MACA - Museo de Arte Contemporáneo Atchugarry

What MACA - Museo de Arte Contemporáneo Atchugarry does

MACA (Museo de Arte Contemporáneo Atchugarry) is a private, non-profit contemporary art museum founded in 2022 by Uruguayan sculptor Pablo Atchugarry in Manantiales, Maldonado, near Punta del Este, Uruguay. The institution operates a multi-pavilion complex on Ruta 104, Km 4.5 — including Pabellón 1, Salas 2–4, an outdoor Parque de Esculturas (sculpture park), a dedicated theater (Sala de Teatro MACA, inaugurated April 2025), a cinema room, didactic spaces, and artist workshops — integrated into a 17,000+-plant native landscape developed through the Tierra Garzón environmental project. MACA serves local, national, and international visitors through temporary exhibitions of internationally recognized artists (Anthony Caro, Lucio Fontana, John Baldessari, Julian Lennon, Artur Lescher, Eva Claessens), a permanent collection anchored by Atchugarry's own sculpture, and performing arts programming (theater, music, dance, cinema) anchored by the annual FiT MACA festival.

The museum's underlying technology stack is conventional rather than proprietary: a Squarespace-hosted public website (macamuseo.org), a self-serve reservation/ticketing platform (entradas.macamuseo.org) issuing QR-coded entry, and an e-commerce storefront (museomaca.store). There is no mobile app, no disclosed API, and no AI/ML capabilities. Curatorial direction is provided by Artistic Director Leonardo Noguez and an international roster of guest curators (Kosme de Barañano, Luca Massimo Barbero, Pablo Thiago Rocca, Manuel Neves), while theater is led by Eliana Recchia and education by María Eugenia Lorusso. The institution operates with approximately 15 employees.

MACA's business model is structurally non-commercial: all exhibitions, theater, concerts, cinema, dance, and workshops are free to the public, with entry managed via the online reservation system. Revenue is generated only through three ancillary streams: (1) the Tienda MACA retail operation selling exhibition catalogs, publications, and museum merchandise online and on-site; (2) the AMIGOS MACA membership program for individuals and businesses, providing benefits such as catalog receipt and inauguration access at undisclosed contribution levels; and (3) catalog/editorial sales co-produced with international publishers (e.g., Allemandi Editore for the Lucio Fontana catalog). The institution is funded primarily through founder Pablo Atchugarry and the affiliated Fundación Pablo Atchugarry (founded 2007), with no disclosed external institutional investors, venture funding, or debt.

Name

MACA - Museo de Arte Contemporáneo Atchugarry

Legal name

Museo de Arte Contemporáneo Atchugarry

Website

https://macamuseo.org

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

MACA is a private, free-admission contemporary art museum founded in 2022 by sculptor Pablo Atchugarry in Manantiales, Uruguay, near Punta del Este. It serves general public visitors, educators, students, and international tourists through temporary exhibitions, performing arts, and educational programs anchored by a sculpture park and theater complex.

Ownership category

akta.pro rank

Product category

Art Museum / Contemporary Cultural Institution

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (7121), Museums (71211), Museums, Historical Sites, and Similar Institutions (712)

akta.pro industry

PRIMARYTHAJADAA

Art Museums

Travel & Hospitality/Tours, Attractions & Experiences/Museums, Galleries & Cultural Institutions

SECONDARYCRALAJAG

Museum, Zoo & Attraction Gift Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Gift, Novelty & Souvenir Retail

Keywords

• Contemporary art museum
• Cultural exhibitions
• Performing arts venue
• Arts education programs
• Sculpture park

Headquarters

HQ city

Manantiales, Maldonado

HQ country

Uruguay

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Retail Store (Tienda MACA): The museum operates an online merchandise store (museomaca.store) selling catalogs, publications, and museum-related merchandise. This constitutes a product sales revenue stream.
2. AMIGOS MACA Membership: The museum offers a membership program called 'AMIGOS MACA' for individuals and businesses, providing benefits such as participation in activities, receipt of catalogs, and access to inaugurations and events. Revenue is generated through membership contributions.
3. Exhibition Catalogs: The museum edits and sells catalogs for each temporary exhibition, available through the Tienda MACA. Each exhibition is accompanied by an illustrated publication.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

MACA is a contemporary art museum that exhibits temporary and permanent collections of modern and contemporary art, including international artists. It operates a sculpture park, theater (Teatro MACA), cinema room, and didactic/workshop spaces, offering free public programming spanning exhibitions, theater, concerts, dance, cinema, and educational workshops for children, youth, educators, and families. The museum generates supplementary revenue through exhibition catalogs, museum merchandise sold via an online store (Tienda MACA), and its AMIGOS MACA membership program.

Differentiator

Problem solved

Functional benefit

Brands

• AMIGOS MACA: Membership program for supporters of the museum
• FiT MACA
• CINE MACA
• Jornada para educadores
• Encuentro Nacional de Jóvenes Creadores

Products and services

• Contemporary Art Exhibitions Free temporary and permanent exhibitions of contemporary art featuring international and Latin American artists. Held in multiple exhibition pavilions (Pabellón 1, Sala 2, Sala 3, Sala 4). Open to the general public at no charge with online reservation.
• Parque de Esculturas (Sculpture Park) Outdoor sculpture park on the museum grounds displaying sculptures in a natural landscape setting. Free public access.
• Teatro MACA (Theater Programming) Performing arts theater space at MACA offering theatrical productions, concerts, dance performances, and the annual Festival Internacional de Teatro (FiT MACA). Free admission with online reservation. Directed by Eliana Recchia. Inaugurated as a dedicated hall on April 12, 2025.
• CINE MACA (Cinema Programming) Film programming at MACA featuring national and international cinema screenings. Free admission with online reservation.
• Educational Workshops and Programs Educational programming including workshops for children and youth (e.g., Pablo Atchugarry: Esculturas al infinito), educator training days (Jornada para educadores), and the annual Encuentro Nacional de Jóvenes Creadores (10th edition in 2026, 20 years of trajectory). Coordinated by María Eugenia Lorusso.
• Festival Internacional de Teatro MACA (FiT MACA) Annual international theater festival featuring workshops, performances, concerts, and artistic interventions from various countries. Free admission. Reached 4th edition in 2026.
• AMIGOS MACA Membership Program Membership program for individuals and businesses offering participation in museum activities, receipt of catalogs, and access to inaugurations and special events. Pricing not publicly disclosed; contact [email protected].
• Tienda MACA (Museum Store and Exhibition Catalogs) Retail operation both at museum premises and online (museomaca.store) selling exhibition catalogs, publications, and museum-related merchandise. Each temporary exhibition is accompanied by an illustrated catalog.

Quantifiable outcome

• Free admission to all activities removes financial barriers to cultural participation, expanding visitor reach to diverse socioeconomic groups.
• +1 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• The Anthony Caro CentercoreStrategic or Co-development PartnerMACA collaborated with The Anthony Caro Center to organize the commemorative exhibition 'Anthony Caro: La escultura como composición' (January–April 2025), marking the centenary of the British sculptor's birth. The Center provided works and curatorial support for the exhibition curated by Kosme de Barañano.
• MALBA (Museo de Arte Latinoamericano de Buenos Aires)coreStrategic or Co-development PartnerThe 'John Baldessari: El fin de la línea' exhibition previously traveled to MALBA in Buenos Aires before arriving at MACA, representing a collaborative exhibition sharing arrangement between the two institutions.
• Kosme de BarañanocoreStrategic or Co-development PartnerRenowned Spanish museologist and art historian Kosme de Barañano curated the Anthony Caro exhibition at MACA and has previously curated exhibitions of Pablo Atchugarry's work internationally. He is a key intellectual collaborator connecting MACA to the international art world.
• Colección Craig RobinsminorStrategic or Co-development PartnerCraig Robins, the largest collector of John Baldessari's work, provided his collection for the 'John Baldessari: El fin de la línea' exhibition at MACA. His curatorial partner Karen Grimson coordinated the loan and installation.
• Karen GrimsonminorStrategic or Co-development PartnerCurator of the Craig Robins Collection and Director of Cultural Programming at Miami Design District, Karen Grimson co-presented the John Baldessari exhibition at MACA, bringing the Craig Robins collection to South American audiences for the first time.
• Allemandi EditoreminorStrategic or Co-development PartnerItalian publisher co-edited the exhibition catalog for 'Lucio Fontana: Genio de Dos Mundos' alongside MACA, with support from Fondazione Lucio Fontana.
• Fondazione Lucio FontanacoreStrategic or Co-development PartnerThe Fondazione Lucio Fontana provided support and material for the first-ever Lucio Fontana exhibition in Uruguay at MACA, curated by Luca Massimo Barbero.
• Museo Nacional de Bellas Artes (Buenos Aires)minorStrategic or Co-development PartnerThe 'Carmelo Arden Quin: En la trama del arte constructivo' exhibition had a prior successful presentation at the Museo Nacional de Bellas Artes in Buenos Aires before arriving at MACA.
• Centro Cultural La Moneda (Santiago de Chile)minorStrategic or Co-development PartnerThe 'Carmelo Arden Quin: En la trama del arte constructivo' exhibition had a prior presentation at Centro Cultural La Moneda in Santiago de Chile before traveling to MACA.
• Museo de Artes Visuales (Montevideo)minorStrategic or Co-development PartnerThe 'Carmelo Arden Quin: En la trama del arte constructivo' exhibition was scheduled for a subsequent presentation at the Museo de Artes Visuales in Montevideo after its run at MACA.
• Luca Massimo BarberocoreStrategic or Co-development PartnerArt historian and curator Luca Massimo Barbero curated the 'Lucio Fontana: Genio de Dos Mundos' exhibition at MACA. He is Director of the Instituto di Storia dell'Arte at Fondazione Giorgio Cini and Scientific Advisor to Fondazione Lucio Fontana.
• Leonardo NoguezcoreStrategic or Co-development PartnerLeonardo Noguez serves as Artistic Director of MACA and has provided curatorial direction for exhibitions including Artur Lescher: Orbitales, contributing the institution's intellectual framework.
• Pablo Thiago RoccacoreStrategic or Co-development PartnerPablo Thiago Rocca curated the 'Juan de Andrés: La geometría del silencio' exhibition at MACA, providing scholarly direction for this retrospective of one of Uruguay's key abstract artists.
• Manuel NevescoreStrategic or Co-development PartnerArt historian and curator Manuel Neves curated the exhibition 'La razón y la existencia: El arte concreto y el informalismo en Uruguay (1947–1970)' at MACA, conceiving the show especially for the institution.
• Secretaría de Discapacidad — Intendencia de MontevideominorStrategic or Co-development PartnerThe disability secretariat supported the ACT-IN inclusive theater group which has performed at MACA's FiT MACA festival, promoting accessibility and inclusion.
• Embajada del Perú en UruguayminorStrategic or Co-development PartnerThe Embassy of Peru in Uruguay provided institutional support for the children's theater production 'El Zorro, la Luna y cuentos para soñar' presented at FiT MACA 2026.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Museo de Arte Contemporáneo de Buenos Aires (MACBA): Buenos Aires contemporary art museum with comparable focus on contemporary Uruguayan and Argentine art. Operates in the same regional ecosystem and serves overlapping audiences in the Río de la Plata cultural corridor.
• Museo Tamayo Arte Contemporáneo: Mexico City's leading contemporary art museum, founded by artist Rufino Tamayo. Comparable as a privately-driven, artist-founded contemporary art museum in Latin America with international programming and free/proximity access models.
• Museo Jumex: Mexico City contemporary art museum founded by the López Velarde family. Strong comparator for MACA as a privately/family-funded contemporary art museum with international exhibitions and educational programming.
• Museo Nacional de Bellas Artes (Buenos Aires): Argentina's national fine arts museum, which shares exhibition programming with MACA (Carmelo Arden Quin traveled there). Comparable as a similarly-positioned Latin American museum with significant Latin American art programming.
• MALBA - Museo de Arte Latinoamericano de Buenos Aires: Leading contemporary Latin American art museum based in Buenos Aires. Highly comparable to MACA as a fellow Latin American contemporary art institution; MACA has already hosted a traveling exhibition from MALBA (John Baldessari).
• Pinacoteca de São Paulo: Brazilian museum of historic and contemporary art that has shown artists in MACA's circle (Artur Lescher). Comparable as a major Latin American museum with curatorial links to MACA's international programming.
• Museo de Arte Moderno de Buenos Aires: Argentine modern and contemporary art museum adjacent to MACA's programming scope. Comparable as a fellow Latin American modern/contemporary museum with public programming.
• Museo de Artes Visuales (Montevideo): Uruguay's primary contemporary art museum in Montevideo, sharing the same national art ecosystem as MACA. The Carmelo Arden Quin exhibition was scheduled to travel from MACA to MAVI, reflecting direct programming overlap.

Others

• Fundación Pablo Atchugarry: Predecessor nonprofit organization (founded 2007) affiliated with the MACA founder. Operates as a sibling institution within the same Atchugarry cultural ecosystem, advancing contemporary art dissemination.

Regional players

• Centro Cultural La Moneda (Santiago de Chile): Chilean government cultural center that has hosted traveling exhibitions (Carmelo Arden Quin) that subsequently traveled to MACA. Comparable as a Latin American cultural institution participating in the same exhibition circuit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/macamuseoatchugarry
• LinkedInlinkedin.com/company/macamuseoatchugarry

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MACA - Museo de Arte Contemporáneo Atchugarry