Executive Team


Thelma Muro-Dittes

Principal & Founder

Thelma Muro-Dittes is an Architecture graduate with 25 years of experience in the world of real estate development, encompassing all aspects of Architectural Design and a comprehensive understanding of the building process. As a Project Director and Senior Designer, Thelma leads large-scale international development efforts. Thelma’s coordination on complex large-scale projects has guided many clients through the difficult understanding of the full scope of design and construction issues.

Thelma’s experience includes Themed Environments, Entertainments Venues, Hospitality, Retail, Commercial, Transportation, Civic, Medical, Education, Multi-Family Residential and Public/Private Development Ventures.

Thelma has worked at some of the most prestigious architecture and engineering teams in the U.S., including Ellerbe Becket, HNTB, and Gensler, as well as leading innovative Public-Private Development teams, while at Civic Partners, in Newport Beach CA.

Her theme park experience includes projects with Warner Bros., Universal Parks & Resorts, Paramount Parks, OCT Parks, and Everfashion Entertainment, with prominent projects such as Resorts World Sentosa, Paramount Park, Murcia Spain, San Diego Convention Center, Floraland II, OCT Hike, Soul University Hospital, North Hollywood Metro Station, Vista Village, among others.

Her Bachelor of Architecture degree from California State University, Pomona included International studies in France, at the Sorbonne University of Paris; In Italy, at the Poly-Technical University of Milan; In Greece at the Poly-Technical University of Athens; and in Mexico at the Ibero-American University in Mexico City.

She has served on the Program Committee of the Urban Land Institute of Orange County, is an active member of the Themed Entertainment Association, and the American Institute of Architects. In her spare time, Thelma donates her time to several charitable organizations in Orange County, CA. She is a recipient of The President’s Volunteer Service Award for her contribution to the construction of The Village of Hope.

Thelma speaks English and Spanish.


Alex Mayans

Principal & Senior Creative

Born in the Netherlands, Alex is an internationally celebrated design professional with over 20 years of experience as art director and creative director. Since 2008, Alex is the Head of Art Direction at Thelma & Boom and also oversees the Thelma & Boom Madrid office.

Alex started his career at Young & Rubicam Madrid in 1989. After 4 years, he moved to Los Angeles, where he lived for 8 years and worked for several agencies including MVBMS/Euro RSGC (New York). In the year 2000 Alex moved back to Spain to work for McCann Erickson Madrid, as Head of Art Direction and Senior Creative Director.

During his career, Alex has worked with countless high-profile clients in both the theming and entertainment industry such as Paramount, Disney, Universal, and has generated branding and marketing solutions for countless high-profile clients such as Coca-Cola, Nintendo, Mercedes-Benz, Banco Santander, Telefonica, Greenpeace and United Nations, among others.

Alex’s experience is unique as it is the product of real world advertising experience with a keen understanding of the world of leisure and entertainment development. The result are products that both reflect the client’s vision and effectively engage the target audience.

Alejandro’s work has been recognized in many international advertising festivals such as Clio, Epica, FIAP, EuroBest, New York Festivals and others. In addition to his own accolades, Alejandro has served as a juror for various festivals and presents advertising and graphic design related lectures at numerous private Universities in Madrid. Alex’s work has been recognized in publications such as Lüerzer’s Archive, Creativity Magazine, Graphis, American Corporate Identity, and others.

Alejandro holds a Bachelor in Advertising and Public Relations from the University of Madrid and Graphic Design and a Degree in Visual Communication at UCLA, Los Angeles.

Alex speaks English, Spanish, and Dutch.


Juan Mayans-Boom

Principal & CEO

Juan Mayans-Boom is a marketing expert that has launched and lead numerous endeavors in a diverse range of industries. In addition to setting the strategy and vision for Thelma & Boom, Juan is responsible for identifying and integrating the cultural, ecological, social and economic capital available to our projects. A key aspect of the pre-concept analysis and design of any successful development, these assets are incorporated into the initial phases and direction of Thelma Boom’s projects to maximize market viability. Juan is also responsible for Thelma & Boom’s communication and visualization work.

Juan’s experience in the Architecture and Engineering world began as Northwest Region New Media Manager for Parson’s Brinkerhoff, in the early nineties, where he developed a mapping visualization tool – an early precursor of Google Maps – that positioned Parsons Brinckerhoff as the “go-to” outfit for complex visualization needs in the industry. After leaving Parsons Brinckerhoff, Juan developed a Virtual Reality system for military and law enforcement applications.

Juan also published Persona Magazine in Seattle, Washington – the first Hispanic magazine for English speaking audiences; founded Pi Factor, a marketing agency that provided Mexican State Governorships with public relations and strategies ; and he served as Liaison with the Spanish Government and Interim CEO for the Hispanic American Heroes Series, a non-profit organization that promoted the relations between American grass root movements including the Sons of the American Revolution (SAR) and the Daughters of the American Revolution (DAR), and the Spanish Government.

Juan served as a Green Beret in the Spanish Army as part of the Special Operations Group 12, in 1990. He has also served on several Boards of Directors including the Washington State Hispanic Chamber of Commerce, KidsQuest Children’s’ Museum and the North Seattle Community College Foundation. He has also served on the Executive Council of the California State Fullerton School of Business and Economics and as an Associate Member of the American Institute of Architects (AIA) and the Theming Entertainment Association (TEA).

Juan speaks English, Spanish and Dutch.