Community Management with Sara Atienza

DATE

27.10.2026

Students across the MArch programs have attended a session focused on building and managing digital and interactive communities within the contemporary architecture and design sector.

Taught by Sara Atienza, who explores the role of Community Management as a strategic engine for connecting professionals, projects, and ideas, the session served to highlight the value of this tool from a professional perspective. It addressed both the digital dimension and the impact of in-person interactions, demonstrating how a solid audience can transform a studio’s presence into an active hub for academic and professional collaboration.

Work in this field encompasses a comprehensive spectrum that goes far beyond simply publishing content. To this end, the session examined techniques for boosting projects across digital platforms, fostering a constructive dialogue with the audience, and projecting a consistent corporate identity. Likewise, emphasis was placed on the importance of making design processes transparent and addressing user perceptions to consolidate the firm’s credibility.

The program highlights how effective management of communication platforms opens the door to new business opportunities, institutional partnerships, and the dissemination of emerging trends. Students discover that media management, beyond handling commercial promotion, articulates an ongoing space for cultural exchange that ensures continuity in the dialogue surrounding contemporary living and design.

Sara Atienza is the Head of Communication for Fran Silvestre Arquitectos, MArch, and NIU Houses, and has been teaching at the MArch postgraduate school since 2018, as well as at other universities such as ESIC and online platforms like Asuntos Digitales. Her background combines solid training in Business Administration and Management with a Master’s degree in Financial and Tax Management and a Master’s degree in Marketing and Digital Management. Her profile stands out for her specialization in media relations management and executive production of photoshootings for international projects. Her experience brings a realistic and executive vision to the alignment between brand narrative and spatial production.