Ferran Mars\u00e1, Chief Executive Officer of La Llave de Oro<\/p>\n
What is La Llave de Oro?<\/strong><\/h3>\nIt is principally a property developer and builder.<\/p>\n
When was the company founded and when did you start working there? <\/strong><\/h3>\nIt is a family company, and was founded by my grandfather Llu\u00eds Mars\u00e0 i Abad in 1945. I joined the company more than ten years ago, after a period working in real estate consulting.<\/p>\n
What do you like most about your work? <\/strong><\/h3>\nI 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.<\/p>\n
And what do you like least? <\/strong><\/h3>\nWith any responsibility, it\u2019s hard when things don't go well. In times of crisis, it\u2019s hard when people\u2019s jobs depend on you.<\/p>\n
What do you think your company is particularly good at? <\/strong><\/h3>\nPeople 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.<\/p>\n
What is your main challenge? <\/strong><\/h3>\nTo 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.<\/p>\n
Where is your business located? Do you know why this location was chosen? <\/strong><\/h3>\nWe 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.<\/p>\n
What do you like most about the neighborhood where you work? <\/strong><\/h3>\nIt is a very prosperous area, and it is quiet and well-connected.<\/p>\n
How important is Barcelona for your company? <\/strong><\/h3>\nVery. Very important. We have recently had to expand our radius of action out of necessity, but we see ourselves as 100% focused on Barcelona.<\/p>\n
With which city would you compare Barcelona to? \u00a0<\/strong><\/h3>\nI don\u2019t really think it can be compared. The combination of climate, culture, leisure, sea and talent makes Barcelona unique.<\/p>\n
What city model should Barcelona adopt? <\/strong><\/h3>\nI don't think I have enough knowledge about city management to answer this question.<\/p>\n
What best practices from other cities would you like Barcelona to adopt?? <\/strong><\/h3>\nI 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.<\/p>\n
What would you ask of the Barcelona of the future? <\/strong><\/h3>\nAbove 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>
It is a family company, and was founded by my grandfather Llu\u00eds Mars\u00e0 i Abad in 1945. I joined the company more than ten years ago, after a period working in real estate consulting.<\/p>\n
What do you like most about your work? <\/strong><\/h3>\nI 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.<\/p>\n
And what do you like least? <\/strong><\/h3>\nWith any responsibility, it\u2019s hard when things don't go well. In times of crisis, it\u2019s hard when people\u2019s jobs depend on you.<\/p>\n
What do you think your company is particularly good at? <\/strong><\/h3>\nPeople 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.<\/p>\n
What is your main challenge? <\/strong><\/h3>\nTo 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.<\/p>\n
Where is your business located? Do you know why this location was chosen? <\/strong><\/h3>\nWe 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.<\/p>\n
What do you like most about the neighborhood where you work? <\/strong><\/h3>\nIt is a very prosperous area, and it is quiet and well-connected.<\/p>\n
How important is Barcelona for your company? <\/strong><\/h3>\nVery. Very important. We have recently had to expand our radius of action out of necessity, but we see ourselves as 100% focused on Barcelona.<\/p>\n
With which city would you compare Barcelona to? \u00a0<\/strong><\/h3>\nI don\u2019t really think it can be compared. The combination of climate, culture, leisure, sea and talent makes Barcelona unique.<\/p>\n
What city model should Barcelona adopt? <\/strong><\/h3>\nI don't think I have enough knowledge about city management to answer this question.<\/p>\n
What best practices from other cities would you like Barcelona to adopt?? <\/strong><\/h3>\nI 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.<\/p>\n
What would you ask of the Barcelona of the future? <\/strong><\/h3>\nAbove 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>
With any responsibility, it\u2019s hard when things don't go well. In times of crisis, it\u2019s hard when people\u2019s jobs depend on you.<\/p>\n
What do you think your company is particularly good at? <\/strong><\/h3>\nPeople 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.<\/p>\n
What is your main challenge? <\/strong><\/h3>\nTo 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.<\/p>\n
Where is your business located? Do you know why this location was chosen? <\/strong><\/h3>\nWe 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.<\/p>\n
What do you like most about the neighborhood where you work? <\/strong><\/h3>\nIt is a very prosperous area, and it is quiet and well-connected.<\/p>\n
How important is Barcelona for your company? <\/strong><\/h3>\nVery. Very important. We have recently had to expand our radius of action out of necessity, but we see ourselves as 100% focused on Barcelona.<\/p>\n
With which city would you compare Barcelona to? \u00a0<\/strong><\/h3>\nI don\u2019t really think it can be compared. The combination of climate, culture, leisure, sea and talent makes Barcelona unique.<\/p>\n
What city model should Barcelona adopt? <\/strong><\/h3>\nI don't think I have enough knowledge about city management to answer this question.<\/p>\n
What best practices from other cities would you like Barcelona to adopt?? <\/strong><\/h3>\nI 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.<\/p>\n
What would you ask of the Barcelona of the future? <\/strong><\/h3>\nAbove 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>
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.<\/p>\n
Where is your business located? Do you know why this location was chosen? <\/strong><\/h3>\nWe 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.<\/p>\n
What do you like most about the neighborhood where you work? <\/strong><\/h3>\nIt is a very prosperous area, and it is quiet and well-connected.<\/p>\n
How important is Barcelona for your company? <\/strong><\/h3>\nVery. Very important. We have recently had to expand our radius of action out of necessity, but we see ourselves as 100% focused on Barcelona.<\/p>\n
With which city would you compare Barcelona to? \u00a0<\/strong><\/h3>\nI don\u2019t really think it can be compared. The combination of climate, culture, leisure, sea and talent makes Barcelona unique.<\/p>\n
What city model should Barcelona adopt? <\/strong><\/h3>\nI don't think I have enough knowledge about city management to answer this question.<\/p>\n
What best practices from other cities would you like Barcelona to adopt?? <\/strong><\/h3>\nI 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.<\/p>\n
What would you ask of the Barcelona of the future? <\/strong><\/h3>\nAbove 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>
It is a very prosperous area, and it is quiet and well-connected.<\/p>\n
How important is Barcelona for your company? <\/strong><\/h3>\nVery. Very important. We have recently had to expand our radius of action out of necessity, but we see ourselves as 100% focused on Barcelona.<\/p>\n
With which city would you compare Barcelona to? \u00a0<\/strong><\/h3>\nI don\u2019t really think it can be compared. The combination of climate, culture, leisure, sea and talent makes Barcelona unique.<\/p>\n
What city model should Barcelona adopt? <\/strong><\/h3>\nI don't think I have enough knowledge about city management to answer this question.<\/p>\n
What best practices from other cities would you like Barcelona to adopt?? <\/strong><\/h3>\nI 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.<\/p>\n
What would you ask of the Barcelona of the future? <\/strong><\/h3>\nAbove 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>
I don\u2019t really think it can be compared. The combination of climate, culture, leisure, sea and talent makes Barcelona unique.<\/p>\n
What city model should Barcelona adopt? <\/strong><\/h3>\nI don't think I have enough knowledge about city management to answer this question.<\/p>\n
What best practices from other cities would you like Barcelona to adopt?? <\/strong><\/h3>\nI 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.<\/p>\n
What would you ask of the Barcelona of the future? <\/strong><\/h3>\nAbove 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>
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.<\/p>\n