La Llave de Oro: constructing buildings for Barcelona
Ferran Marsá, Chief Executive Officer of La Llave de Oro
What is La Llave de Oro?
It is principally a property developer and builder.
When was the company founded and when did you start working there?
It is a family company, and was founded by my grandfather Lluís Marsà i Abad in 1945. I joined the company more than ten years ago, after a period working in real estate consulting.
What do you like most about your job?
I like to think that we make buildings that last. And that, in a certain way, we help to build cities and towns. Something about constructing buildings that will outlive us appeals to me.
And what do you like least?
With any responsibility, it’s hard when things don't go well. In times of crisis, it’s hard when people’s jobs depend on you.
What do you think your company is particularly good at?
People often mention the quality of our buildings and our financial prudence. So that's probably it. I think being a little conservative in our industry is a quality.
What is your main challenge?
To strike a balance between the conservative spirit of the company and the modernity and innovation that the sector requires. You have to find a middle ground.
Where is your business located? Do you know why this location was chosen?
We are located in Pedralbes on the ground floor of a residential building built by the company. At some point many years ago, there was a need for larger offices and we chose this area of Barcelona.
What do you like most about the neighborhood where you work?
It is a very prosperous area, and it is quiet and well-connected.
How important is Barcelona for your company?
Very. Very important. We have recently had to expand our radius of action out of necessity, but we see ourselves as 100% focused on Barcelona.
With which city would you compare Barcelona?
I don’t really think it can be compared. The combination of climate, culture, leisure, sea and talent makes Barcelona unique.
What city model should Barcelona adopt?
I don't think I have enough knowledge about city management to answer this question.
What best practices from other cities would you like Barcelona to adopt?
I think that the housing policy applied in Barcelona is poorly thought out and generates an effect that is the opposite of the one intended. There are other European cities that, with similar problems, have managed to solve the problem, and the supply of affordable housing has grown.
What do you ask of the Barcelona of the future?
Above all, I would like it to feel safe again. I would also like those in the city to recover the pride in being from Barcelona. I'm afraid that the city is not going through the best of times, but it's up to all of us to turn things around.
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