A new concept in classical furniture design, the avant-garde style,
emerged in the mid-20th century. Latorre company was established
in 1959 by Ascensión, a young decorator who discovered a whole
world to innovate in the emerging Spanish industry. She founded
her firm in Alboraia, a town in the Valencian Region between the
Huerta, a traditional agricultural area around the city of Valencia,
and the sea. Just as farmers who look after the soil with love and
care and make their fields attractive, conceiving the aesthetics
of the countryside beyond productivity as if they were gardeners,
Ascensión Latorre started to design and manufacture classical
chairs with an undisputed mark of luxury and quality.
Its products are steeped in exclusivity, evoke sensations
and exude elegance and good taste. They are the highest
representation of romanticism in bygone times with a
contemporary twist. Unique, meticulous craftsmanship mixed
with aesthetic purity, which has evolved over more than
fifty years to create the unmistakable Latorre brand.
As a woman and entrepreneur Ascensión was determined not to
let her work go to waste, and her sons, following her steps, joined
the family tradition in the 1980s. Handwork, warmth, textures,
small details and shades of its furniture form the company’s own
identity: the identity of a company that is constantly growing.
Guillermo, the family’s eldest son, has been working in the
company since 1985 as its sales director and is now also its art
director; his brother Kiko joined in 1994 after completing his
studies in finance. Pau came into the family firm in the late 1990s
and has used his skills as a computer engineer to upgrade all
its manufacturing processes. Latorre family’s third generation
continues with Guillem, Ascensión’s grandson, who is in charge
of boosting Latorre’s presence abroad, where the brand is
worldwide identified as an icon of avant-garde classical design.
Ascensión, the young decorator, still keeps the soul of the
company alive. Retired and still proud of her work that has never
lost its up-to-date appeal, she continues to advise her family with
elegance and exquisite taste in a constant search for beauty.
This also includes creating new unique items, masterpieces that
penetrate the senses and accompany us throughout our lives.
LATORRE SIGNATURE
