AX Hotels and Cessani

Did you know AX The Saint John was AX Hotels‘ first hotel in Valletta, Malta’s capital?

From the start, AX Hotels Director Claire Zammit Xuereb has worked hard to make this boutique hotel on Merchants Street unique and trendy for both locals and tourists.

Claire shares her inspiration for creating a stylish brand for this luxury hotel and merging it with the traveler’s experience.

“I wanted to create a style that’s both masculine and feminine, bold but delicate. A brand that appeals to travelers seeking luxury in a stylish and functional space. In fact, the bow tie which is featured in the AX Saint John logo is our way of representing a smart, sophisticated space for smart people,” Claire explains.

The brand is elegant and exclusive because the idea was to create a contrast in style and this could be achieved by the building itself, which retains the traditional charms of buildings and architecture in Valletta. Ms Zammit Xuereb explains that she came up with a twist of an industrial concept, presenting a unique twist to a hotel offering not only in Valletta, but also around Malta today.

“I am always so fascinated with contrasts. It makes it that extra special. We did not apply the style everywhere. It is felt intensely in the guest rooms. The feminine touch, which balances it all out in my opinion, is then achieved through the presence of the bow tie. When I think of AX The Saint John, I think of someone who is metrosexual; a particular personality, different from the rest,” added Ms Zammit Xuereb.

The idea behind the bow tie, which has become synonymous with The Saint John hotel, indicates class and this is precisely what the Director of Hospitality and Care wanted to achieve. She explains that this style reveals sophistication as soon as you see it and “the fact that The Saint is usually expected to have a halo but ours has a bow tie, is intriguing. It raises questions. That is, in fact, a true reflection of the hotel itself.”

Ms Zammit Xuereb has always seen a lot of potential and synergy between fashion and travel and this has been at the core of AX The Saint John since its inception.

“It all started with AX The Palace, our 5-star hotel in Sliema. There I launched the AX Designer Collection and the detail we went into when creating a unique design concept within each of these suites. As a result, it made it very attractive to the fashion industry for photography and style. So when we set about creating AX The Saint John, I could not help myself from introducing something original and fashionable. Each of our hotels has its own distinctive style and appeal to various niche markets,” said Ms Zammit Xuereb.

Shortly after opening, AX The Saint John embarked on a fascinating collaboration with international fashion brand Cessani. Together, they launched a set of bow ties together with a new winter collection by the fashion house.

As Ms Zammit Xuereb shares, “it was an amazing experience for AX The Saint John and Cessani to work together to create a unique range of Bow Ties, which are exclusively found at AX The Saint John, Boutique Accommodation.”

Ms Zammit Xuereb continues to admire the work of Cessani fashion designer Mary Grace Pisani: “I love working with Mary Grace. She is inspiring, full of energy and open to new ideas, no matter how hard she has to work. It all happened by chance. At the time, I walked through her doors for a dress and on the second time I met her, during my fitting, I talked to her about my idea of wanting to introduce fashionable bow ties for women, and actually sell them! With all the enthusiasm in the world, she told me, I want to help you with that! From that moment on, we developed this great concept to the extent of making a fashion show with them, called AX The Saint John Walk, which beautifully combines the industrial style of the hotel with the gracefulness of Cessani’s bow ties. Whilst doing so, we also contributed towards re-introducing Merchants Street as a fashionable spot known for its ‘boutiqueness’ and new upcoming trends. Mary Grace is a professional and I love to work with people like her who are passionate about their work; open to new ideas and ready to take the leap,” says Ms Zammit Xuereb.

Ms Pisani shares similar admiration for Ms Zammit Xuereb, highlighting how she was honoured and privileged to work on the project, which she was sure would turn out to be a successful idea “since the concept came from a successful businesswoman who from the first time we met we could read between the lines in various aspects. Claire has an eye for detail, a lady that takes decisions and her actions give you the energy to work,” adds Ms Pisani.

Cessani bow ties reflect different characters, different professions and this is why, according to the fashion designer, this entire concept embarked on a very positive note “because Claire is a very psychological person who can indulge in each and every emotional subject. So this is what people expect from bowties. Fashion explaining oneself.”

When the bow tie concept was launched, it became the talk of the town around Valletta, receiving positive feedback. Mary Grace recalls the fashion show in September 2018 as an effort to bring the fashion industry into a new dimension. “It was a fascinating project, and I’m proud to have contributed to an event that helped Valletta reclaim its history with fashion and design.”