09-07-2019

Masquespacio, concept store for RUBIO in Valencia

Masquespacio - Ana Milena Hernandéz Palacios and Christophe Penasse,

Luis Beltran,

Valencia, Spain,

Store, Showroom,

Interior Design,

The Spanish interior design agency and consultancy Masquespacio, headed by Ana Milena Hernández and Christophe Penasse, has been commissioned to develop the first concept store for RUBIO, the famed publisher of educational workbooks that have been part of Spanish schoolchildren’s studies for the last 60 years.



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Masquespacio, concept store for RUBIO in Valencia The Spanish interior design agency and consultancy Masquespacio, headed by Ana Milena Hernández and Christophe Penasse, has been commissioned to develop the first concept store for RUBIO, the famed publisher of educational workbooks that have been part of Spanish schoolchildren’s studies for the last 60 years.


How is it possible to make a concept store for a publisher appealing in a world where everything seems to be digital, books are in the cloud and drawings are created on tablets rather than on paper? Ana Milena, director of Masquespacio explains: “For me, the connection that I’ve made with RUBIO and its CEO Enrique Rubio, who has a special affinity toward art, has been fundamental. In fact, I was already attracted to their image and aesthetics, including the brand colour code, long before meeting them.  Their design philosophy is very close to ours.”
That said, Masquespacio was given free reign to create an environment that would, on the one hand, bring out the best of the history of RUBIO - on the market for more than 60 years with its textbooks and the like, a fundamental reference in the life of Spanish students, and on the other... launch it into the future. A real journey through time without ever losing sight of the brand’s Visual Identity and that sense of fun that runs through all the projects by Ana Milena Hernández and Christophe Penasse. 
So the designers created a futuristic identity for RUBIO using neon methacrylate signs with bold colours that allow us to travel through time without losing the essence of the firm. People entering this more than 200-square metre store located in the centre of Valencia, Spain are encouraged to soak up the world of RUBIO. Starting with the spacious entrance, framed by bright yellow and blue neon signs, visitors are guided by a large counter towards the area of mathematics, writing and reading workbooks, close to the workshop training area. There are numerous spaces and activities to discover in this new RUBIO space for both children and adults, including the curious peep-hole in the shop window, a time machine with augmented reality glasses, a kind of roulette wheel that explains the publisher’s history, a speaker that tells tales, the tunnel of colour and the projection room. Each of the publisher’s collections has its own corner, where the store aims to encourage interaction with the public at all times and has endeavoured to create the best possible display of their products. This interaction occurs with analogue methods like writing out maths problems on blackboards or scribbling on methacrylate boards, as well as digital media like tablets and 3D glasses.
RUBIO is a store full of surprises, not just for young people but for adults too, and the space designed by Masquespacio with its pops of colours spreads a fun feeling and a desire to do things, stimulating anyone who enters to spend some time browsing books and accessories for writing.

Christiane Bürklein

Project: Masquespacio - https://masquespacio.com/en/
Locaton: Valencia, Spain
Year: 2019
Images: Luis Beltrán - https://www.luisbeltran.es/

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