La Moderna remained in that location until 1909, when his son, Alfonso de Brito Sánchez, took over the business and decided to move to the permanent location on Calle Alcalá. The barbershop became a meeting space and bullfighting gathering; Not in vain, around the corner lived the Bienvenida family, regulars at the hairdresser's. His illustrious clientele also included Alejandro Lerroux, president of the government, and the philosopher José Ortega y Gasset. Alfonso de Brito's wife, Mercedes Laorden, took over the business when she became a widow. After her, her children took charge of the establishment, leaving the minor, Joaquín de Brito Laorden, as owner. His son Alfonso, great-grandson of the initiator of the saga, learned the trade and ended up acquiring the hairdresser's to run it until today. La Moderna today combines the best of the present and the past, from the most modern techniques to others that are unusual today, such as the razor cut. The place surprises with its vintage flavor: the wide doorway made of wood and glass, the walls decorated with old photos, the National cash register carved in bronze, the classic white metal armchairs, the sideboards with perfumes and shampoos, the modernist mirrors... A universe that keeps an important part of our past preserved.