Llotja de la Seda, also called La Lonja or the Silk Exchange, is Valencia's late-Gothic temple of commerce, where twisted stone columns, a palm-like vault, and a quiet orange courtyard still feel theatrical right off Plaza del Mercado. UNESCO listed it in 1996, but the real hook is more physical than academic: you step from busy market streets into one of the city's most memorable civic interiors.
For most first-time visitors, a guided tour is the best first booking because the hall, tower, and mercantile backstory make far more sense with live context.