Paloma Urquijo Zobel de Ayala builds on creativity

Ayala Land Inc.'s newly appointed creative director shares how she balances business, big ideas, and the Filipino soul

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In real estate, creativity has become essential because it makes developments livable and meaningful.

This is where Paloma Urquijo Zobel de Ayala, creative director of Ayala Land Hospitality, plays a key role. She takes a holistic approach to shaping the group's hotels and resorts, guiding everything from concept and design to the preservation of their character long after opening.

Paloma is no stranger to the creative side of business. Before joining Ayala Land Inc. (ALI), she founded PioPio, a lifestyle brand that works with local artisans, and co-founded Kalye Artisano in El Nido, Palawan, a mixed-use community that integrates culture, sustainability, and learning through the country's first Earth School. A graduate of Parsons School of Design with a Masters in Strategic Marketing from Imperial College London, she draws on these experiences to develop ALI projects that celebrate Filipino creativity and craftsmanship.

In her current role, Paloma brings these ideals to a broader stage, modernizing architectural cues and native artistry to give ALI developments a distinct identity that endures over time. For her, being a creative director goes beyond design-it is about collaboration, purpose, and balance. She begins with strategy and branding, helping teams define a project's purpose and shape its narrative, whether revitalizing hotels, designing new residences, or building sustainable communities. Her work spans hospitality, residential, and estate developments, combining a global perspective with a deep sense of local identity to create spaces that embody ALI's vision of world-class quality rooted in Philippine culture.