• MACAAL is independent, not-for-profit contemporary art museum dedicated to the promotion of African art, with diverse exhibition and education programmes. The museum nurtures an understanding of contemporary art from Africa through collecting and exhibiting established and emerging artists.

    The opening coincided with the first African edition of the celebrated contemporary art fair 1-54 in Marrakech. This timely collaboration between MACAAL and 1-54 created a moment of heightened international awareness, illuminating the creative energy and cultural diversity that is prominent across the continent of Africa.

  • 238
    Total print circulation
    Total online readership
    Total online and print circulation was over
  • Editorial Coverage Highlights

  • Editorial Coverage Highlights

  • "Marrakesh joins the art world map"

    New York Times International Edition, Scott Reyburn

  • "MACAAL opened in Marrakech to an eager international crowd, hungry for a taste of Africa’s growing contemporary art scene"

    Harper’s Bazar Art, Rebecca Anne Proctor

  • "A need to record disappearing cultures and question historical constructs runs through the exhibition."

    theguardian.com, Karin Andreasson

  • Audience Development

  • During the international launch weekend and their collaboration with Pelham, MACAAL received more than 2,000 visitors

  • Academic Stephanie Dieckvoss is publishing a paper in The Journal of  Visual Art Practice using MACAAL as “a case study in
    collecting & place-making”

  • Social Media Content Created

  • 989 views on Instagram

    873 views on Instagram

  • Content created by Pelham was shared by a number of industry influencers, highlights include:

  • Twitter: @Spectator_LIFE

    Followers: 126,129

    Retweets: 5

    Likes: 10

    Twitter: @frieze_magazine

    Followers: 261,992

    Retweets: 8

    Likes: 9

    Instagram: @bbc_culture

    Followers: 89,354

    Likes: 418

  • The Pelham team is very devoted and efficient! It is such a pleasure to work with them on a daily basis. More importantly, they have successfully managed to place MACAAL into the international art map thanks to their very powerful PR campaign. They were a great back up support and felt part of the MACAAL team. They always had our best interests at heart, and managed to connect us to many members of the international press. They also offered great advice on strategy, dates, events, and texts. I highly recommend working with them.


    Othman Lazraq, President, MACAAL, Museum of African Contemporary Art Al Maaden