TETUÁNCREA

Co-creating a cultural vision and an economic model for an ever-growing creative collective.
Collaboration with Tándem (IE2025) and TetuánCrea.
Oct 2024-Present.

CONTEXT
 Tetuán is slowly becoming the next big name in the vibrant creative scene of Madrid, claiming its seat among the cultural reference points of the city. Undoubtedly, one of its main driving forces is Tetuán Crea; born out of a desire to create a collaborative, plural and multidisciplinary platform, reflecting the nature of Tetuán itself, Tetuán Crea has developed into being the creative common link in the district, uniting more than 40 different artists, creatives, designers and innovators. Sharing a personal visible mark of quality and passion in their work, Tetuán Crea gives members the opportunity to create and build meaningful relationships, work collaboratively on a larger scale, as well as shining a spotlight on their work and achievements, bringing visibility to an area with a lot of creative potential.

This challenge presents an opportunity to build a strategic identity that consolidates TetuánCrea as a key player in Madrid’s cultural scene and beyond. I collaborated with my class of 2025 at the Bachelor in Design in IE University’s School of Architecture and Design to create a strategic design agency named Tándem to collaborate with more than 35 creatives in the Tetuán area. This collaboration with Tetuán Crea -Tándem’s first- comes as the collective gears up to establish itself as a player in Madrid’s creative scene. This is in light of successful participation in the Madrid Design Festival, its own Open Studio events, and the increased interest by potential members and partners.

Tetuán Crea now faces the challenge of continuing its success and sustaining its growth. Tándem’s task therefore is to help Tetuán Crea develop a strong strategy for its future growth, establishing a strong common cultural identity, help it strengthen its position as a cultural leader in Madrid, and develop its ways of creating value for its members and strengthening the collective’s impact.