The Automobile and Fashion Museum celebrates its 15th anniversary in Malaga with a commemorative documentary and new cultural projects

Today, the Museum of Automobile and Fashion (MAM) presented its main milestones regarding the present and future of the museum project at the Patio de Banderas of the Malaga City Hall, framed within the 15th anniversary of its arrival in the capital of Malaga. The event served to review the museum's trajectory, present new cultural and technological projects, and reaffirm its commitment to the city and the future of culture.

The presentation was attended by the councilor for Culture and Historical Heritage at the Malaga City Hall, Mariana Pineda; MAM's co-directors, Elvira Carrera and Mar González; and Guillermo Salcedo, founder and creative director of Tenkū Studio. A press conference that served to highlight the evolution of MAM as a cultural, innovative space committed to the city.

The councilor for Culture and Historical Heritage personally congratulated, on behalf of the Malaga City Hall, the Museum of Automobile and Fashion for its 15 years of cultural trajectory and at the same time expressed "our gratitude to the Magalhães family."

At the same time, the representative highlighted the "magnificent alliance that began in 2010 between the City Council and the collection itself. If we always have a great opportunity to visit the Tabacalera building and enjoy that great collection of classic cars and fashion pieces, now they take a step further and will offer new projects with great artists from Malaga."

"From the Department of Culture, the Malaga City Hall continues to extend its support for MAM to keep growing," confirmed Mariana Pineda.

The co-directors of the Museum of Automobile and Fashion of Malaga, Elvira Carrera and Mar González, reviewed the museum's trajectory since its opening in 2010, recalling its origins as an essentially analog institution and its progressive transformation towards a 21st-century museum. Both agreed that "technological innovation does not replace heritage, but amplifies it, makes it more accessible, and allows new forms of narrative and cultural experience."

15 years of history

One of the most significant moments of the press conference was the presentation of the teaser for the commemorative documentary 'MAM, 15 years of history', an audiovisual piece that traces the museum's trajectory from a deeply human and collective perspective. The documentary gives voice to representatives of the business, cultural, political, and social fabric of Malaga who have had and maintain a close relationship with the Museum of Automobile and Fashion, including the mayor of Malaga, Francisco de la Torre, as well as members of the Magalhães family, the founding team, the current museum team, and various cultural agents of the city.

This is a choral narrative that focuses not only on the evolution of the museum as an institution but also on its impact on the cultural life of Malaga and the emotional bond built with the city over these fifteen years.

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As part of this commemoration, MAM has also announced the presentation of a new book from its collection, a publication that comprehensively and carefully gathers the pieces that make up the museum.

Conceived with high artistic and editorial rigor, this publication offers a journey through the history of automobiles and fashion as a reflection of the social and cultural evolution of humanity. The book from the Museum of Automobile and Fashion of Malaga will be available very soon in the museum store, extending the visitor's experience beyond the exhibition halls.

Vanguard of technology

In this context, MAM has presented one of the most innovative projects in its recent history: a pioneering immersive video in the museum field, created by Guillermo Salcedo, founder and creative director of Tenkū Studio.

The piece combines small-format FPV drone flights, real sequence shots, 3D visual effects, and artificial intelligence, creating a new audiovisual language applied to cultural communication. The project proposes an immersive experience that tours the museum from within, integrating people, pieces, and historical context, and placing MAM at the forefront of technological innovation applied to culture.

Commitment to Malaga

The co-directors of the museum space also spoke on behalf of João Magalhães, son of the founder of MAM and current member of the family that owns the collection, who could not be present at the press conference to announce one of the most ambitious projects in the museum's life.

Mar González and Elvira Carrera emphasized the significance of this anniversary as a turning point. Therefore, they highlighted the family's intention to ensure the continuity and growth of the project, as well as their goal to continue strengthening ties with Malaga, "a city that hosts a unique collection internationally."

For this purpose, they noted that this 15th anniversary represents "a key moment to look back with pride and forward with responsibility," reiterating the family's commitment to Malaga.

As a future announcement, the co-directors of MAM advanced the transition towards the Magalhães Foundation, "a step that will reinforce its character as a cultural institution serving society, ensuring the conservation, study, and projection of the collection, as well as its permanence in Malaga."

The event concluded with a message of gratitude and commitment to the city, reaffirming the Museum of Automobile and Fashion's desire to continue growing alongside Malaga, actively contributing to its cultural identity and betting on a culture that connects memory, innovation, and future.