ALICIA HERNÁNDEZ
CURATED BY
Communication Director
Madrid
/10
What was the inspiration behind the creation of Valyty Place?
Valyty Place was born from the idea of creating a unique space where fashion, art, and design come together with a relaxed luxury vibe. We chose a minimalist aesthetic in neutral tones that conveys calm and elegance, but with details that make a difference: light curtains that add movement, a terracotta rug that brings warmth, and a glass table with amber chairs that blend seamlessly into the space. Everything is designed to inspire from the very first step.
What does the double “Y” concept mean, and how does it reflect the essence of the showroom?
The two “Y”s in Valyty symbolize a dual purpose: to innovate in both fashion and communication.
Valyty has undergone a complete aesthetic transformation, with a new design and refreshed colors. What led you to make such a radical change, together with Miriam Alía?
We wanted to take a step toward a cleaner, more minimalist, and contemporary look. This new direction allows the product to take center stage, standing out in an environment that doesn’t compete with it, but enhances it.
What references or ideas did you base yourselves on to define this new image?
We were inspired by contemporary Scandinavian design, where minimalism, functionality, and warmth exist in harmony. We were also influenced by editorial spaces of luxury brands, where neutrality and attention to detail create a visual narrative that lets the product tell its own story. Miriam Alía brought her unique perspective, reinterpreting these codes with personality and aesthetic sensitivity, resulting in a space with a strong identity and powerful visual presence.
"Valyty Place is a press showroom where we present the brands we work with.".
What can we find at Valyty Place?
Stylists and fashion tastemakers visit us daily in search of the perfect look. For them—and for us—visual order is essential. We pay close attention to aesthetics, ensuring color harmony and coherence in how each collection is displayed.
What values or aesthetic criteria do you look for in the products you showcase?
It’s very important to me that all the brands featured at Valyty Place reflect my style and my vision of fashion. That’s why I always look for genuine affinity and alignment with each brand, so we can achieve the best results together.
"Being an entrepreneur is always a challenge—full of uncertainty and headaches—but my professional intuition has never let me down."
What has been the biggest challenge in building this project?
Valyty was born just after the COVID pandemic, in 2021. All the companies that launched during that time faced greater challenges after everything we had lived through. With countless hours of work, 24/7 dedication, and lots of passion, brands began to trust us. We grew and became a reference in communication and showrooms in Madrid. I have over 20 years of experience in this industry, and I’ve learned from both my mistakes and my successes.
Jil is undoubtedly the furry soul of Valyty. What does it mean to have her by your side in the showroom?
She’s the queen of the office, no doubt about it. She goes everywhere with me and loves being at Valyty.
What timeless piece is always in your wardrobe?
A good pair of jeans and an oversized men’s white shirt.
Which Spring–Summer 2025 trend is your favorite?
I'm not really into following trends, although it's inevitable to be influenced by them. I prefer to have quality, timeless basics that make up a good wardrobe foundation. Although I did give in to the color of the season: brown and mocha mousse.
“The dominant colors in my wardrobe are white and black, with a touch of chocolate brown.”
Why do you choose The Masie?
Because it’s a brand that offers versatile designs suitable for various spaces, along with a wide range of timeless pieces.
What do The Masie’s furniture pieces inspire in you?
The Masie furniture brings warmth and harmony to a space, making it feel special and unique.
3 tips from Ali Promesas for creating harmony at home?
I’m obsessive about lighting—it’s essential for making a house feel like home. I love indirect lighting, with lamps that create a warm and cozy ambiance. I use neutral and white tones for curtains and bedding, and I always have a candle burning to add a sense of calm.
Favorite piece from The Masie
The amber-colored oval table made of tempered glass and the modular Kilhe sofa in nori green bouclé fabric—definitely my favorites.
A color
Earthy, neutral tones.
Favorite style
Minimalist.
Country or city
City for daily life, countryside to disconnect. One of my favorite things is walking in nature with my dog Jil.
Inspirations: Who is your interior design icon?
Le Corbusier.