Valencians, contemporary art lovers and also the After team, why not say it, are in luck: the Centro de Arte Hortensia Herrero (CAHH) has opened its doors to the public. This space, located in the Valencian Calle del Mar, more specifically in the former Palacio Valeriola, was created with the purpose of sharing with society the most relevant contemporary art at international level, and to contribute to position Valencia as a cultural and artistic destination of reference. For our agency, it also represents the culmination of years of work.
Hortensia Herrero, president of the foundation, came to the conclusion a few years ago that Valencians had to travel to cities like Paris, New York or London to enjoy contemporary art of reference. Together with Javier Molins, artistic director and advisor to the CAHH collection, she laid the foundations to form an art collection consisting of 100 works by more than 50 great contemporary artists such as Andreas Gursky, Anselm Kiefer, Georg Baselitz, Anish Kapoor or Mat Collishaw, among others. It is worth noting that some of them have created specific works that will live in specific enclaves of the Art Center.
For the implementation of the Hortensia Herrero Art Center, the Valeriola Palace has been a key element. Its choice as headquarters is no coincidence: it is a historic building that between the eleventh and thirteenth centuries was part of the Muslim Balansiya and in which a fragment of the Roman circus of Valentia was found. The restoration of the palace, carried out by the architectural firm ERRE, has taken more than five years and, today, the CAHH has two four-story buildings that house a total of 17 exhibition spaces on more than 3,500 square meters.
After’s Valencian team has accompanied the CAHH since the beginning of the project. We have created its brand identity, web design, digital content, tickets, signage, audio guides, and even part of the merchandising for the museum store. Of course, the launch campaign, which combines spectacular outdoor pieces with special actions in Mediaset, Atresmedia and À Punt, are also our work. Projects like this motivate us, shake us up and push us to excel.
