting a series of real
ad executives through something innate. mind was far from conducive. life resolutions of people with
subliminal messaging, how cancer. There are also future
our experience guides our “There is more to the “The sea promised new plans for setting up a limited
thinking process. stereotype notion of the opportunities of personal company in the UK.
Israeli military ambush a non violent protest in Palestine
An Israeli soldier proudly showing his only wound An Israeli peace activist shot by Israeli military
Actively creative
Inka Stafrace
Angered by the unfair way in which television portrayed “I really enjoy editing. Editing is where you can be creative.
events and people, Inka Stafrace wanted to make people see I feel blessed in that I enjoy it so much because I can get
what was really going on in the world. particular about it,” Stafrace points out.
The activist director and producer, portrait photographer Stafrace originally left Malta for Australia with her family
and lighting technician recalls being upset about how when aged 12 in 1979. Although she did try to live in Malta for
University fees were introduced in Australia, there was never any the past two years, she felt stifled by “the Maltese hard-
description as to why the students were demonstrating. What headedness”.
was portrayed was a “blankness of information”, she protests.
“It seems Malta is completely divided into one half that
Other pet causes include the environment, bullying, human is completely unproductive and ignorant, then there’s this
rights, ignorance and identity. All the current wars seem to
bright energy coming from young people,” she laments. She
stem from the division of identity, she says.
continues, “I think the island is really special but for creative
Stafrace’s film company Polly Tickle produces short films people it’s too small.”
whose subject matter includes queer theory, sexuality,
Stafrace’s biggest project to date is a documentary
political protests and relationships.
entitled Hope in a Slinghot which documents the war in
Stafrace’s introduction to the film world interestingly Palestine and questions the true meaning of military
started when she used to play drums in a band and worked on occupation. In fact, she wants to go back to Palestine
mixing sound. This led to her studying audiovisual technology where she wants to cover the ‘spiritualness’ of Jerusalem in
which was how she nurtured her love for video and film making. modern times for she believes the land is sacred land.
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Funding
trust
Creativity is nothing without strategy
and research, says Roderick Muscat
Monsigneur, CEO Lighthouse Group.
F or Roderick Muscat
Monsigneur, the smell
of ink triggers a Proustian
“Then when I was about
14, the father of a friend
of mine approached me to
up with internationally-
renowned media group Ashley
Worldgroup.”
knowledge abroad. We are
doing this in a structured
way, by investigating how
moment that defines his work, design a monthly leaflet for other agencies abroad
his career, his life. his sports club. By then, I had For Lighthouse Group, function and by gaining
bought my first computer the partnership with Ashley cultural understanding,
“I remember when I was and used to experiment with Worldgroup – which is which is necessary to
a young boy growing up in Corel Draw and other graphic present in 15 countries – can work in the creative
Sliema, all the other boys used design software. lead to further business industries abroad.
to play football in the streets expansion in Europe, Africa
all day long. I hated the sport “Yet I didn’t pursue design and other markets. “Of course, exporting our
and so would spend my free as a career – instead, I started knowledge abroad does not
hours at a small printing press studying civil engineering and “Two years ago, Lighthouse mean that we are breaking
in the neighbourhood. working in real estate. Eventually, joined IN Network,” says our local ties. Rather, we will
though, I veered into marketing Muscat Monsigneur. “IN continue to be very active
“It all started when I was and when I was 21 years old, Network is the largest global locally, especially now that
walking by the printing started The Bargain Magazine. conglomerate of independent Malta is acknowledging
press and, smelling the ink, The magazine was a new niche advertising agencies with that the creative industry
got curious and walked in market, which I tapped into – I a strong presence in every is a huge contributor to the
to find what, in my eyes, was a pioneer in giving everyone, continent. It is thanks to this local economy. Just consider
looked like a cave full of even stall owners at the open synergy of ideas between that, for instance, during
magic. The printer there market, the opportunity to practically every country a photo shoot, we employ
gave me some lead letters promote their products. in the world that has made or subcontract designers,
and told me to sort them. our partnership with Ashley photographers, stylists,
From then on, I continued “Eventually, I started Worldgroup possible. models, hairdressers,
to visit him. I remember one diversifying – fast forward set-builders, technicians,
day he gave me a bunch of to today and I am now the “By exploring the potential and more. The creative
papers stapled together – proud CEO of a marketing that Europe, North Africa, industry contributes not only
it was such a precious agency, Lighthouse Group, the Middle East and beyond financially but also in terms of
gift to me. which has just partnered hold for us, we are exporting knowledge and culture.
We are exporting
knowledge abroad.
“This is a far cry from the Nowadays, a business that Yet these campaigns not execution. Such planning is
situation we had a few years doesn’t have an agency on its only celebrate the creativity creativity as a science.
ago – just consider that it was books is like going to the law of the Group but also the
only in the budget for 2008 courts and opting to defend strategy at play. “For a good campaign, you
that the creative industry yourself without a lawyer – it also need to conduct research,
was defined. Before that, is entirely possible, yet how “The difference between which in turn helps you draw
we were always listed under wise is it?” art and creativity is that the up an effective strategy. At
‘other services’. Defining our former is subjective and does Lighthouse, we are building
industry is a huge step in the In the past years, not necessarily have a strategy, our research capacity. Without
right direction. Lighthouse Group has been whereas creativity requires a research, it’s like you are firing
responsible for some of the strategy in order to apply to a wildly, hoping to hit the target.
“Such recognition is also most memorable campaigns, large sector of society,” says But with research and strategy,
forthcoming from our clients. Muscat Monsigneur. you are like a sniper.
from the Allcare Insurance
And that is important because
billboards to their in-house
we have to work closely with “To create a good campaign, “Recently, we carried out
production Brand X. Recently, you have to plan a lot – you research which showed how
our clients – it is useless to
the Association of Marketing need to analyse the product an individual gets hit by
have a good campaign for, say,
and Communication itself, its positioning, audience around 6,800 brands every
a shop, when the shop’s sales
Professionals in Texas has and medium. We also consider day. So to stand out, we need
staff is not trained in customer
care. That would reduce a also awarded Lighthouse cost – in our industry, you to create our message by
campaign to mere packaging. Group four Platinum Awards always work within financial bringing into play these three
for outstanding audiovisual restrictions, but that doesn’t factors – research, strategy
“Also, businesses now work. The audiovisual works mean that you cannot have and creativity. This, in turn,
recognise the important were for Brand X, Quadra a good idea. After all, it is stirs emotions and creates
role that marketing and Chameleon, Shoemarket and not having a good idea that trust between a customer and
communications play. Prego Olive Oil. costs money, but rather, its a brand.”
A
cultured
man
With a passion that is
astounding, Adrian
Mamo, Chairman of the
Malta Council for Culture
and the Arts, explains to
Victor Calleja how Malta
is enhancing its arts and
culture scene.
Photo by George Scintilla at www.georgescintilla.com.
I
meet Adrian Mamo at his architect’s accessibility of the public to the arts and enthuses. “Malta is full of talented people
office in Balzan. Although easy to enhance Malta’s cultural heritage locally who need exposure and appreciation.
talk to, he must give his clients, and abroad.” The Council also promises We, as a Council, need to make the arts
artists or anyone interested in launching to, “Adhere to the values of excellence, as accessible as possible but we are not
a cultural project quite a tough time integrity, respect, commitment, expected to, and will not, turn the arts or
trying to cope with his mind, which innovation, inclusion and transparency.” our events into crass entertainment.”
seems to survey and cover a hundred
topics in a few seconds. Such a vast mission sounds quite The Council is expected to foster
exhaustive, yet Adrian Mamo seems and launch various art initiatives and
Adrian Mamo is Chairman of the to thrive on it. The passion in his call is get them funded, monitored and reach
Malta Council for Culture and the unfailing and he gets his adrenalin going full fruition. Just over a year ago, the
Arts, whose mission statement is just talking about what he and the Council Council launched a revised and enlarged
to, “Cultivate, through investment members do, how they do it and how they Malta Arts Fund, which supports local
and support, a creative expression of put their own creative hats on to stretch artists’ projects and a new Fund for
excellence and to inspire a forward- their funds and take culture to the people. regular funding of arts organisations is
looking Maltese cultural identity.” The about to be launched. The Council is also
Council is also responsible for promoting “I believe that Malta deserves and needs directly responsible for the Arts Festival,
“Malta’s culture through all forms an Arts festival that is based on quality Carnival, G anafest, the Malta Jazz
of creative expression, increase the and puts us on the international map,” he Festival and Notte Bianca. Mamo says
02 03
04
05
01. Matt Penman & Reuben Rogers of world renowned Joshua Redman’s Double Trio at the 2010 edition of the Malta Jazz Festival (photo by John Ambrogio)
02. Maltese folk musicians team up with musicians from France, Israel and Algeria for the final musical numbers at Ghanafest 2009 at Argotti Gardens (photo Adrian Mamo)
03. Jean Christophe Maillard with a guitar solo during Richard Bona’s performance at the 2010 edition of the Malta Jazz Festival (photo by John Ambrogio)
04. Valletta’s architectural gems become performance venues during Notte Bianca’s night-long extravaganza of art and culture (photo by Darrin Zammit Lupi)
05. Admiring Valletta’s treasures during Notte Bianca (photo by Clive Borg, 2010)
06. Malta’s ‘father of Jazz’ and creator of the Festival, Charles ‘City’ Gatt performs at the 2010 edition of the Malta Jazz Festival (photo by Sergio Muscat)
07. Folk band Ressala from Egypt perform at Ghanafest 2010 at the Argotti Gardens (photo by Stephen Buhagiar)
08. Maltese folk musicians team up with musicians from France, Israel and Algeria for the final musical numbers at Ghanafest 2009 at Argotti Gardens (photo by Adrian Mamo)
that the numbers at some of the events “If you gauged the success of Notte cultural events which have sprouted all
are mind-boggling while at others they Bianca by its sheer numbers,” Mamo adds, over the island. This is outside the Malta
are smaller but still noteworthy. “we would be very happy. But what is truly Council for Culture and the Arts’ remit,
impressive on that night are the long queues but I feel that the success of Notte Bianca
Notte Bianca is one of the main of people waiting to tour our architectural has contributed to encourage other
crowd-pullers. And on that night the gems, like the Auberge de Castille, the organisations in setting up successful
arts are on full display and in full Grandmasters’ Palace, museums, and other events which combine the commercial
swing. On the night, Valletta becomes places of historical value.” Normally aspect of localities with heritage,
a showcase for culture and the arts inaccessible places are also open to the tradition, history and architecture.
and the Council’s remit is vibrantly public, which seems to show a voracious
appetite to view Valletta and its treasures. While talking of tradition I feel I have to
present – there is dance, music,
Mamo is sure a lot of those people who queue quiz Adrian about ghana. Shouldn’t it be
theatre, literature, tradition, history nurtured and introduced in bars, wine bars
up would previously never have dreamt of
and heritage all combining with the and restaurants to help keep it alive and
viewing the buildings or what’s inside.
commercial offerings in Valletta to get it known as one of Malta’s treasured
make it a memorable night for the Notte Bianca, while having a lot of and unique traditional aspects. I add that
larger part of our population. And popular appeal, also delivers culture to although I love hearing jazz and other
the people can also see and enjoy the the people. And Malta’s creative flair is music in entertainment spots, it is sad that
beauty of the architecture of Valletta. also being expressed in various other ghana never makes it to the stage.
We, as a Council, need to make the arts as accessible
as possible but we are not expected to, and will not, turn
the arts or our events into crass entertainment.
“If you move ghana and ghannejja Festival the food at the outlets is properly
into the trendy wine bars and screened and no fast food is allowed. So
restaurants which do not traditionally the Council is rightly encouraging Maltese
form part of the background to ghana, produce and culinary traditions during
then the true spirit of ghana and its these three events.
singers dies,” Mamo answers.
The Malta Jazz Festival is another
I realise how true this is and think subject which gets Adrian’s eyes
of the various Maltese nights held in glimmering. After building a real
nightclubs, which might have some following in Malta and worldwide, for a
semblance of reality but are just a few years the event took a rather more
commercial way of attracting tourists commercial direction. Now it’s back
without being in any way tied to keeping to its roots and showcases some of the
proper tradition alive. And that would world’s leading jazz performers. Jazz
also happen to ghana. legends such as Michel Petrucciani, Joe
Zawinul, John Scofield, Chick Corea,
But then there is the G anafest, or the Diana Krall and Elvin Jones have all
Mediterranean Music Festival, as it is now graced the Malta Jazz Festival’s stage –
more appropriately referred to. Adrian a veritable history of jazz in miniscule.
explains that this is where the ghannejja get
together – here, they do not feel intimidated Moreover, the influence of the Malta Malta Jazz Festival is gifted with one of
by the fineries that a restaurant or wine bar Jazz Festival has been instrumental in the most breathtaking festival sites in
would have on offer. The Festival’s artistic serving as a springboard for various Europe. And one of the warmest.”
director rightly ensures that, whilst hosting Maltese jazz musicians to establish
foreign music groups from around the themselves abroad. The remit of the Council is to foster
Mediterranean, the tradition of ghana is not excellent and inclusive culture in Malta.
commercialised or compromised in any way. The numbers attending might not be And as time goes on, the Council is
enormous but the reviews of the festival doing more and assisting more and more
“Of course,” Mamo continues, “the definitely give it the thumbs-up. Even artistes. No culture exists without the
numbers at the G anafest are not leading jazz publications consider the artists who keep it alive and vibrant –
stratospheric but they are encouraging Malta Jazz Festival to be the highlight this means that everything is done to
and growing from year to year, and I feel of the year’s offerings. In its September keep them as up to date and in tune with
that we are doing a service to one of our issue of this year, the UK’s largest Jazz what is happening as possible.
traditions.” magazine, Jazzwise dedicated the central
spot of its reviews to the Malta Jazz All this and more is part of what
Unlike Notte Bianca, at the G anafest, Festival – the reviewer stated how, “It’s Adrian Mamo lives for, thrives on and
the Malta Arts Festival and the Jazz been said before, and I’ll say it again, The is passionate about. As he himself says,
there are things the Council wishes to do
and wishes to foster but funds, time and
other human limitations are a constant
challenge to him and his team. However,
when we consider our miniscule size,
nobody can deny that we still manage to
do a lot.
For more information about the Malta

Council for Culture and the Arts and
opportunities for artists’ funding visit at
www.maltaculture.com.
Read on. Join us

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Vodafone’s new approach is intended are valuable and important. We have
Vodafone to take customer service to new heights

in quality and excellence. Aware of its
created a customer-oriented approach
whereby each customer is treated
launches customers’ busy schedule, this service

will focus on reliability, efficiency,
on a personal level. We are aware
that network reliability is of utmost
customer and high-speed data – all factors that

will help customers make the most
importance to all our customers and
we provide solutions where network
experience for of their time. With the best data

network coverage on the island and
coverage is low. We examine customers’
needs and accommodate them
self-employed the highest speeds, Vodafone clients

are well empowered to access data and
accordingly. This will not only help us
build a relationship with each customer,
communication channels and enjoy but will also ensure that they are cared
their benefits, whether they are at their for in the best possible way.”
V
odafone Malta has launched office, shop or on-the-move.
a personalised customer Vodafone Malta understands that
experience for professionals, Account Managers will place clients professionals and traders running their
traders and shop owners who run their on the best plans that suit their own business rely heavily on internet,
own business or practice. The service particular needs guaranteeing the most e-mail and their mobile phones to stay
will give clients reliable solutions relevant tariff depending on their usage in touch with clients and colleagues.
for their particular business and patterns. They will also offer them They are frequent travellers and spend
trade needs. the most practical handsets from the their working days on the move.
widest portfolio on the island, with an For this reason Vodafone Malta can
This experience also offers a one- assurance of relevant products at the assure its clients of excellent network
to-one service which will strengthen best value for their money. coverage, the best roaming rates
Vodafone’s relationship with clients, and the fastest data speeds – the
putting a name to assistance and Alexandre Froment-Curtil, Head of combination of which enables them to
support through an open and direct Marketing at Vodafone Malta said: manage their businesses in an efficient
channel of communication. “At Vodafone Malta all our customers and productive manner.
Big ideas A
marketing campaign is not just about pretty and
attractive design, nor does it depend solely on
strategy. Rather, it is a winning combination of
design and strategy that makes for a memorable campaign.
Here, three boutique agencies, Switch Design and Brand
Strategy, Mangion & Lightfoot and Porridge Creative, take
Three design and branding agencies tell Money how they cue from some of their projects to explain how this winning
use creativity in their campaigns. combination is achieved.
The rebirth of a
modern classic
by Switch Design and Brand Strategy
The Wembley Store in The Wembley Store to its Starting from an exhaustive characterised the first phase of
Republic Street Valletta has former glory and start a new brand audit, Switch and The the project.
been a landmark ever since chapter for Valletta’s famous Wembley Store management
worked towards an initial brief “This project is an ongoing
it was opened by Emanuel landmark. Chris and Noel
that outlined every aspect one, a project that will remain
Gauci in 1924. During World Gauci, Joseph’s two sons who
of the project. Once this was alive as we add essential
War II, the Store endured all head the business, collaborated
finalised, work started on design elements to the store
the hardships that befell the with Switch, their Design and
the initial phases of the re- over the next year or so. We
Capital city and persevered Brand Strategy consultants, to
branding process itself. have put most of our creative
through some of the toughest give this project the care and muscle to work here, from
times in recent history.
attention it deserves. Focus on perfecting brand our experts on interiors to
In 1946, Emanuel’s son Joseph orientation would ensure that graphic design for marketing
Switch Design and Brand
returned from his apprenticeship every step of the way would be collateral, as well as copy-
Strategy were chosen as
at Harrods London and set out aligned to the agreed strategy. writing and web interface
the company that fit all the
to continue his father’s work This would include everything development. I took on the art
and vision. The economic criteria required by a project from identity development direction of the project myself
situation during the 1980s and of this scope and magnitude. to product offering, design and it was a real pleasure
90s turned the shop into more They provide end-to-end language and communication working with everyone on
of a convenience store than design solutions, from materials. Both Switch and the team as we saw this
a local version of Fortnum & brand identity management The Wembley Store sought project come to life in all its
Mason. Recent attention to to interior and exterior to ensure consistency of various forms,” says Michael
the capital city was embraced design and including all application of the agreed Azzopardi, the Creative
by the Gauci family who seized communication materials brief and this led to the Director of Switch Design and
the opportunity to restore and collateral. cohesive result that has so far Brand Strategy.
now twice that available Facts and figures:
before the project started. Switch Design and Brand Strategy
New features include
Established seven years ago, Switch brings together
a serving window onto
decades of collective creative experience in a team of
Republic Street for quick,
dynamic and energetic individuals.
over-the-counter purchases
and a cellar that gives fine
Led by Michael Azzopardi and Simon Debono, the Switch
wines the display and storage
team is driven by the desire to constantly design solutions
area that befits them.
that push the boundaries of innovation and remain at the
Work on the identity was “We have introduced very forefront of aesthetic trends while providing all the
a challenge that the Switch new lighting solutions that functionality and flexibility expected by their clients.
Creative team loved to work highlight the contrast between
on. The team wanted an the old and new features of the Refusing to be bound by its own description, the team
iconic identity that created store. In addition, all of the old at Switch takes pride in its ability to design anything,
a contemporary take on photography that was stacked from effective communication campaigns to interiors,
the existing marque, one products and packaging, from web-interfaces to corporate
in the shop’s archives has been
that is recognisable by all communication documents and from PR strategies to
restored and is now proudly
and steeped in wonderful customer experience enhancement.
displayed in-store. I wanted
heritage. The final logo
the façade to retain a nostalgic
embodies ‘Quality foods
throwback to 1924 while
at heart’ in a design that is
distinctive and timeless.
adding a contemporary touch. The team
Custom-designed timber While every team member in the company is a creative
Turning to the brand itself, structures, gold leaf and LED at heart, the design studio is made up of a tightly knit team
Simon Debono, Director of lighting now complement each of highly experienced and qualified individuals who boast
Strategy for Switch, describes other in a modern twist on the strengths in various areas of expertise and work very well
the product offering as an original signage,” says Michael together. Every design team member is Senior, so every
integral part of the branding about the physical re-design of client knows that they have top-notch people working on
process. the Store. each of their projects.
“The Wembley Store Simon refers to the project
needs to carry an unrivalled as one that required the will All work stems from briefing documents crafted from
selection of fine foods to to go beyond the basics. the agency’s marketing people in close communication
really present a unique with clients, so that a good basis from which to work
brand offering. The company “Design of campaigns and from is achieved, be it a project that is purely design-
management scouted the advertising for The Wembley based or one which covers the various areas of marketing
international market for fine Store was merely the tip communications.
food and drink that is now of the iceberg. We wanted
exclusively available at The to go beyond the obvious
Wembley Store.” and take the identity all the
way through the shopping
The store interior was
designed to provide a
experience. We produced Some projects by Switch
bespoke wrapping paper, a
welcoming, charming and
new web experience, product
MTA Brand Malta, Phase 1 re-branding project.
intriguing space, injected
photographic styles, and a Launch of the Edward De Bono World Centre for New Thinking
with energy and freshness,
new set of identity guidelines.
with light and occasional Foreign-based Airmalta campaigns The Malta Break Escape
PR and experiential
theatricality. Michael
marketing helped complete and Sea You Sun in Malta
explains that, “The shopping
experience at The Wembley the spectrum of services we European Commission campaign for Consumer Rights
Store will take you back in offered to The Wembley Store.
(joint collaboration in a consortium)
time, integrating modern “Managing the project
design and ingenuity with Identity and packaging design for Magro Brothers Group brands
offered some interesting
a style reflecting that of the challenges, particularly related including Mayor, Three Hills, Savina, Hanini and Farm Fresh
1920s. The new design also to the logistics of construction
features new product display Re-branding of B&M
on Republic Street while
and locations as well as Re-branding of Credence Corporate & Advisory Services
maintaining the same level of
intelligent storage solutions
retail service to The Wembley Re-branding of Seasus
that give swift access to
Store clients every day. As
products and rapid shelf Branding of The Duke Shopping Mall, Gozo
daunting as this may sound,
replenishment.”
we’re pleased that we helped Design of Victor Azzopardi web interface
This was applied to all our client keep its promises to
three levels of store footprint, its esteemed clientele.”
The whole package
by Mangion & Lightfoot
Since its inception, M&L has created a number of brands, but

one the team is particularly proud of is a project that landed on
the world’s most important packaging website, The Dieline,
which only features the finest designs – a prestigious accolade
that has generated much international interest. Even one of
celebrity chef Jamie Oliver’s posse – having seen the work
on Granfarina products for the Middle Eastern market – has
enquired about M&L as he plans to launch his own food range.
In this case, the client set an open brief for the branding and
packaging of flour. The only restrictions were the standard
size and shape of the container. Apart from the name and
logo, M&L had to create the ‘skin’ of the packaging, which
was created with its trademark fresh, clean, no-clutter and
functional feel – consumers actually see what they can bake
with the contents and are enticed to buy the product.
“It was a matter of design with a difference,” say Matthew
Mangion and Mark Lightfoot, directors of M&L. And it worked.
“The project was one of those that got the thumbs up from
everyone. It ticked all the right boxes, or paper bags, in this case.”
Facts and figures: Mangion & Lightfoot

For Mangion & Lightfoot, the boutique agency with the big
clients, it’s not just about pretty pictures – it all boils down to
strategy.
M&L may be the brainchild of two designers – Matthew
Mangion and Mark Lightfoot – but that element, though an
integral aspect of their work, is not just the end of the line. It
is a whole thought process that leads to effective results.
This is the philosophy that sets M&L apart. The boys behind
it are not just there to place your advert in a newspaper or
magazine – they first ask why you want it, where the problem
lies, if any, and what the ultimate objective is. They study the
product to determine who is receiving it and, more importantly,
who isn’t. And it is the answers to these questions that give birth
to effective brand management and promotion.
Consequently, consultancy is a natural offshoot of M&L’s
approach. It is part of the package, with M&L looking deeper
into the clients’ needs to really understand the roots of their
objectives and possibly totally turn their plans around.
“If a particular product is not moving, our role is to
understand why it isn’t. A quick fix advertising campaign may
Even one of celebrity not be the right solution – we have to dig deeper and, through
a lot of communication with the client, decide how to achieve
chef Jamie Oliver’s posse the ultimate goal – to sell – using the most efficient channels,”
say Matthew and Mark.
has enquired about M&L as M&L was set up 13 years ago by its two directors, who are
he plans to launch his own both London graduates in design and communications. That
itself is an added bonus – clients appreciate the director-designer
food range. connection and feel secure they are entrusting their project to the
guys who are actually going to create it.
“It’s a case of going straight into the job and M&L refuses to grow and lose that all-
being able to be creative on the spot,” says important personalised touch. However, despite
Matthew. “It eliminates the possible hurdles being a boutique agency, it still does what the
of handing over briefs that may get lost in bigger companies do. Remaining compact has not
translation and means brainstorming and the meant targeting only the minor jobs and forfeiting
bouncing of ideas can start from the first meeting, the weightier and worthier ones. On the contrary,
because the guys behind the desk are the design it has allowed M&L to continue offering quality,
and marketing gurus too. It means no one makes focusing on a handful of major clients and less
promises that cannot be achieved.” demanding projects to stop any gaps.
Over the years, M&L has remained an almost Creativity is M&L’s driving force. However,
family-run business, with a select range of clients, “You can only be as good as your client – if
adding three account executives along the way to your client is not open to new marketing ideas,
be able to continue giving due attention to design, ultimately this limits the potential of making
while also undertaking the management role of a a product memorable and desirable,” say
project to offer a holistic service. Matthew and Mark.
The idea is to take a project from end to
M&L has secured a wide range of clients that
end – from identifying the paper bag to put the
spans the tourism and automotive industry,
product in, to designing websites, creating and
financial services, catering and retail. Scholl,
launching brands, and organising events.
Island Group, Honda, New Look and Deloitte
“We get to know our clients well and they to name a few have all chosen M&L, allowing
work with us as an extension of their company,” the agency to spread its wings and let its
say the two directors. imagination – with a purpose – take flight.
Island Caterers’ social media marketing intelligence on Win a Wedding is further

audience. And that’s what potential customers, their proof that M&L is not just
M&L did. tastes and needs. designers and that design is
merely the fruit of the thinking
The agency proceeded to “The project was designed behind it. It shows that the
identify what area of Island in such a way that we got to team goes beyond the call of
Caterers’ business to go into know what people want and duty, building up a campaign
and opted for weddings, one of could move on to develop new from the most basic of briefs.
their major sectors, to give it and more specific products,
a bit of a boost. M&L came up based on what we learnt about Its sense of familiarity also
with the idea of a competition their needs,” Mark explains. means knowing the client
that would see the lucky winner well enough to know how to
end up with a coveted prize of The hype around the achieve its aims. Moreover, it
€10,000 to spend on catering, initiative was phenomenal, uses the latest technology to
cutting down considerably thanks also to the involvement tap into the market.
M&L is heading online of the public in the voting for
on the exorbitant costs of
these days, acknowledging the finalists. It culminated in M&L’s strap line –
weddings by targeting what
that it is the way forward. It the buzz around the Island Strategy, Creativity and
the biggest chunk of expenses
has tapped into and brought Caterers’ stand at the Weddings Implementation, strictly in
goes towards.
out the far-reaching potential Fair, where a concluding that order – is not just an
of promotion through the On a shoestring budget, challenge was set out for the empty slogan.
internet, with its focus on the bulk of which went to the contestants, adding a fun and
web design, social media and creation of the feminine, fun and games aspect to the campaign. The Win a Wedding
online advertising. even humorous Win a Wedding campaign, a small project with
website, M&L used Facebook, web The aim was to generate big results, sums up M&L’s
One particularly successful leads and wedding bookings raison d’être. Again, it ticked
banners and e-mails, managing to
project, which incorporates continued to increase. The all the boxes: innovative,
attract close to 10,500 fans, up
all elements of web-based campaign was so successful, creative, good value for
from an original target of 4,500.
promotion, is its almost particularly in view of the money and fun – all important
From the applications submitted,
completely digital Win a limited promotional outlay, ingredients for the company,
the agency created a database for
Wedding campaign for Island that the client even decided to reflected in the attitude of its
the company of couples planning
Caterers. The brief was, bump up the prizes. tight-knit team.
a wedding, supplying invaluable
quite simply, to develop
Insuring a web presence
by Porridge Creative
Atlas web presence: To be launched early 2011
Insuring a web presence by Porridge Creative

Porridge Creative directors suitable and up to date look the services to be highlighted Explaining the visual
Jon Calleja and Joey Borg and feel to match the brand’s and then came up with elements of the Atlas
discuss how they went about corporate yet fresh nature. various solutions. Insurance website, Joey says
creating a new web presence that they wanted to use crisp
for Atlas Insurance PPC. “Having experience with “As these ideas took shape,” and clean typography.
their previous website, Atlas says Joey, “we started working
“Malta’s foremost Insurance gave us a clear idea on the visual elements in “The typeface strengthens
general business insurer, of what they wanted to attain
tandem with their teams the ideas behind the process
Atlas Insurance PPC, technically, but beyond the
and informed each other of what a company offers.”
approached us at Porridge basic brief, they entrusted
throughout the process.”
for a comprehensive refresh us with full control over the
“With regards to the colour
of their web presence, to creative direction,” says Jon.
Having built a healthy palette, we used colour coding
promote and showcase
Working with Atlas business relationship during to distinguish each service.
their services.”
Insurance’s inhouse marketing this process, Porridge were Buttons in every section were
The brief was to create a and IT teams, Porridge also commissioned to create also color coded and we used
new online experience for the established what information posters, Christmas e-cards vibarant colours to give the
four-year-old website with a needed to be communicated, and web banners. website a fresh feel.”
“Most clients think of white space
as empty space, but we were fortunate
enough to get a client that understands
its importance. We used this in specific
areas to help main sections stand out
from other elements within the design.
“We also used a grid based design to

organise information into a clear easy
to follow layout and keep everything
consistent. The use of a grid makes it
easier for users to scan content and
develop familiarity with it. We also
used specifically targeted banners in the
landing page to direct users to the most
popular services offered.”
Porridge Creative The directors Joey Borg

Founded in 2010 by Jon Calleja and Jon Calleja Having over nine years experience in
Joey Borg, Porridge is a creative agency web development, Joey has worked with
Over the past 10 years Jon Calleja
working across the disciplines of major web application and development
worked as a freelance designer in
online, print, digital, interactive companies like Icon, GO (formerly
London as well as a creative designer
and viral marketing. known as Maltanet), and CCBill, a major
and art director with some of Malta’s
American credit card billing company
top agencies.
Their unique approach has helped stationed in Malta.
various high profile brands such as Alongside all commercial work, Jon
Lacoste, Gant, La Redoute, Big Exhibits Joey specialises in building tailor made
Calleja is the owner of streetwear
and Nimlok Malta build healthy applications and Content Management
brand Fat Gold.
relationships with their clients. Systems, some of which are still used by
over 300 clients, both foreign and local.
Read more about Porridge
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Learning
their lesson
Paul Caruana Turner meets three
MCAST students who hold Malta’s
creative future in their hands.
I
t’s 1997 and Martha (fake name) has just received her
‘O’ Level results. She wishes to pursue a career as an
interior designer and has managed to obtain 10 pass
grades. However, other than an ‘A’ level in Art, there aren’t
many opportunities for Martha to move in the right career
direction, other than going abroad. Matthew Muscat
The first interviewee to present himself is Matthew Muscat
Fast-forward to 2010 and things look very different for a Drago, who navigates his towering frame towards me. Matthew,
young creative spirit like Martha. With the courses offered 18, has been reading for a Higher National Diploma in Media
by the Malta College of Arts, Science and Technology, (Moving Image) for the past three years. Together with his
anyone in the same situation as Martha would feel like classmates, he will be the first to graduate from this course.
a kid in a candy shop when going through the MCAST
prospectus. Matthew says that he has always been interested in film, ever
since he got his first DVD.
Since 2001, MCAST has acted as a primary outlet
for those wishing to pursue creativity. No longer will “It was the bonus features that got me interested,” he says. “I
the imagination of budding artists, designers and really enjoyed learning how the movie was made, almost more
cinematographers be stifled by run of the mill education than watching the film.”
syllabi – MCAST has found a way to prepare them for
the industry in which they crave to make a name for Matthew started writing, directing and acting in his own
themselves. web series when he was 16 – these short sketches, which can be
viewed on his YouTube channel youtube.com/matthewmd92,
I sit down with three such budding talents to learn about were the springboard to what is still a budding career.
their experiences and to see how they feel MCAST has served
them to channel their aptitude and reach their potential. Matthew has just completed his largest project to date.
As I enter the campus situated on a green belt in Mosta, I “It’s a short film with a run time of just 13 minutes. It has a
can already spot a few of the necessary ingredients to allow cast and crew of some 70 people and I’m very happy with the
inspired thoughts to flow, most notably the open expanse of results. Other projects I’ve worked on are the program I helped
nature which enshrouds the school. Students are peppered launch, as a member of the media cast team, which was aired
around the grounds sketching furiously. Such is their on both the Education Channel and PBS. This proved to be an
concentration that I pass by completely unnoticed and enter invaluable experience since we were working with experts.
the administration building. An advertisement which I shot for Heritage Malta will also be
launched soon.”
As I wait, I admire the students’ efforts lining the halls
of the institute. I notice how various materials were used Matthew wears his enthusiasm on his sleeve and his genuine
to create the works. I move on and place my writing pad on love for film is evident as he speaks. It is the acting side of
a conveniently placed stand, only to realise that it too is a motion media that really captures him, stemming from his
piece of art – makes you wonder how art touches our lives experiences and his “Love for musical theatre coupled with the
in so many ways. fact that it is music that mostly inspires me.”
Marie Claire Cremona, 21,
is studying graphic design at
MCAST. Impeccably dressed,
she greets me with a confident
smile, a firm handshake and
a business card which she
designed and printed herself.
A quick perusal through
her portfolio, which she has
amassed over four years at
MCAST, quickly proves her
talents – most of her work
can be viewed on her website
marieclairec.com, which she
designed herself.
Marie Claire Cremona It was Marie Claire’s avid Things could have turned further. In a painting you are
interest in art that inspired out differently for Marie Claire presenting a moment or idea,
her to read for a BTEC Higher had there been no educational while with graphic design
National Diploma in Graphic institution such as MCAST. you are communicating an
Design at MCAST. She hasn’t entire concept.”
looked back since, and says “At first I wanted to read
that, “The course really helped for a degree in architecture,” Marie Claire draws
me with generating ideas, Marie Claire says. “However, inspiration from music,
concepts and all the thinking it wasn’t what I really blogs and nature. She also
that needs to go into a design.” wanted. If there hadn’t values criticism highly –
been a course in graphic she is not concerned with
Marie Claire also design, I would have studied flattery and prefers it when
acknowledges that, “Since something art-related.” people are honest.
starting the course I have had
many opportunities to work Graphic design helps Marie “I feel criticism is
on various projects and I’ve Claire communicate a complete important if I want to
managed to pick up a lot of concept and clear ideas. continue improving as a
new skills. That’s what I like graphic designer. Sometimes
most about the course – the “Compared to art, I feel people try to be polite but
practical work.” that graphic design goes a step that doesn’t help.”
Desiree Azzopardi Marbella Design School. we focus on psychological
aspects of design among
Desiree Azzopardi has “I liked it there because other things.”
been interested in art ever studies were focused entirely
since her days at Sacred on interior design,” she says. Her experiences abroad
Heart School, where she have helped Desiree to see
The highlight of her studies room for improvement in
spent many hours sketching
to date is her three-month the way MCAST runs this
while listening to music,
Erasmus experience at York particular course.
which for her is, “A great
St. John University, which
source of inspiration.” was awarded to her on merit. “We could definitely use
Desiree has a strong drive more live briefs and more
Desiree pursued her
which, together with her contacts in the industry. It
passion for art by sitting for
ambitious streak, seems to be would also be good to get
her ‘A’ Level in Art while
a winning formula. more insight into the real
studying at De La Salle Sixth market.”
Form. The logical next step For Desiree, the best
was enrolling at MCAST, thing about MCAST is, Finally, Desiree comments
where she is reading for a “The workshops, which at on the space which creativity
degree in 3D Design and Marbella we didn’t get to needs. “At MCAST, the
Interiors. Desiree also spent experience. The diversity of flexibility that we have helps
a year studying abroad at the the course also helps because our creative side to flourish.”
Call Libya and Russia for 30c per minute

Vodafone Malta is now offering its postpaid customers the opportunity
to call non-EU countries such as Libya, Russia, Australia and Canada for
only 30c per minute with its international bundle.
The bundle gives customers 50 international minutes in call time to
non-EU countries for just €15 and can be used in conjunction with
the pay monthly Starter plans, the Unlimited plans, the Smartphone
plans and the Business Essentials plans.
“With our new pay monthly plans, customers can call anyone in
the EU at the cost of a local call and now they can also call non-EU
countries for only 30c per minute,” stated Alexandre Froment-Curtil,
Head of Marketing at Vodafone Malta.
Vodafone customers can opt for these bundles by calling 247, or
speaking to Vodafone representatives at any Vodafone outlet. For
more information visit www.vodafone.com.mt/internationaladdon.
Dr Michael Refalo is a former
Minister for Tourism, Justice, Culture
and the Arts. He is a Companion of
the Order of Merit of Malta, a Fellow
of the Royal Society of Arts and a
former High Commissioner to the
Court of St James’s.
Photo by Clive Borg and courtesy of the Malta Council for Culture and the Arts
2018 Valletta, an unrivalled

European City of Culture
The revival of Valletta as the European City of Culture in 2018 should be the springboard of a corporate promotional campaign
for Malta, says Michael Refalo.
F
or the international media Valletta However, as culture and the The Valletta Council’s street
and Malta are synonymous. environment move up the pecking order, rehabilitation programme complements
Irrespective of its actual location, a huge sea change complemented by a government investment in paving
anything done or taking place in these flourish of restoration projects in Valletta Republic Street, transforming
islands is reported as happening either in has gradually and very visibly enhanced Merchants Street into a pedestrian
Malta or in Valletta. Mentions of Malta the city, a World Heritage site in its own area, refurbishing the Upper Barrakka
and our capital convey an immediately right, with a better image. and its monuments, Hastings Gardens
recognisable, positive media-friendly and other embellishment projects have
perception. In Valletta alone, publicly funded added colour and life to Valletta. Apart
restoration projects from 2004 to date from being a local talking point, Renzo
In 2018 Valletta will be one of Europe’s include the church of Notre Dame De Piano’s City Gate project will soon be an
twin cities of culture. Sadly, it is still a Liesse, St John’s Co-Cathedral, the Palace international attraction.
city in decline. The population numbers of the Grand Master, the Auberge de
about a fifth of its pre-World War II Castile, the Bibliotheca and its portico, Excluding families, generally young,
highpoint when evacuees fled the city, the façades of Palazzo Parisio, the Banca who lovingly restored buildings and
sought safety in less perilous areas, Giuratale, the Monte di Pietà and of the moved to Valletta, the private sector’s
never to return. Since that time many Notarial Archives in Merchants Street, contribution – apart from breathing
homes were converted to offices and St Augustine, St Catherine and the Jesuit new life into Pinto Stores, yet another
government departments or lie vacant church, not forgetting other smaller and state funded project, and developing
and derelict. This ongoing haemorrhage equally significant interventions in the the Valletta Waterfront – is next to
has transformed a city alive by day to a Paladini chapel of the Grand Master’s negligible.
silent morgue by nightfall. Palace, Maison Demandols, Palazzo La
Salle, Victoria Gate as well as niches, Rows of privately-owned derelict,
When funds were harder to find statues and fountains. vacant buildings, shattered window
and priority rightly given to social panes, dingy façades, grimy doors and
issues – health, education, housing and Removing untidy, jumbled nests of tawdry woodwork, mounds of pigeon
employment – culture and environment overhanging electricity cables, telephone droppings on window sills and crevices,
languished on the sidelines and were wires and neon signs as well as incentives for all project an air of dilapidation, decay
only brought to mind in the event of the restoration of balconies have given our and utter neglect and make Valletta a far
calamity or disaster. capital a more welcoming visual impact. cry from what it should be.
In 2018 when Valletta will
hold the sceptre of European City
of Culture, Malta should not limit
its objectives to improving the
city’s appearance and restoring
life within it.
Government should promote and plus museums, exhibition halls, retail We must put our money where
incentivise the restoration of façades of outlets, offices and a growing number of our mouth is and make the revival of
privately-owned properties in Valletta by restaurants clamouring for custom, private Valletta the springboard of a corporate
exempting owners from paying VAT on enterprise should introduce additional and promotional campaign for Malta.
restoration expenses and setting off five inexpensive circular transport services
per cent of the outlay against income tax from beyond the city limits to patrons’ Malta’s forays in Shanghai and more
due for the next five years. Issuing policy chosen destination, theatre or restaurant. recently Brussels demonstrate clearly
guidelines and instructing MEPA to fast that organisations can work together
track restoration applications would In 2018 when Valletta will hold the successfully and more effectively than
also be helpful. And why not refund 25 sceptre of European City of Culture,
when ploughing a lone furrow.
per cent of transfer duty to owners who Malta should not limit its objectives to
restore old buildings or their façade? improving the city’s appearance and As industry, talent, visitors and
restoring life within it. We must grasp money seek more stable and secure
The result would be a cleaner the golden opportunity and without
environments it is foolhardy to miss
environment, attractive city further delay project Valletta and Malta
the chance. We must spread the word
streetscapes, increased work to wider audiences in Europe, the Middle
and make the revival of Valletta
opportunities for artisans, restorers, East and beyond.
the narrative and centrepiece of an
architects and a surge of new residents.
Despite the efforts of Malta’s ongoing, captivating, hard-hitting
If property owners do not come forward diplomats and sales teams and corporate information campaign
by 2012, restoration of façades should be spectacular coups achieved in various to promote a favourable, lasting
undertaken by government at the owners’ fields – financial services, tourism and perception that will keep Malta and
expense. Similar carrot and stick schemes industry – my personal experience in Gozo firmly in the mind of audiences
operate successfully in France, Germany, ‘selling’ Malta shows clearly that we all over the world.
Holland and the United Kingdom. are not on the international radar and
are missing out on a largely untapped Opportunity beckons. Future
Parking in Valletta is at a premium residual source of investment and job generations will not forgive us if we allow
and with three, soon to be four theatres, creation opportunities. the chance to slip through our fingers.
I am Fino Fino launched their marketing campaign for 2011, promoted with
the slogan ‘I am Fino’, with a sneak preview given to an audience of
around 500 people.
The evening’s presentation started with the welcome speech made

by the Chairman of C. Fino + Sons Ltd., Mr. Joseph FX Zahra who
explained briefly the need for Fino – which has reached its milestone
75th anniversary – to remain steadfast with it marketing strategies
and tactics that reach out to the general public.
Prior to the screening of the ‘making of’ film and the TV adverts for
2011, James Davis explained the reasoning behind the campaign. Mr
Davis thanked Logix Communications Ltd. as the company’s marketing
consultants and design agency responsible for the production of adverts.
confidence
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Calling
time
Money meets Jean-Claude
Biver, CEO of Swiss luxury
watchmaker Hublot.
Money: How did your history In order to fuse

with watches, and eventually tradition with the future,
with Hublot, start? you first need to understand,
respect and master tradition.
Jean-Claude Biver: My passion You then need to understand
for watches started in 1974 and and master the future.
I entered the watch business That’s why so few people The Hublot wearer
in 1975. What fascinated me are working on this concept is certainly young (young
most in watches was that their or philosophy. I personally means that they are
movements reminded me of find it very exciting and connected to the future,
my favourite toy: the steam enriching to marry tradition shape the future, have a
machine. with its future – this enables strong learning faculty
tradition to stay alive and are full of dreams and
You are renowned for emotions), dynamic, has an
and not to become only a
disregarding the quartz entrepreneurial spirit, has
museum piece.
movement technology a lot of self-confidence, is
and instead supporting How creative can one In a world which is still successful, and has a strong
traditional, mechanical be with watches, given reeling from the financial personality and leadership.
watches. Is your decision that the latter, to put it in meltdown, is there a niche
based on technical aspects literary terms, is very much left for luxury products? Watches and clocks are
or on a philosophy? a closed text? no longer our sole time-
As long as capitalism telling devices – we are
My decision was based Watches are no more exists, then wealth will surrounded by public signs
on passion first. Secondly I of a closed text than music, continue increasing, opening and technology which tell
believe that the quartz is a sculpture or painting. We niches for luxury products. us the time. So why have
great innovation, yet it is the have no limit in the art of In fact, I am very optimistic watches retained their
innovation of an industrial watchmaking. The only about the watchmaking importance and status?
process. And as with every limit is when we are talking industry.
industrial process, even the about the watch industry For three centuries, we
greatest ones, it will become (and not the watchmaking What determines have upheld the watch as a
obsolete and disappear. art). Then of course we have whether a watch is just a symbol of status, personality,
The mechanical watch, on all the limits the industrial purchase or an investment? taste, style, character and
the other hand, is not the constraints are giving us. success. It is very difficult to get
innovation of an industrial Time will tell. Nothing rid of 300 years of such beliefs.
process, but the consequence Hublot’s Bernie else can tell you if your
of a heritage, a transmission Ecclestone advert has, just watch was just a purchase or What watch are you
of a culture or patrimony. weeks after first appearing, an investment. Therefore I wearing right now?
Mechanical watches will never already become a cult recommend that you buy with
become obsolete – a thousand advert. How important is it your eyes and your heart first. The Bigger Bang All
years from now, you will still to have a sense of humour in Black which I bought in
find a human being capable of Through the 2006. I usually wear this
business?
repairing and maintaining a endorsements of sports watch for all my activities:
mechanical watch. It is essential in personalities, Hublot work, evenings, sport,
business to have not only a gives the idea of a watch leisure and so on. It is the
Hublot watches are sense of humour, but also to that is made for dynamic only chronograph tourbillon
made according to a fusion remain humble, to share and people who are always on that can be worn on all these
philosophy. How do to respect. These ethics are the move. If you had to different occasions. It’s my
you manage to marry necessary if you want to build imagine the ideal Hublot- favourite watch, beside a
tradition with modern on the long term and not on watch wearer, how would few museum pieces from my
design and ideas? the short term. you describe them? personal collection.
Registered Address: MSV Life p.l.c., Middle Sea House, Floriana, FRN 1442, Malta.
COM 101110A
Telephone: (+356) 2590 9000 Freephone: 8007 2220 E-Mail: info@msvlife.com Website: www.msvlife.com
MSV Life p.l.c. is authorised by the Malta Financial Services Authority to carry on long term business under the Insurance Business Act 1998.
Mr Mifsud is a director
of a marketing
communications
agency and holds
an MBA from SDA
Bocconi, Milan.
The commerce
of creativity
In a survival of the fittest battle, the ideas that persevere become a resource that puts a spark in the economy, says Chris Mifsud.
T here are few better ways

of finding and defining
yourself than by removing
will give more. Welcome to
the creative economy.
really are exposed to more than 2,000 stimuli daily, then the need
for distinction is a no brainer.
yourself from your known The 20th century was highly But the real magic is not just the way the creative sector sparks
habitat. Having lived abroad, regarded as a string of creative to the briefs that the conventional economy feeds it, but that it
I vividly remember being revolutions, mass production, constantly delivers within several stringent parameters like time,
cornered into providing and the media. All these cost and clients’ mood swings. There are also external forces at
quick response definitions movements can be described in work, including competitive reviews, macroeconomic climates,
concerning our nation. “So one simple sentence – making sustainability and ecological dimensions.
Malta, that’s like near Spain wealth from ideas.
right?” “Is falcon the national Some might say the Sistine Chapel is a far too noble artistic
dish?” And many more. The creative economy landmark to be comparable to the modern day creative sector.
might lead one to instantly But keep in mind that Michelangelo completed his part of it
So we go back to me think of art or the advertising begrudgingly, unwilling to contribute to the then Pope’s ego trip.
being bowled over by the and design industry. That And yet who can deny that it remains a Renaissance milestone
idiosyncrasies of the country might be the obvious choice. that will carry its fame into the future?
I live in, more so because of However, the creative
our size and our complete economy is everything, since This brings us to my next point – the fine line between art and
lack of natural resources. anything may be traced back commerce. Nowhere is this more evident than in the creative
Now hang on, isn’t that the to a raw idea. Nowhere is sector – ad agencies, production houses, film, fashion houses and
oldest excuse since Adam’s it more evident than in the the like. Compare commissioning an artist to produce a work that
dubious ‘She made me do more obvious scenario – from inspires them from their own innate accord with then slapping
it’? Because really, while Madison Avenue to Canary on a deadline, time and space limitation and top it all with a big
the Almighty in His infinite Wharf, strategic creative fat ‘Buy me now for just €9.99’ label. And yet who can deny that
wisdom distributed the thinking allows creative teams there is creative material out there that tugs at our emotions. The
natural resources – diamonds worldwide to earn their keep by creative economy is a great testimony to humanity’s success in
to South Africa, oil to the making bread out of briefs. coming out as a winner under duress.
Middle East, coffee to Brazil
– a resource is of little value Let’s break it down a bit. This is also the reason why the creative economy keeps
unless we make it work. With creativity in mind transforming ideas into profits within a string of limitations every
we’re looking at the human single day, as a reflection of mankind’s ability to survive through
So back to the country resource’s ability to develop positive assessment of different scenarios by originating ideas
we call home. We have no something original, with that work. This is seen in every area of the economy that requires
noticeable natural resources, purpose, and ultimately innovation and creativity to keep moving forward.
and yet employment is at profitable. Every day around
a good level, poverty is on the world, creative directors The creative process is in itself an analysis of assets and
the rise but still at envious and their minions read into resources of any organisation or individual with the aim of correctly
levels to most Mediterranean new ways to transform developing a concept that will harness its own success. Or to put
neighbors, and we have free their clients’ offering into it more succinctly, it requires a thought process that will create a
health and (almost) free a successful, marketable concept that if led strategically will deliver the success that it was
education. And we have prospect by developing designed to deliver. The creative economy mirrors the natural
invested all our efforts into creative executions that selection process found in nature – millions of thoughts and ideas
a large pot labelled GDP. are capable of transferring spark every minute worldwide, most of which will die at birth. The
Malta is a perfect test case a finely tuned message few that survive will grow to reach great heights.
to the wonders of turning that ultimately leads to a
thoughts into thousands. sale and perhaps further The start of everything we’ve ever known for as long as the
A country that moves from strengthening its brand’s human brain is capable of remembering is a single, successful
manufacturing to services has equity. Originality and idea, and to have this you need absolutely nothing more than a
obviously realised where less intrigue are a must – if we fully-functioning brain.
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orking from a was coined. We did many digital media. In the US
purpose-built, firsts, often working with this has already become a
state-of-the-art partners who brought in crisis situation for many
office block in San Gwann, their expertise in a particular traditional media outlets.
Logix Communications is field or other resources we In Europe and more so in
a full service marketing didn’t have internally. Malta, it is not yet so drastic
communications company but even local media surveys
that, thanks to a full “Another achievement are showing this shift and
capacity for research, that I am very proud of the trend is becoming more
planning, advertising and is that we have managed evident with every new
PR management, handles all to grow and develop our survey published.”
types of media. business at nobody’s expense.
Throughout our history we Technology has also
Yet just 15 years ago, Logix have always respected our transformed the way
was just Pierre Mizzi armed clients, suppliers and staff, and advertising and marketing
with a mobile phone, one this is reflected in the stability are delivered and consumed.
The
computer and a scanner. and excellent reputation of the Yet do traditional media still
company today. play an important role?
“Our growth has been
logical
significant,” says Mizzi, “Of course, it wasn’t easy “Locally, print is still
“especially when you and it took a lot of hard work a dominant force,” says
consider how from a one-man from a lot of people. Hard Mizzi. “Personally, I would
song
show, the company now work, dedication and focus are prefer to see less junk
employs 14 full-time staff. probably the factors I would mail, which is also a form
Yet that is not so impressive pinpoint most of all as being of print media, and more
when you compare us to, the ‘secret’ of our success.” quality publications. For
15 years after Pierre for example, Yahoo, which example it always niggles
Mizzi set up Logix was also set up in 1995 and In the past 15 years, not me that we have little or
Communications, creativity nowadays employs 14,000 only has Logix grown to what no quality magazines that
and strategy are still the key people. It’s all relative. it is today, but the local media are available for sale off the
to effective communication. scenario has also changed shelf or by subscription.
“We could have definitely dramatically. But that’s the way it is here
grown bigger sooner,” adds with so many people being
Mizzi. “However, to me “Looking back, I realise lazy readers and a small
the sustainability of the that 15 years is a long time,” market to start off with.
business has always been says Mizzi. “Locally, things Newspapers are still a very
very important. Considering have changed, but perhaps effective medium, reaching
the nature of what we do not as drastically as they thousands of eyeballs every
and where we are, I am very have in the US and Europe. day. Considering the impact
satisfied with what we have The biggest difference I see that gadgets like the Apple
achieved so far. Our most is in the pervasiveness of iPad can have on print media,
significant achievement was the internet, social media I would be more worried
the knack of understanding and new communication about the future of paper and
the power and potential of new devices that are widening ink manufacturers than print
media before others. In 1995, the definition of media media outlets. Those who
I had registered the first .com. and changing the way will adapt to the new scenario
mt domain long before any of the marketing message is will thrive and develop.”
my counterparts even knew communicated. My first
what an internet domain was. mobile in 1995 was the size New media has also
of a brick and it only made increased the amount of
“That pioneering spirit phone calls. My iPhone messages with which we,
carried on ever since. We today weighs 135g and as consumers, are targeted
were the first to develop does everything desktop every day. Consequently, this
cinema slides advertising computers used to do back greatly reduces our attention
back in the 1990s and then and much more. The span. As a marketing
designed one of the very first clout that TV, newspapers communications company,
e-mail and SMS marketing and radio had up to the late how does Logix make its
tools, before the word ‘spam’ 1990s is being diluted by messages heard?
The synergy between the two directors of Logix – Pierre Mizzi and Keith Pillow – is what gives the agency its cutting edge and sets it apart.
“Delivering our clients’ message to their target audience has been true forever, but with the present market situation it
is what our business is all about – it is vital for us to keep has become much more pronounced. You have to give value in
developing our tools and honing our skills to become even more every sense of the word. Media becomes viral because it touches
effective as the media landscape we work in changes. We are on people’s emotions. It makes them laugh or cry or at least
very fortunate, by intention not coincidence, that we are highly think and it affects them so dramatically that they want to tell
conversant in all forms of media including everyone about it. Much of our thinking and
digital. We have always had this edge and creative is now focused on adding this value
in the past two years we have broken new ingredient to campaigns we create.”
ground on digital as well as outdoor. People Our best asset in terms
tend to skim over or ignore the messages Despite these changes and challenges,
that don’t grab their attention or are less of company structure one quality remains key to marketing and
communications – creativity. Still, creativity
memorable. Perhaps one thing we do better
than anyone else is that we never use any
is that we have an alone cannot function.
form of templates – there are no rules
and we’re prepared to invent new ways of
excellent creative arm “You could be the most creative
communicating if that’s what it takes. working in tandem with communicator but without strategy your
best efforts would be completely useless,”
“We also strive to get to know the business a superb strategy team. says Mizzi. “Our best asset in terms of
of our clients very well. As an external company structure is that we have an
agency we have the advantage of not being excellent creative arm working in tandem
bogged down with any internal politics or issues that are found with a superb strategy team. It is both sides together that move
in any business operation. So we come in with a totally different campaigns forward to achieve the best results. Because the
approach. We identify the strengths and weaknesses and build company is structured as a flat organisation, we do not have
on that information. The next step is identifying the profile of the strategists leading the studio or the other way around. It
the person that would buy the product or service we are selling, is a question of teamwork to have both sides work together
then from then on it is all about reaching consumers and engaging effectively.
them directly. The formula, strategy and creative are all crafted
specifically every time.” “Logix is constantly investing in creativity. Having one of
the lowest rates of staff turnover in our industry is probably
Viral and location-based marketing seem to allow a greater the best testimony that we are doing something right in finding
level of creativity than other forms. What is Logix doing in and retaining the excellent talent. We often employ young
these areas? designers and executives that have not been dulled with years
of bad experience elsewhere. These come in with talent and
“Tests that we’ve carried out with location-based marketing then receive on-the-job training to improve their technique and
have shown that it is still years away from being truly effective skills. Paying above average salaries is important but we also
in Malta. What we’ve realised in recent years is that consumers invest in our people as they develop. It pays off and the team
are flocking towards value more than ever before. Yes, this grows stronger together.”
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01 02
Speaking stones
Kris Micallef discusses creativity in design and architecture
with architects Konrad Buhagiar and Ray DeMicoli.
03 04 05
KONRAD BUHAGIAR KB Having been trained as KB I guess I could say my KM Do you admire any
an architect, architectural interest in restoration informs particular architect from the
Architect, Partner,
design and detailing are the way I look at architecture. past or present?
Architecture Project
very important to me. It puts one in contact with
They are simultaneously a the hands and minds of many KB I admire a great many
How would
need and a discipline. As a unnamed people from the past. architects or architectural
you define architecture?
practising architect, they It’s like having a conversation writers who, unknowingly and
define the structure of one’s from which you can learn and unwittingly, have inspired me.
Architects, philosophers and life, thinking and doing, discover great things that have John Ruskin and Le Corbusier,
like waking and sleeping, lain hidden and invisible for to mention only two, have
thinkers have been trying to
requiring both effort and decades or even centuries. left an indelible mark on the
define it for centuries, but
enjoyment. As for style, AP way I look at architecture. My
architecture is as ineffable
does not really have a specific KM Where do you feel most current hero is Leon Battista
as it gets. You sometimes
style, but honesty and vision comfortable working on your Alberti. His intellectual work
get a glimpse of its true
are always important. projects? is a source of great inspiration,
essence and then it escapes
contributing to a deep
you. Trying to define it is KM What projects has AP KB I’ve had some of the best understanding of things as
only for those who lack been involved in? ideas for my projects while diverse as the spirit of Valletta,
humility. running on the treadmill, but or the foibles of human nature.
KB AP was set up 20 years it’s not the most comfortable
KM What is most important
His architectural work, on
ago and has been involved of places. the other hand is noble and
to you when it comes to in a range of projects from beautiful, as close to petrified
design? single-family houses to KM What is your best harmony as you can get.
large residential complexes, moment of the day?
KB That the client, without from contemporary design KM Have you designed any
whose needs and desires to restoration of historic KB Landing in a bright office projects overseas?
the project would not exist, buildings. Our projects after a slow awakening (it
is happy and satisfied with are often a composition of takes me long to surface) and KB We’ve just been
the result and that those the two. The Malta Stock meeting my colleagues at the commissioned our first job
working on the project feel Exchange, the Valletta start of a new day. in London
a sense of fulfillment and Waterfront and Kenuna
accomplishment. Tower in Gozo are some KM What book do you KM Do you have any projects
examples of this marriage currently have on your that remained on paper?
KM How important is of old and new. bedside table?
architectural design and KB We designed a masterplan
detailing to you? And how KM What is your main area KB L’Elégance du Hérisson for Valletta, called Novelletta,
would you define your of interest in the field of (The Elegance of the which remained on paper. It
architectural style? architecture? Hedgehog) by Muriel Barbery. was the theme of an exhibition
01. Kenuna Tower - photo by David Pisani, Metropolis / 02. The Malta Stock 07
Exchange - Architetcture Project / 03. Architecture Project studio - photo by Kris
Micallef / 04. The Maritime Centre - photo by David Pisani, Metropolis
05. Valletta Waterfront - photo by David Pisani, Metropolis / 06. Architecture
Project studio - photo by Kris Micallef / 07. Ray DeMicoli - photo by Kris Micallef
08. Block 31 - DeMicoli and Associates / 09.Joinwell - DeMicoli and Associates.
06
RAY DEMICOLI
Principal, DeMicoli and Associates
How would you define architecture?
To define architecture I shall compare it to a

huge 48 channel sound mixer. Architecture is produced when the
building has managed to address many factors and has given them
the correct weighting, and has produced something important
we had at the Building Centre an insight into the history that contributes to the general enjoyment of the citizens.
in London last June. The plan of the site, the construction
KM What is most important to you when it comes to design?
included the cutting of a great technology of the country,
wet moat outside the bastions and the philosophy of life That’s a very broad question – I shall sustain a music analogy.
of Valletta so that the historic and values of the Maltese. I see the songs A Whiter Shade of Pale or Bohemian Rhapsody
city became a splendid mineral We have a close collaboration as good design. A number of inspired or inventive elements are
island surrounded by sea and with Renzo Piano’s office in harmoniously brought together to create something beautiful.
digging down to sea level of Paris and this has been a very
all the streets to create canals. rewarding experience for the KM How important is architectural design and detailing to you?
Nine towers (hence the name) office, both in terms of practice And how would you define your architectural style?
surround the harbour and and architectural design
look down on this living relic philosophy. How important is your left eye to your body? After all the
from the past. dust, concrete, steel, it is the handles and switches that we
There is so much one can say touch and feel, the light and colour, the textures, the standard
KM Anything exciting on about the project. Perhaps of finishing that we finally experience. Therefore it is detail that
the drawing board at the the most significant is that gives crispness and sound ethos to the building. As for my style,
ever since the building of I don’t like rubber-stamping. Every job has an opportunity and
moment?
Valletta, every century, but uniqueness. It’s up to sensitive minds to bring them to life.
KB: Exciting and painful at one, has built its own gate.
It is quite significant that KM What is your main area of interest in the field of architecture?
the same time: the addition
of a floor on a one storey, the 21st century has been so
determined to have its gate I love people. And I am in this field because I would like
early 20th century house.
right away. It must be a sign of my friends and brothers to enjoy what we were trained to do in
This type of exercise is one
a relentless need for renewal. service to society. I am skilled in the craft of making buildings as
of the most difficult and yet
a service to society and in order to create urban environments.
stimulating projects one can KM What would you do Alternatively, if I were not an architect, I could run a boutique
have, demanding sensitivity, if you were given an open hotel where there is an element of design and hosting clients.
understanding and cheque for a project?
imagination. The complexity KM Where do you feel most comfortable working on your projects?
of values that comes into KB No open cheque can
play is quite daunting. buy the magic that a good Anywhere really. However my third biggest passion is the
building can have. sea. I am a keen yachtsman and son of the Mediterranean. We are
KM How involved are you in blessed with this resource – I would love to see more buildings that
the Valletta City Gate project? KM What do you expect are graced by the sea. Portomaso would not be the same as it is
from the architects of today without the marina. I am very happy working with the sea
KB As Renzo Piano Building the future? coming straight into my buildings, creating this sensuous rapport
Workshop’s partners, AP is between them. Just look at our heritage, the three cities.
the local knowledge, providing KB Great things.
N
EW W
N
O
SH
O P
W E
O
RO N
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M
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working on it today – it’s a has set up Dfab, a design
dream that I have had for 35 and fabrication studio that
years. We are also working on produces various designer
the new Wurth building that products. Chris has developed
will have a huge 10 metre high a sense of marketing that many
sundial entrance lobby – a architectural practices lack.
monument to the sun. We
are also working on two new Experience has helped us
spectacular projects in Libya. define where strengths
and weaknesses lie in an
KM Which is your personal international competitive
favourite project and why? scenario. There are not many
international architectural
There are many projects practices that work with so
that came in at a particularly much passion and dedication
inspiring time and so have and have so many disciplines
benefitted of added sensitivity. embodied in one single firm.
Sometimes I come back from
KM What is your best to design or project, I get some amazing trip and channel We have nurtured a level of
moment of the day? very excited and we start all that design energy and competence in architecture,
collecting information and positivity into a project. structural engineering,
I love dawn when I go start researching. Then we
civil engineering, building
fishing. I love my 10:30am meet up in a group and start KM What would you do
coffee break and working fast brainstorming and noting
before lunch. And there is down interesting points.
nothing like a cup of tea while
watching the sunset. My KM Have you designed any
moments of great inspiration projects overseas?
are at night or Sunday mass,
when I wander away with We have designed many
my thoughts and find myself projects overseas. We won
designing. a competition in Istanbul in
2004 and another in Sicily.
KM What book do you We have designed houses in
currently have on your Germany, Portland Oregon
bedside table? and Sicily. We have designed a
housing project in Konopiste
My shelves are full with in the Czech Republic and a
books on topics like design, hotel extension in San Martin
services, interior design,
art, travel, history, yachting, in the Caribbean, but actually if you were given an open
value engineering, energy
culture of food, and various built only one – Palm City in cheque for a project?
conservation, restoration, and
biographies. Janzour, Libya.
I would be lost. I like procurement sources. The
KM Do you admire any KM Do you have any projects to work with constraints, as enthusiasm, commitment,
particular architect from the that remained on paper? they bring out the designer’s and dedication of the staff are
past or present? mettle. fundamental to our success.
We only build 30 per cent
There are many of all that we design. Most KM What are your Notwithstanding the
architects who are doing projects stay on paper. aspirations for the future? depreciation in real estate
great work. I think I would values all over the western
put Peter Zumthor and Renzo KM Anything exciting on It is a huge privilege world, we have worked harder
Piano at the top of my list. the drawing board at the for any parent to work with on marketing our services,
moment? their children. Our sons with reasonable success. It is
KM What inspires you? Mark, Steve, and Chris have the firm’s ambition to become
We have quite a few all brought a very diversified an exporter of design skills and
I find people very interesting jobs that will skill set which complements values that enhance the urban
inspiring. I am very fortunate hopefully take off within the direction of where we experience. And we are very
to have many angels in the coming year. My biggest want to be heading. Mark has glad to be based in a country
my life who have said a love is Fort St Elmo, which plugged into the firm 10 years where the architectural
good word that I heeded. I focused on for my thesis of knowledge and experience heritage is a source of
When we have a new task project. And here we are he received in the US. Steve inspiration.
Photography: Kris Micallef, www.krismicallef.com /
Creative Director: Luke Engerer / Hair: Michelle Galea,
Roots Hair Salon. Model: Gino / Shot at Marsa
Sports Grounds.
Tommy Hilfiger rugby top - €90.00
Primo Emporio jeans - €100.95
Tommy Hilfiger beanie - €40.00
Opposite
Esprit trousers - €79.95
Mexx shoes - €119
French Connection shirt - €61.00
French Connection top - €130.00
French Connection jacket - €135.00
Mexx beanie - €22.95
Mexx scarf - €32.95
Tommy Hilfiger beanie - €40.00
Tommy Hilfiger denim shirt - €99.00
French Connection cardigan - €81.00
Mexx jacket - €159.00
Mexx trousers - €65.00
Tommy Hilfiger shoes - €149.90
Opposite
Tommy Hilfiger shirt - €90.00
Tommy Hilfiger tie - €49.90
Tommy Hilfiger jumper - €130.00
Tommy Hilfiger trousers - €120.00
Tommy Hilfiger boots - €154.00
Debenhams shirt - €44.00
Massimo Dutti trousers - €69.95
Tommy Hilfiger denim cardigan - €159.00
French Connection shoes - €154.00
Opposite
Debenhams trousers - €47.00
Esprit jacket - €99.95
Massimo Dutti top - €69.95
Winter warmers
Keep cosy and super-stylish in knits, tweed, and winter woolies.
Photography: Tonio Lombardi / Stylist: Kira Drury
01 French Connection cardigan, €167.00

02 Tommy Hilfiger skirt, €130.00
03 Massimo Dutti jacket, €250.00
04 Primo Emporio jeans, €112.95
05 Massimo Dutti boots, €165.00
06 Mexx ear muffs, €15.95
01
03
04
05
02
06
01
07
02
03
06
04
05
01 Mexx jumper, €65.00

02 Tommy Hilfiger jacket, €320.00
03 Primo Emporio jeans, €104.51
04 Massimo Dutti socks, €12.90
05 Primo Emporio shoes, €90.97
06 French Connection perfume, €16.00 each
07 Esprit beanie, €17.95
ANGELO SABATELLI
Ristorante Masseria Spina,
Monopoli, Italy
After living and working in
Asia for many years, Angelo
Sabatelli returned home to the
city of Monopoli, in the heart
of the ancient Terra di Bari.
Having won a Michelin star

at the Il Convivio Restaurant Resembling precious works
in Rome and worked at the of art, Chef Sabatelli’s dishes
Hyatt Aryaduta in Jakarta, are painted on a canvas of
the Ristorante Grissini at the fine white china. The menu is
Grand Hyatt in Hong Kong, almost entirely sourced from
Palladio at the Ritz-Carlton in local produce such as Santo
Shanghai and the One & Only Spirito’s red prawn, broccolini
Le Touessrok Mauritius, Chef cime di rapa, lampascioni
Sabatelli felt the pull of his (local bitter onions), dried
homeland’s culinary treasures. broad beans, and caciocavallo
Podolico cheese.
“Returning to Italy was
borne of the desire to do “Having creative freedom
well here at home,” he tells is a joy. It allows me to
me as we sit outside the work with great produce, to
Masseria Spina Piccola and experience and experiment
Spina Grande, which house at different stages. I left a
Sabatelli’s restaurant and country with strong traditions
date back to the 16th and 17th and memories and returned to
The larder
centuries. it to recreate Asian memories.
Visually and taste-wise, the
Built on three floors, the dishes stir the same emotions
of creativity
restaurant’s ground floor while being very different.
was once used as stables, My ultimate aim is to rewrite
while the first floor housed the cuisine of my region in a
the tenant farmer. The new way.”
Mona Farrugia travels to Italy, Marrakech and the Maldives to uppermost floor was the
meet three wise men who have turned cooking into an art form. master’s residence. The Chef Sabatelli’s menus are a
beautiful double staircase foodie’s dream – slow-cooked
B
eing a chef means having a peripatetic job. For those and loggia were built in the rack of suckling pig with a fig
who truly are in love with their calling, leaving their 18th century. Beyond that, must, orange and star anise
country to experience new ideas and ingredients is the building opens up to a sauce, lamb loin with Polignano
essential. If they are lucky, they eventually return with a sheep pen, stables, a chapel potato cream, and gratinated
wealth that goes beyond anything financial. with late baroque motifs and turbot served on a clam sauce
an olive mill. are all inspired dishes.
Every chef in the world is in love with the experience
travel brings with it. Every trip out of their safe shell is “In Asia I had the For desserts, the bocconotto
an opportunity to sample new ingredients, come up with opportunity to work with with Ferrovia cherry sauce and
different taste and texture combinations, and put their own many new ingredients and lemon cream filled cartellata
personal spin on culinary traditions. learn new techniques, which (pastry spiral) include
I am now using in my new ingredients which are sourced
These days, being a chef out of your own country is a menu. I learnt to use spices from the orangery behind the
prerequisite experience on any serious chef’s CV. Top hotels in a gentle way, to enhance restaurant. For those who
all over Asia, China, India and the Middle East are manned dishes not cover flavours. cannot decide – and I am always
(it is still, sadly, very much a man’s world) by Europeans My latest inspiration is the one – and admit to a general
who run hundred-strong brigades and fuse very different reproduction of the famous craving for everything, the
cultures together. Doing what are called stages in international Xo sauce, made with dried degustation costs a ridiculous
settings, many a time for free – working at El Bulli, for scallops. Here I make it with €35, making Sabatelli’s food not
example, is a highlight of a career, rather than a moneymaking dried cod fish – to me this is a just amazing and artistic but
enterprise – sets up a good chef for the rest of their life. personal tribute to Asia.” also affordable.
Fabrice Lanson “Every morning, my chefs The light, the colours of
and I walk around the garden Morocco – they help us to
La Mamounia Hotel, and let it inspire our cooking. create very particular dishes,
Marrakech This is how we come up with like the lamb rack with green
dishes such as scallops with tea and mint yoghurt.”
When Fabrice Lanson
white carrots and green peas
shows me around his kitchen My mouth waters and I can
from our potager and with
at the basement of the La imagine Lanson coming up
emulsion of freshly picked
Mamounia, one of the most with delicious combinations
herbs. We start from the raw
beautiful hotels in the world even on a desert island with
ingredient and work our way
and a Marrakech landmark, just a coconut tree for company.
with it, rather than in spite of
I am desperately jealous on
the ingredients.” “The Moroccan cuisine at
behalf of all the chefs around
the world. Chef Lanson was Wise words, and more La Mamounia is traditional,
intimately involved in its difficult to utter when you yet we also get to experiment.
design and you can see that are operating out of Morocco Travelling has given me an open
not a cent was spared in its where the availability of some mind so I combine European
creation. Every single section ingredients which we take for techniques with the Moroccan
– cold, hot, butcher, fish, granted is sometimes a rarity. slow-cooking method and lend
pastry, and everything else La Mamounia operates three both a modern touch. We do
– is separate and beautifully formal restaurants, all called import some produce but that
laid-out. according to whichever country only represents some five to
they represent – Le Francais, 10 per cent of our purchasing.
Kitchen design, though, is Le Marocain and L’Italien. This The local seasonal produce is so
not Lanson’s main skill. He shows Lanson’s passion for fantastic that most of the time
is also deeply in love with Morocco and for travel. we use that and in so doing,
nature and cannot wait to present our customer with our
show me his organic garden, “First and foremost, we philosophy, which is that we
which is right past the famous believe in the people and in prefer the little market here in
Orangerie at La Mamounia. the culture of this country. Marrakech over anything else.”
wowing diners. At the time, Of course, by this he means Chef Garés speaks of fat
Alex, who will be 34 in July, the real chefs, rather than as the basis of taste. He talks
already had two Michelin stars. operatives frying factory- non-stop. “Please stop me –
produced stuff. unless you do I never will,” he
Then in January of 2009,
tells me. Yet his knowledge is
after a particularly gruelling “Indians have a spectacular
few months, Alex realised that extensive and I am loathe to.
tradition, Asians too,” adds
he had not seen his daughter, Chef Garés. “Here, we have He has even managed to
who was six months old, for, the best of both worlds include a jamón ibérico menu
well, six months. He and his because everything is fresh –
in one of the Six Senses outlets,
wife packed up and moved to there is no industrial setup.”
this heavenly part of the world. just before he did what I
True to form, a day after we thought he would – leave.
When I meet him under the chat Alex travels to Hong Kong
awning of one of the garden to cook at the Spanish embassy. When we first met, Chef
restaurants, he is bristling Garés enthused fondly about
with enthusiasm for what he Talking to Alex is like the pressure, the madness, the
Àlex Garés electrocuting yourself, but for
will do with Maldivian food, drive required by the entire
Soneva Fushi Resort, Maldives fish and anything local. fun – his passion is mind- kitchen brigade to ‘get that
bogglingly addictive. star’ and then ‘to get the next’.
In 2007, Àlex Garés flew “We have an organic
to the stunning Soneva Fushi A few months later, when I call
garden here but I still have “Working parents will
resort in the Maldives, not for a him to follow up, Chef Garés
to import many products, slowly but surely kill
holiday but to give two dinners. tradition,” he continues. had abandoned the idyllic
although I believe we can
When asked to stay, he did develop the local cuisine “Children are growing up not paradise of Soneva Fushi and
not react as most of us would without compromising it. So knowing what their culinary returned to Spain and the rest
have, by throwing himself on many countries in the world culture is like. Why do places of the world. He may have
the powder-white sand and are exporting their chefs. like Laos conserve their started out with Ferran Adria
thanking them profusely. In However, I am curious about tradition? Well it helps that but the next time we hear of
fact he refused, returning to one thing – where are the you need to kill and cook in him, his name will be the one
his native Spain to continue Chinese chefs?” order to eat.” etched with even more stars.
Mona Farrugia edits and writes for food, travel and review website www.planetmona.com.
Regeneration of urban areas
breathes a new lease of life in the
hearts of cities and towns, even
more so if sectors which attract
footfall are nurtured through such
regeneration.
Building a
creative economy
The Create scheme brings the arts closer to business,
says Chris Galea, Malta Enterprise.
V
isual arts, crafts, film and video, music, performing
arts, literary works, design, digital media and gaming –
these are all part of the creative industry which will
now be eligible for assistance under a new scheme launched
and administered by Malta Enterprise, Create.
While bringing the arts closer to business in such a manner

that creativity infiltrates economic development, the Create
scheme promotes creativity and innovation, which are
becoming the fulcrum of enterprises’ success.
The Create scheme seeks to foster a creative environment

where talent is nurtured, thereby assisting enterprises that
will be able to lead and innovate through their diversity and
uniqueness in their growth and development process. Costs incurred for the development, furbishing and
refurbishing of property within these zones will be eligible for
Furthermore, the scheme is also intended to spur the assistance if they are then used for the production of creative
creation of a number of creative zones. This regeneration of work in fields such as visual arts, crafts, film and video, music,
urban areas breathes a new lease of life in the hearts of cities performing arts, literary works, design, as well as digital media
and towns, even more so if sectors which attract footfall are and digital gaming.
nurtured through such regeneration.
The aid, which shall take the form of a tax credit covering 60
Under the scheme, certain areas have been identified per cent of the eligible costs, is capped at €25,000.
for the creation of creative zones, namely Strait Street, the
Biċċerija area and Is-Suq area in Valletta, the Collacchio area in The Create scheme also covers costs for the rental of
Vittoriosa, and Savina Square, Arch. Saver Cassar Street and premises, facilities and equipment used in the production of
Saint Mary Street in Victoria, Gozo. creative work, as well as the premises and facilities used to
house events such as intercultural exchanges, workshops,
public performances and exhibitions held in the creative zones.
Furthermore, the scheme also assists enterprises established

in other areas of the islands to cover the costs incurred in
the production and development of their creative work, in
recognition of the importance of nurturing talent and using it
for economic benefit.
The Create scheme is open to creative enterprises

irrespective of their size, including self-employed persons and
start-ups, and covers costs incurred between January 1, 2010
and March 31, 2013.
Further information about the scheme as well as the

eligibility criteria may be obtained from www.maltaenterprise.com
or by contacting Malta Enterprise on Tel: 2542 2020 or E-mail:
customer.relations@maltaenterprise.com.

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