Setting New Standards and Delivering Memorable Experiences
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December 14, 2024Mercury Towers CEO Marcel Bonnici
aims to offer shopping, entertainment
and hospitality that are as elevated as the
location’s architecture.
He shares his vision
with Ramona Depares.
Describing a project as ‘transformative’ is no small claim, but it’s looking to be totally justified in the case of Mercury Towers, which first opened its doors to the public a year ago. Although the building is officially only partially operational, visitors are greeted with a hub of activity - whether it’s in the Piazza, which has fast become a focal point for the visitors to Paceville, or on the buzzing shop floors, or the multiple restaurants or entertainment areas that have already generated significant hype.
“Zaha Hadid did it for the St Julian’s landscape, with this architectural complex that has truly transformed the skyline and is already iconic. Now, we plan to follow suit with a range of offerings that reflect and complement Hadid’s achievements,” CEO Marcel Bonnici kicks off our chat.
Before I know it, he’s giving me a detailed presentation of all the plans he has in store for what must be the most eagerly-anticipated project Malta has seen in recent times. “You can’t have a project like this without elevating the area and the location. This presence of the building itself is so strong that it will obviously leave an impact - not only visually, because of its footprint, but also because of the concept itself. And it’s an effect that will leave a domino effect, even in nearby buildings as they strive to match it,” he tells me, the passion in his voice evident.
He notes that this is the first time the private sector has brought in an international architect of this calibre for a project - Renzo Piano’s projects in Malta are all state-commissioned - stating, with a justified sense of pride that its mere presence has already affected adjacent areas.
“And this was precisely the intention. Naturally, the operation and the content must now also reflect this level now. Everything that takes place here needs to align with this ethos, reflecting the high standards of the design itself,” Bonnici elaborates.
The project includes five main commercial pillars - the shopping area, entertainment, the residences, the ME Malta by Melia Hotel, and food and beverage (F&B). He uses the latter pillar to emphasise his point about standards.
“Our strategy for the F&B brands is holistic and homogeneous. All the outlets complement each other, and the mix we are proposing is unprecedented in Malta. Our approach is simple - up till now, high-level restaurants in Malta were based on quality of food and service. We’ve added a third benchmark: the experience itself,” he reveals.
It’s an effective approach that has already yielded results. Put simply, anyone visiting one of the Mercury Towers outlets will be drawn in by the vibe and feel the need to share that excitement.
“I can go to a restaurant and think it’s great and say no more about it. But not at Mercury Towers’ restaurants. Once you visit, you’ll want to tell everyone about it. You can have an amazing food product, excellent service, but no vibe and no experiential side to it. And that’s exactly what makes us so unique,” he says disarmingly.
Mercury Towers CEO Marcel Bonnici
He adds that, equally importantly,
almost all outlets represent an
international brand. This is something
that many Maltese are used to
in retail, but not in F&B much
unless we’re talking mass-market.
The complex boasts celebrated
international F&B brands, including
two of Pan-Latin cuisine leader
Richard Sandoval’s restaurants,
Toro Toro and Noyane. Italian
celebrity chef Gino d’Acampo is also
well-represented with three dining
experiences: Cabana, Luciano, and
the chic Radio Rooftop. Additional
highlights include IT Restaurant,
which brings a sophisticated
Mediterranean concept, and
Peperino Cucina Verace, offering an
authentic taste of Naples Pizza.
Bonnici notes that these high-calibre names have chosen Mercury Towers specifically for its commitment to quality. “These international brands come with very specific requirements, and only a project of this level could attract them to Malta,” he says.
“These are the type of restaurants that would only have agreed to be present in Malta for a project of this level and quality. They come with very specific brand requisites, down to the smallest detail. And the investment required is substantial as it must match other, larger markets. They’re the sort of names that are very difficult to attract to Malta, but we managed,” he states.
There’s another aspect to consider - these must also be commercially viable. So far, Bonnici tells me, the projections are being proven correct, and both tourists and Maltese are happy to pay for quality and for the experience.
“The point is that you’re still getting value for money, but at a higher level. As long as the client feels the price is justified, it’s all good.”
To make sure that all brands deliver the experiential uniqueness that’s the signature of Mercury Towers, Bonnici tested the entire process himself.
“For instance, I wanted to see what an outsider who is new to ToroToro would feel upon walking in. I needed to be sure that the whole experience starts as soon as I walk out of the elevator, with the music, the ambience, the vibe… And it did hit me immediately, even before being ushered in and being seated. This is what I’m aiming to achieve with all the restaurants,” he confides.
He also realises that a big part of the challenge is to maintain the standard, making a repeat client feel that it was worth going back. Describing the process as “psychological”, he tells me that it requires an entire team to achieve this. And they must all share this mindset.
“If you’re trying to elevate the level, but your mindset is still down there it’s useless. You always need to aim for the maximum, for perfection. If, from the start, you acknowledge that the standards can’t be met, then that’s a surefire way to let yourself down. Never allow your brain an escape route, it will take it. But if you continuously strive for quality, then you can get close to perfection.”
It’s an ideology he also follows for the Piazza, the non-commercial element of Mercury Towers but - in many ways - also its beating heart. He tells me that this area is given the same value and attention, even though it doesn’t generate revenue.
“The Piazza has a considerable footprint, and we want to encourage the public to engage with it, for free. It’s a place where we can express our philosophy with the community. All the events we organise there must also reflect the standards of the rest of the project. We are offering it to Maltese artists and artisans for free, as their playground. As an example, we hold artisan markets, performances, exhibitions, displays etc, where we offered to artists for free to share their talents and performances for the general public to enjoy” Bonnici says.
The complex’s three entertainment areas - Planet Play, the Museum of Illusions and the multi-sensorial Odyssey - also follow this ethos of uniqueness and unrivalled standards.
“They all deliver the wow factor, just like the restaurants. Odyssey, in particular, is an amazing experience where you’re immersed in the history of Malta - it includes a flying theatre that’s technologically beyond anything we’ve imagined for these islands,” he shares in excitement.
So what can we expect for the second year of operations?
“Ensuring that Mercury Towers continues to be outstanding is a 24/7 operation. But we insist on delivering beyond customer expectations at all times. And we’re always seeing growth, not only in visitors and operations, but even in the team’s mindset. We are not perfect, but we will try to be as close as possible to it.”
Bonnici notes that these high-calibre names have chosen Mercury Towers specifically for its commitment to quality. “These international brands come with very specific requirements, and only a project of this level could attract them to Malta,” he says.
“These are the type of restaurants that would only have agreed to be present in Malta for a project of this level and quality. They come with very specific brand requisites, down to the smallest detail. And the investment required is substantial as it must match other, larger markets. They’re the sort of names that are very difficult to attract to Malta, but we managed,” he states.
There’s another aspect to consider - these must also be commercially viable. So far, Bonnici tells me, the projections are being proven correct, and both tourists and Maltese are happy to pay for quality and for the experience.
“The point is that you’re still getting value for money, but at a higher level. As long as the client feels the price is justified, it’s all good.”
To make sure that all brands deliver the experiential uniqueness that’s the signature of Mercury Towers, Bonnici tested the entire process himself.
“For instance, I wanted to see what an outsider who is new to ToroToro would feel upon walking in. I needed to be sure that the whole experience starts as soon as I walk out of the elevator, with the music, the ambience, the vibe… And it did hit me immediately, even before being ushered in and being seated. This is what I’m aiming to achieve with all the restaurants,” he confides.
He also realises that a big part of the challenge is to maintain the standard, making a repeat client feel that it was worth going back. Describing the process as “psychological”, he tells me that it requires an entire team to achieve this. And they must all share this mindset.
“If you’re trying to elevate the level, but your mindset is still down there it’s useless. You always need to aim for the maximum, for perfection. If, from the start, you acknowledge that the standards can’t be met, then that’s a surefire way to let yourself down. Never allow your brain an escape route, it will take it. But if you continuously strive for quality, then you can get close to perfection.”
It’s an ideology he also follows for the Piazza, the non-commercial element of Mercury Towers but - in many ways - also its beating heart. He tells me that this area is given the same value and attention, even though it doesn’t generate revenue.
“The Piazza has a considerable footprint, and we want to encourage the public to engage with it, for free. It’s a place where we can express our philosophy with the community. All the events we organise there must also reflect the standards of the rest of the project. We are offering it to Maltese artists and artisans for free, as their playground. As an example, we hold artisan markets, performances, exhibitions, displays etc, where we offered to artists for free to share their talents and performances for the general public to enjoy” Bonnici says.
The complex’s three entertainment areas - Planet Play, the Museum of Illusions and the multi-sensorial Odyssey - also follow this ethos of uniqueness and unrivalled standards.
“They all deliver the wow factor, just like the restaurants. Odyssey, in particular, is an amazing experience where you’re immersed in the history of Malta - it includes a flying theatre that’s technologically beyond anything we’ve imagined for these islands,” he shares in excitement.
So what can we expect for the second year of operations?
“Ensuring that Mercury Towers continues to be outstanding is a 24/7 operation. But we insist on delivering beyond customer expectations at all times. And we’re always seeing growth, not only in visitors and operations, but even in the team’s mindset. We are not perfect, but we will try to be as close as possible to it.”
