Thyssen-Bornemisza Art Contemporary (TBA21)

Thyssen-Bornemisza Art Contemporary (TBA21) is a leading international art foundation established in 2002 by philanthropist and collector Francesca Thyssen-Bornemisza, representing the fourth generation of the Thyssen family's commitment to the arts and public service. The TBA21 Foundation, based in Madrid and Vienna, promotes the TBA21 Collection and its outreach activities, including exhibitions, public programming, and collaborations with other cultural and civic institutions.

In September 2019, TBA21 opened an office in Madrid, following an agreement with the Museo Nacional Thyssen-Bornemisza to present a series of contemporary art exhibitions over a four-year period.

In 2020, TBA21 launched the digital platform st_age to support and showcase the work of emerging artists.

TBA21 C3A acuerdo Andalucía

In 2021, TBA21 signed a three-year collaboration agreement with the Regional Government of Andalusia and the Mayor's Office of Cordoba to display its collection at the Centro de Creación Contemporánea de Andalucía (C3A), located in Cordoba. The first exhibition opened in April 2022, occupying the entire C3A with additional distribution throughout other spaces in the city,.

MAHALA is in charge of the global national communication of TBA21's exhibitions, both those shown at the Museo Nacional Thyssen-Bornemisza and those at the C3A, and their parallel activities, as well as the different st_age seasons and other foundation’s projects, both at the press office level and the communication strategy and relations with the national media.

We walk our clients through the design and implementation of their communication and influencing strategy. We work closely with each one of them, setting specific objectives and developing innovative, results-oriented proposals.

Our vision of projects is global. We approach all our clients' strategic audiences with comprehensive, personalised and multi-channel communication proposals.

Thanks to our extensive network of connections with strategic journalists in each one of the media, our coverage results are extraordinary, exponentially multiplying the return on investment.

We audit our clients’ digital presence and develop a strategic plan to improve their impact and visibility. We build up community, generate conversation and create the most appropriate content for each social media.

Storytelling is gradually replacing mere news in the media and social media. Audiences are increasingly wanting to know about the story behind a project, who were the creators and what motivated them to push it forward. We help our clients to build their own story– for a company, for a project or even for an emerging leader.

The concept of communication crisis has transformed itself since the emergence of social media, becoming a permanent challenge that companies and institutions must face practically every week. We prepare our clients to manage strategically their reputation, anticipating risks and the action plans required for each scenario. We think in terms of the future to reduce risks and achieve their influence objectives.

We design tailor-made projects for each destination and tour operator. Our methodology is adapted to the client’s needs and objectives with a single aim– to achieve real, useful and tangible results. We design communication strategies, reputation, marketing, national and international commercial plans, we advise on tourism intelligence projects, and we walk our clients through the implementation and measurement of results.

We analyse our clients’ different audiences, and help them to strengthen links with each one of them. We walk them through the creation of effective connections with institutions.

The history of our agency is closely linked to the organisation of major events. Over 25 years, we have hosted galas, corporate events, centenary celebrations, awards, congresses or important private parties, and always with a creative idea and an innovative concept as a starting point. We take care of the design and general planning of each event, and we carry out a customised follow-up, management and service to guests and authorities.

We believe in visual communication to achieve our clients’ objectives. We work on the graphic identity of each project and develop high-impact creative campaigns.