Open House Madrid

What Open House Madrid does

Open House Madrid is an annual international architecture festival operated by CULTURE CARE (NIF G87104832), a private non-profit entity headquartered at C/ Gutiérrez Solana 4, Madrid, Spain. Founded with its first edition in 2015, the organization runs a multi-day weekend event — typically in late September and shifting to November from 2026 — during which it opens more than 100 normally inaccessible buildings, 30+ architecture studios, and 100+ curated thematic routes across Madrid and increasingly into surrounding municipalities such as San Lorenzo de El Escorial, Alcalá de Henares, Loeches and Nuevo Baztán. The festival is the Madrid franchise of Open House Worldwide, a network present in 50+ cities, and operates under a Committee of Honor presided over by the King of Spain.

The core product is free public access to buildings, with more than 80% of activities requiring no registration and capacity-managed visits carrying only a €3 (VAT inclusive) management fee per spot, processed through Eventbrite. Supporting offerings include multilingual audioguides in five languages (Spanish, English, French, German, Chinese), guided tours led by over 1,100 trained volunteers per edition, the annually iterated Premios Ciudad awards program, and the 'Edificios de Madrid' docuflash microseries. Technology infrastructure is deliberately lightweight: a public website (openhousemadrid.org) with 2.6 million visits, Eventbrite for ticketing, Google Forms for intake, Google Drive for media assets, and Google Analytics for measurement — no proprietary platform or AI components.

The revenue model is hybrid and non-commercial in orientation. Sponsorship from corporate partners (El Corte Inglés/Ámbito Cultural, Coca-Cola, Iberia, Samsung, Gilmar, Simon Electric, Bloomberg Connects, Arquitectura Viva, Diario Design, Diseño Interior, Exterior Plus) is layered with institutional funding from the Ministry of Housing and Urban Agenda, the Community of Madrid, and the Madrid City Council, plus the small per-spot management fees and a Friends/Amigos membership program. The organization is led by Festival Director Paloma Gómez Marín, supported by approximately 9 full-time staff and a cumulative volunteer base of more than 6,000 across editions.

Name

Open House Madrid

Legal name

CULTURE CARE

Website

https://openhousemadrid.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Open House Madrid, operated by CULTURE CARE, is an annual international architecture festival that opens 100+ normally inaccessible buildings, architecture studios, and themed routes across Madrid each September, serving the general public, architecture enthusiasts, and tourists free of charge, funded through institutional grants, corporate sponsorships, and a €3 registration management fee.

Ownership category

akta.pro rank

Product category

Architecture Festival / Cultural Events

NAICS

Historical Sites (71212)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Iconic Architecture & Signature Buildings (Cathedrals, Palaces, Castles) (THAJACAE)

Keywords

• Architecture festival
• Building visits
• Cultural events
• Urban heritage
• Architecture tours

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Festival activities (free with management fee): The vast majority of festival activities — visits to buildings, architecture studies, outdoor routes, talks, and workshops — are offered free of charge. A €3 (incl. VAT) management fee per spot is applied to activities that require advance registration to cover the cost of the registration system and customer service. Non-free activities, if any, are communicated explicitly during registration.
2. Corporate sponsorship: Open House Madrid generates revenue through corporate sponsorship arrangements. Sponsors (e.g., El Corte Inglés/Ámbito Cultural, Coca-Cola, Iberia, Samsung, Gilmar, Simon, Bloomberg Connects, Arquitectura Viva, Diario Design, Diseño Interior, Exterior Plus) gain visibility through the festival program, website, newsletter, and on-site activations. Sponsorship income supports the operational costs of the festival.
3. Institutional support and grants: The festival receives financial and in-kind support from public institutions including the Ministry of Housing and Urban Agenda (Ministerio de Vivienda y Agenda Urbana), the Community of Madrid (Consejería de Turismo, Cultura y Deporte), and the Madrid City Council (concejalías de Urbanismo, Medio Ambiente y Movilidad, and Cultura, Turismo y Deporte). This institutional backing constitutes a significant revenue stream for the non-profit organization.
4. Membership program (Amigos de Open House Madrid): Open House Madrid offers a 'Amigos' (friends/members) program through which individuals can support the festival and receive benefits such as priority access or exclusive experiences at the next edition.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Open House Madrid is an annual international architecture festival that provides free public access to approximately 100+ normally inaccessible buildings and 30+ architecture studios across Madrid, complemented by themed walking itineraries, talks, workshops, and exhibitions. The festival is operated by CULTURE CARE and held once per year, most recently September 25-28, 2025 under the theme "Madrid se sale". Supporting offerings include multilingual audioguides in five languages and the annual Premios Ciudad awards recognizing urban design, sustainable mobility, and architectural innovation.

Product overview

Open House Madrid is an annual international architecture festival operated by CULTURE CARE that offers free access to typically inaccessible buildings across Madrid. The core product consists of building visits (over 100 spaces), architecture study tours (30+ firms), and themed walking itineraries. Supporting offerings include multilingual audioguides, talks, workshops, exhibitions, and the annual Premios Ciudad awards. The festival also produces the 'Edificios de Madrid' video microseries. Visitor experience is enhanced by over 1,100 trained volunteers, and a Friends/Amigos membership provides premium benefits. The festival operates primarily in September annually, with the 11th edition taking place September 25-28, 2025 under the theme 'Madrid se sale'.

Differentiator

Problem solved

Functional benefit

Products and services

• Building Visits Free guided and self-guided visits to approximately 100+ typically inaccessible buildings per edition, including iconic landmarks, architectural gems, government buildings, corporate headquarters, and private residences across Madrid. Open to the general public, architecture enthusiasts, families, students, and tourists.
• Architecture Studio Tours Free access to 30+ architecture firm offices per edition where visitors can experience the creative process and view ongoing projects firsthand. Targeted at citizens, students, and architecture enthusiasts.
• Thematic Routes and Itineraries Curated walking routes grouping multiple buildings under themes such as sustainability, industrial architecture, palaces, skyscrapers, and film locations. Designed for general public visitors, tourists, and architecture enthusiasts seeking structured explorations of Madrid.
• Premios Ciudad Awards Annual urban design and architecture awards recognizing projects promoting inclusive and sustainable urbanism. Categories include Urban Design, Mobility Proposal, Sustainable Architecture, and Young Talent. Targets municipalities, architecture firms, and young professionals.
• Edificios de Madrid Microseries Docuflash video microseries in which renowned architects explain unique details of Madrid's most inaccessible and iconic buildings. Distributed on YouTube as a year-round educational content product for the general public and architecture enthusiasts.
• Amigos de Open House Madrid Membership Paid membership program offering exclusive benefits including priority access and exclusive experiences at the next festival edition. Targeted at individual supporters of the festival.
• Talks and Conferences Expert-led presentations and discussions on architecture, urbanism, and city transformation included as part of the annual festival program. Open to festival attendees.
• Workshops Hands-on educational activities for various age groups focused on architecture and design, included as part of the annual festival program. Targeted at families, students, and lifelong learners.

Quantifiable outcome

• More than 50,000 visitors per edition
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Ministerio de Vivienda y Agenda Urbana (Ministry of Housing and Urban Agenda)coreStrategic or Co-development PartnerThe Ministry of Housing and Urban Agenda is a key institutional supporter of Open House Madrid, providing governmental backing and lending official gravitas to the festival. Its support enables the opening of public buildings and reinforces the festival's civic mission.
• Comunidad de Madrid (Consejería de Turismo, Cultura y Deporte)coreStrategic or Co-development PartnerThe Community of Madrid, through its Tourism, Culture and Sports department, provides institutional support and funding for the festival. It also facilitates the inclusion of municipalities outside Madrid city, such as Loeches and Nuevo Baztán in the southeast region.
• Ayuntamiento de Madrid (City Council of Madrid)coreStrategic or Co-development PartnerThe Madrid City Council, through the urban planning, environment, mobility, culture, tourism, and sports departments, provides institutional support and funding. The council also features prominently in the festival's awards (Premios Ciudad) and urban regeneration programming.
• Ámbito Cultural de El Corte InglésmajorGTM or Marketing PartnerEl Corte Inglés, through its Ámbito Cultural division, is a sponsor and partner of Open House Madrid, contributing to the promotion of cultural programming in Madrid and gaining visibility through the festival's extensive media and community reach.
• Bloomberg ConnectsmajorGTM or Marketing PartnerBloomberg Connects is a sponsor of Open House Madrid, providing cross-platform media visibility and aligning its brand with high-quality cultural programming in architecture and urban development.
• Coca-ColamajorGTM or Marketing PartnerCoca-Cola is a corporate sponsor of the Open House Madrid festival, supporting the event in exchange for brand visibility and association with a major cultural initiative in Madrid.
• IberiamajorGTM or Marketing PartnerIberia is a sponsor of Open House Madrid and has collaborated on specific activations, including hosting the VII Premios Ciudad ceremony at its showroom and co-sponsoring the 'Iberia Futuro Talento' award category for young architects.
• SamsungmajorGTM or Marketing PartnerSamsung is a corporate sponsor of Open House Madrid, supporting the festival's mission to democratize access to architecture and gain brand visibility among a large, culturally engaged audience.
• GilmarminorGTM or Marketing PartnerGilmar, a real estate company, sponsors Open House Madrid and uses the partnership to promote its real estate offices in Madrid. The company also offers special promotions to festival visitors.
• Simon ElectricminorGTM or Marketing PartnerSimon Electric, an electrical equipment manufacturer, sponsors Open House Madrid and gains visibility through the festival's marketing channels and on-site presence.
• Arquitectura VivaminorGTM or Marketing PartnerArquitectura Viva, a leading Spanish architecture publication, is a media partner and sponsor of Open House Madrid, providing editorial coverage and brand association with Spain's premier architecture festival.
• Exterior PlusminorGTM or Marketing PartnerExterior Plus is a sponsor of Open House Madrid, aligning its brand with cultural programming and architecture in Madrid.
• Diario DesignminorGTM or Marketing PartnerDiario Design is a media partner of Open House Madrid, providing editorial coverage and brand association through its design-focused publication.
• Diseño InteriorminorGTM or Marketing PartnerDiseño Interior is a media partner of Open House Madrid, covering the festival and providing editorial visibility for the event and its sponsors.
• Universidad Francisco de VitoriaminorStrategic or Co-development PartnerThe Universidad Francisco de Vitoria provides student volunteer guides for Open House Madrid. The university's architecture students participate as trained guides at building visits, deepening the educational mission of the festival.
• Open House WorldwidecoreStrategic or Co-development PartnerOpen House Madrid is the Madrid franchise of Open House Worldwide, a global network of architecture festivals operating in 50+ cities worldwide. The global network provides brand recognition, cross-promotional opportunities, and shared best practices across the network.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Doors Open Toronto: Annual architecture and heritage open-doors event in Toronto sharing the same core concept: free public access to normally closed buildings during a single weekend. Comparable in visitor scale, volunteer-driven model, and partnership with municipal institutions.
• Open House New York: Sister-city Open House festival in New York, operating the same annual open-buildings model with volunteer guides and free access to architecturally significant sites. Directly comparable in format, scale ambition, and stakeholder mix (sponsors, institutions, volunteers).
• Open House London: The original and largest Open House festival worldwide; same core concept (free public access to normally closed buildings, volunteer-led visits, annual weekend model). London is the operational template Madrid follows, making it the most directly comparable peer in terms of program design and stakeholder model.
• European Heritage Days: Pan-European initiative coordinated by the Council of Europe and European Commission, giving public access to thousands of historic sites annually across 50+ countries. Comparable in mission (democratizing access to cultural heritage), annual-event format, and institutional partnership model.
• Concéntrico: International festival of architecture and design held annually in Logroño, Spain. Comparable as a Spanish architecture festival with similar curatorial ambitions, public-space interventions, and institutional backing, though more design-installations-focused than open-buildings-focused.
• Open House Worldwide: Global umbrella network for Open House festivals across 50+ cities. Open House Madrid operates as a franchise within this network, sharing brand, methodology, and cross-promotion infrastructure. Directly comparable as the parent and peer-of-peers organization.

Broad incumbents

• Chicago Architecture Biennial: Largest architecture exhibition in North America, held biennially in Chicago. Comparable as a marquee cultural-architecture event drawing public attention, sponsors, and institutional support, though more curatorial/exhibition-driven than access-driven.
• Salone del Mobile.Milano: Milan's annual design week, the largest furniture and design trade fair globally. Comparable as a high-traffic annual cultural/design event that combines public access, sponsor activations, and institutional partnerships in a single city, though commercial and trade-focused rather than architecture/heritage-focused.
• Venice Architecture Biennale: Prestigious global architecture exhibition held biennially at the Venice Arsenale and Giardini. Comparable as a high-profile international architecture event with institutional and sponsor backing, though operates at a vastly larger scale and is exhibition-focused rather than access-focused.

Regional players

• Semana de la Arquitectura (COAM): Annual Architecture Week organized by the Madrid Official College of Architects (COAM). Operates in the same city and overlaps with Open House Madrid's mission of making architecture accessible, but is curated/professional rather than open-buildings-focused and runs at a different time of year.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCXTZkEF_gOaLO3MqaIjbgWg
• Facebookfacebook.com/openhousemadrid
• LinkedInlinkedin.com/company/open-house-madrid
• Instagraminstagram.com/openhousemadrid

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Open House Madrid