Valencians, contemporary art enthusiasts, and also the After team, why not say it, we have good news: the Hortensia Herrero Art Center (CAHH) has opened its doors to the public. This space, located on the Valencian street called Mar, more precisely in the former Valeriola Palace, is born with the purpose of sharing the most relevant international contemporary art with society and contributing to positioning 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 internationally renowned contemporary art. Alongside Javier Molins, artistic director and advisor to the CAHH collection, they laid the foundations to shape an art collection composed of 100 works by more than 50 prominent contemporary artists such as Andreas Gursky, Anselm Kiefer, Georg Baselitz, Anish Kapoor, or Mat Collishaw, among others. It’s worth noting that some of them have created specific works that will inhabit specific locations within the Art Center.
For the launch of the Hortensia Herrero Art Center, the Valeriola Palace has been a key piece. Its selection as headquarters is not coincidental: it is a historic building that, between the 11th and 13th centuries, was part of Muslim Balansiya and where a fragment of the Roman circus of Valentia was found. The restoration of the palace, carried out by the ERRE architecture studio, has taken more than five years, and today, the CAHH has two four-story buildings that house a total of 17 exhibition spaces in more than 3,500 square meters.
The Valencian After team has accompanied CAHH from the beginning of the project. We have created its brand identity, web design, digital content, tickets, signage, audio guides, and even part of the museum shop’s merchandise. Of course, the launch campaign, which combines spectacular outdoor pieces with special actions on Mediaset, Atresmedia, and À Punt, is also our work. Projects like this motivate us, stir us, and drive us to surpass ourselves.
If you love art as much as we do, don’t hesitate to come and visit.