Asun Montoya is the founder and creative director of AM Concept, an interior design studio based in Alicante, Spain. She brings over twenty years of experience in high-end residential projects. She is currently expanding her practice into the hospitality sector, with proposals for boutique hotels and gastronomic spaces in the Valencia region. Her approach is simple: bringing the attention to detail and human scale of residential design into hotel spaces, where guests increasingly want to feel at home.
AM Concept is an interior design studio based in Alicante, Spain, specialising in high-end residential projects. The studio works from a Mediterranean identity understood not as an aesthetic, but as a way of inhabiting space: light, local materials and domestic scale as the starting point of every project. After two decades of residential work, AM Concept is now opening a new line of practice focused on boutique hotels and gastronomic spaces, in the conviction that residential design logic — every room conceived as a home — has much to offer the hotel sector.
