LA FÁBRICA

La Fábrica holds a unique place within Spain’s cultural ecosystem. A singular project of design, management, and promotion that—through its trajectory, its projects, and its impact— has become a point of reference that transcends the private sphere and acts as a cultural institution of high relevance. Its role has been decisive in the development, recognition, and democratization of disciplines such as photography, thought, cinema, and design in our country. With nationally and internationally renowned projects such as PhotoEspaña, Notodofilmfest, Festival Eñe, Madrid Design Festival, and Festival de las Ideas, or through the design of creative centers such as La Casa Encendida, La Térmica, and Matadero. Its model, based on collaborative cultural management, has built strong relationships with audiences, creators, brands, and institutions for more than thirty years.

At a key moment in its evolution, La Fábrica entrusted Nadie to design its future and define its role in a cultural environment undergoing profound transformation: increasingly hybrid, competitive, and ever-changing. A context where new audiences emerge, different ways of consuming culture arise, new logics of interaction with brands and platforms develop, and demographic profiles reshape the map of publics and influences.

For Nadie, working again with La Fábrica also meant returning to our own origins: to one of the environments where we first began building our brand development model and its close connection with culture. For years, we acted as its creative direction, sharing in the growth of key projects such as PhotoEspaña. This assignment posed an even greater challenge: we approached it with maximum ambition, self-demand, and commitment, compelling ourselves to provide a strategic perspective capable of linking its legacy with its future challenges and opportunities.

WHAT SHOULD IT MEAN TO BE A CULTURAL INSTITUTION TODAY?

The challenge was to build a clear perspective for La Fábrica’s future development: a roadmap to guide its decisions, activate new connections, and update the link between its projects and their time. A framework that would expand its possibilities for action and strengthen its model, always a singular hybrid that combines competitive and collaborative advantages.

To respond to this challenge, we needed to explore a deeper question: What should it mean today to be a cultural institution?

To do so, Nadie accompanied La Fábrica’s management team in an open process of co-creation, reflection, and analysis. This work was enriched by our strategic vision, by an international perspective built through observation and the constant tracking of leading global trends and projects, and by our deep knowledge of the sector, reflected in initiatives such as Colección Solo or Espacio Fundación Telefónica. This process took shape through strategic development sessions at Club Matador, together with the heads of all its areas. Encounters designed to reinterpret La Fábrica’s role in a cultural ecosystem that is no longer the same, and to expand from there its horizon of relevance.

The answer to that question materialized in a new culture for La Fábrica: more open, more in tune with its time, more aspirational, and more influential. A way of understanding the institution that responds to what culture means today: a space of intersections between disciplines and audiences; a terrain where digital, innovation, communication, experience design, and brand relationships are inseparable from the cultural; a place from which to collectively address the great issues on the contemporary agenda; a true ally of creators and their processes; an environment that educates, transmits, and capitalizes on learning; a space for enjoyment, encounters, and connection. In short, an actor with the capacity to project culture in an open dialogue with the world.

This process has reinforced the foundations of an institution that was already a benchmark. And it has done so by endowing it with a new strategic culture: a system that allows it to update its role, expand its relevance, and continue to be a decisive actor in society and its evolving cultural ecosystem.

If you lead a cultural institution and want to update its outlook, its vision, and its projection, talk to Nadie.