Plans for the redevelopment of the former Wembley ice-cream factory in Msida into a seven-storey office block have been given the go-ahead, with the Planning Authority backing a contentious bold redesign for the mid-century building. 
 
The application by Emil Bonello Ghio had originally foreseen an 18-storey high-rise on the site, but the plans were dramatically scaled back and, as unanimously approved by the Planning Authority, now foresee just seven floors with four basement parking levels.

While the factory's façade, described by authorities as having high architectural and aesthetic value and proposed for scheduling, will be retained, the PA's case officer had originally expressed concern over the planned redesign. 

Architect Ray Demicoli's proposed design features a bold vertical element in the same art deco style as the original façade, and involves dismantling the current structure and relocating it to the centre of the site.

The architect pointed to similar buildings, such as the Muscat Motors showroom nearby, and said eliminating the design element would jeopardise "the entire scope of the iconic façade".

Simpler design recommended by the PA design committee, featuring a distinct extension and no central element.

However, despite the backing of cultural heritage authorities, the plans met with opposition from the PA’s design committee, which insisted on a simpler redesign with a clearly distinct extension that did not compete with the original façade.

The committee argued that the proposed 'jukebox' design element was too prominent and would dominate not only the building but also the surrounding area.

It also noted that the neighbouring Muscat Motors showroom was a modest art deco structure that incorporated only a simple vertical feature as a central element. 

Nevertheless, at a hearing on Thursday, the PA board expressed a clear preference for the architect's preferred design, particularly after noting that the Superintendence for Cultural Heritage (SCH) was in favour of dismantling and shifting the façade and that the building's interior did not have any particular heritage value. 

While the permit was approved unanimously, the board held back on approving the façade for procedural reasons. It is expected to be approved under a separate application in the coming weeks.