La Fallera grandiosely launches ‘El Casal’, its first experiential space in the centre of Valencia. The Valencian rice brand celebrated the opening of its new store yesterday, located on C/ Cirilo Amorós 12, where visitors will not only find exclusive products, but also have the opportunity to hit a boxing bag shaped like a chorizo sausage or discover the Paella Arcade video game.
Gastronomy, culture, and a tribute to rice are the fundamental pillars of this project, which for the first time brings the values of this Valencian company to life in a physical space, starting in October. Valencia, September 19, 2025.
La Fallera, a leading rice brand in the Valencian Community and throughout Spain, inaugurated its new experiential space on Thursday, September 18. Named ‘El Casal de La Fallera’, this is the first physical store of this renowned Valencian company, located in the heart of Valencia, at 12 Cirilo Amorós Street. It is not a typical retail space, as, somewhat paradoxically, no rice will be sold there: El Casal aims to celebrate local gastronomy and culture. Away from formalities, visitors can shop, play games, and interact with various elements, starting with a boxing bag shaped like a chorizo sausage. The opening event brought together more than a hundred people, including members of the press, business owners, influencers, figures from the culinary world, and local residents. La Fallera kicked off the festivities with a grand opening where rice and celebration, two elements that are part of everyday life in Valencia, were present throughout. Guests were the first to experience what it means to immerse themselves in the new La Fallera Casal, playing Paella Arcade, which was the main attraction of the morning, hitting the chorizo-shaped boxing bag, or sharing their favourite rice dish – something that all visitors to the store will be able to enjoy starting in October. One of the spaces that the attendees enjoyed the most were the cushions shaped like the main ingredients of paella, where they relaxed while waiting for their portion of paella from Chef Copete, who amazed everyone with his cooking demonstration.
The paella was top-notch, just like the new La Fallera store! Chef Copete finishing his paella. The event, hosted with charm and grace by Concha, featured several interesting personalities. Jose Maza, creative director of La Fallera, explained: “Since 1965, La Fallera has been nourishing the soul of Valencians. And on its 60th anniversary, it reinforces its purpose with the opening of ‘El Casal,’ a meeting place where you can enjoy good food and have a great time. This space is much more than just a store; it is the first venue in the city dedicated to the world of rice. A place where La Fallera transforms into culture, flavour, and emotion. Thus, the brand, in addition to being a fundamental ingredient in the Valencian pantry, becomes an entire world to explore.”
Meanwhile, La Tia Visantica had everyone laughing with her hilarious monologue; and the morning session was enlivened by a live performance by Chimo Bayo. The Valencian DJ was one of the most popular figures for attendees to take photos with. La Tia Visantica and Chimo Bayo. A unique store In an urban environment dominated by global brands, El Casal emerges as a haven that pays tribute to the Valencian region. It will be open starting in October, Monday to Thursday afternoons (5-8 pm), Friday all day (10 am-2 pm and 5-8 pm), and Saturday mornings (10 am-2 pm), so that all rice lovers and food enthusiasts in general can come and enjoy it. While visitors to the store won’t be able to buy rice, they will find exclusive brand products such as kitchen utensils, tableware, tools, miscellaneous items, and their own clothing line. The idea behind La Fallera is not to create a space focused on making money, but rather one that offers fun and learning. Therefore, some of the experiences visitors will find are highly entertaining: What’s your favorite rice dish? An interactive voting system where the public chooses their preferred rice dish. Each vote is represented by a portion of real rice, until the winning container is full! The Ancestral Advice Line A very special telephone that connects directly with the ancestral “fallera” (traditional Valencian woman), always ready to answer any culinary… or existential… questions. The Russian Paella Inspired by the iconic programme of Joan Monleón, which all Valencians will remember, this giant paella hides prizes among its ingredients. Spin and win! Paella Arcade – Super Fallera A retro video game where you have to protect Valencian paella from various “rice-related” threats. The heroine, Super Fallera, fights against the enemies of tradition. Smash the Chorizo! Because the true enemy of paella is…
In this space, visitors can symbolically let off some steam in a humorous way. Regarding outreach, El Casal also aims to promote rice culture through tastings and workshops. To this end, it will collaborate with Valencia Club Cocina, a leading Valencian school for culinary arts training. “With El Casal de la Fallera, we want to bring the brand’s spirit to life in a physical space, a place where people can enjoy good food and have a great time. This project responds to the demand of a public that no longer just consumes products, but also experiences. This brand space is designed to host activities and interactions with our community, allowing La Fallera to become an integral part of the social fabric. It’s a unique opportunity to express the brand’s values, so closely linked to Valencian gastronomy, festivals, and culture,” explains Anabel Ballester, Marketing Manager at La Fallera. La Fallera: Commitment to Valencian History, Gastronomy, and Culture.
For many, La Fallera represents the perfect embodiment of Valencian festivals and gastronomy.From cultivating the perfect rice grain to distributing it to the finest restaurants and into people’s homes, the Valencian company has nurtured this process since its founding in 1965. With this unwavering commitment, it’s time to take another step forward.El Casal will now serve as the company’s premier experiential centre, a place to immerse oneself in Valencian culture and gastronomy with the utmost respect, while maintaining its approachable and friendly character.
Report by ‘24/7 Valencia’ team
Article copyright ‘24/7 Valencia’
MORE ABOUT LA FALLERA Website: https://www.lafallera.es
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