—“The connection that I have achieved with RUBIO has been fundamental for me. Prior to working with them, I was already attracted by their image and aesthetic,” says Ana Milena, Creative Director at Masquespacio
—Masquespacio has designed the space with a strong, interactive character and a futuristic aesthetic, simultaneously evoking the essence of the famed publisher, which has been building its history for over 60 years
—Different environments have been integrated into the RUBIO store to bring the firm’s collections to life, such as calligraphy, mathematical operations, books for adults, etc.
—A curious peep-hole, a time machine, a roulette telling the publisher’s history, a tunnel of colour and a projection room are but a few of the surprises that have been included in the project
Masquespacio是一家获得多次奖项的创意咨询公司，由Ana Milena Hernández Palacios和Christophe Penasse于2010年创办。通过结合创始人室内设计和市场的双重专业，这家西班牙机构通过他们与众不同的愿景打造着室内设计品牌和项目，形成了全新而富有创意的理念，在2019年，他们获得了西班牙版T杂志（《纽约时报》旗下时尚杂志）颁发的“年度设计师”奖。过去他们曾获得过AD España颁发的“Massimo Dutti New Values”奖项和美国Hospitality Design颁发的“Wave of the Future”奖项，同时他们也获得了设计、时尚和生活方式专业媒体的持续广泛认可。如今，他们的作品遍及世界各地，包括挪威、德国、法国、意大利和美国。RUBIO是60年前由Ramón Rubio创办的，是著名的教学习题册编辑出版社，其出版的习题册通过开发大脑机能来加强头脑可塑性，例如写作和数学。自成立以来，RUBIO已销售超过3亿本习题册，伴随着几代西班牙儿童度过了他们的校园时光。
Masquespacio is an award-winning creative consultancy created in 2010 by Ana Milena Hernández Palacios and Christophe Penasse. Combining the dual disciplines of their founders, interior design and marketing, the Spanish agency creates interior design brands and projects through their unique vision, resulting in fresh and innovative concepts. In 2019, they won the ‘Interior Designers of the Year’ award by the Spanish edition of T: The New York Times Style Magazine. Previously they also received the ‘Massimo Dutti New Values’ award from AD España and the ‘Wave of the Future’ award from Hospitality Design USA, along with ongoing recognition in specialised press on design, fashion and lifestyles. Today they work in numerous other countries including Norway, Germany, France, Italy and the US. RUBIO was created over 60 years ago by Ramón Rubio and is the editor of famous educational workbooks based on enhancing brain plasticity through the development of basic skills, such as writing and mathematics. Since it was founded, RUBIO has sold over 300 million workbooks, accompanying several generations of Spanish children through their school life.
由Ana Milena Hernández和Christophe Penasse引领的室内设计及咨询机构Masquespacio新近在巴伦西亚完成了一个重要的项目——为RUBIO设计了它的第一家概念店。RUBIO是一家著名的教学习题册出版社，在过去的60年里一直是西班牙学校孩子们学习生活的重要组成部分。在这个独特的项目中，Masquespacio巧妙地将RUBIO的精髓融入到旗舰店中，这归功于创意总监Ana Milena Hernández的敏感性，她很快就与出版社建立了情感联系。Ana Milena 解释说：“于我而言，我与RUBIO及其首席执行官Enrique Rubio之间建立的联系是非常重要的，他对艺术有着独特的喜好。事实上，早在见到他们之前，我就已经被他们的形象和美学包括品牌颜色所吸引。他们的设计理念与我们非常相似。”
The interior design agency and consultancy Masquespacio, headed by Ana Milena Hernández and Christophe Penasse, has just finished a significant project in Valencia with the debut of 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.This singular project has been one in which Masquespacio has skilfully infused the essence of RUBIO into its flagship store, largely thanks to the sensitivity of its Creative Director, Ana Milena Hernández, who quickly connected with the publisher. “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,” explains Ana Milena.
▼设计将出版社的精髓融入到旗舰店中，the design is skillfully infused the essence of RUBIO
The Creative Director of Masquespacio says that they had expansive liberty in the creative process, “When they contacted us, they told us that they wanted the store to blend the publisher’s lauded past with its expected future. And that’s just what we did. We have created a futuristic identity for RUBIO using neon and methacrylate signs with bold colours that allow us to travel through time without losing the essence of the firm. We managed to achieve this with the overwhelming sensation of being grounded by one of their workbooks, thanks to the coating that we have used throughout the store, using a material that resembles blank sheets,” explains Ana Milena.
▼霓虹灯、色彩大胆的有机玻璃标识以及类似于空白页的表面材料，neon, methacrylate signs with bold colours and coating resembling blank sheets
The RUBIO store, located in the centre of Valencia (C/ Sorní, Nº9), the city that RUBIO has called home for over 60 years, is over 200 m2 in size, all designed by Masquespacio with a very recreational and interactive component that invites visitors to delve into the RUBIO universe. 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. Further into the shop, we arrive at the so-called “tunnel of colour”, where a time machine guides visitors through the RUBIO universe. From here, the more adventurous sorts can go on to the projection room. A place full of surprises for the younger visitors.
▼内部大柜台，a large counter
▼靠近讲习班练习区的数学、写作和阅读习题册区域，the area of mathematics, writing and reading workbooks, close to the workshop training area
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. To wit, the back of the rotating shelves in the mathematics area are used as blackboards to practise mathematical concepts. Another area nearby has a methacrylate board that visitors can use to improve their handwriting.
▼数学区旋转架的背后是黑板，可以用来演算数学概念，the back of the rotating shelves in the mathematics area are used as blackboards to practise mathematical concepts
▼来访者可以在有机玻璃板上练习书法，there is a methacrylate board that visitors can use to improve their handwriting
▼出版社的每一件产品都有属于自己的一角，each of the publisher’s collections has its own corner
▼有机玻璃板，a methacrylate board
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 goggles, a roulette that explains the publisher’s history, a speaker that tells tales, the tunnel of colour and the projection room. This makes the store interactive for visitors both in the traditional way as they read the material, perform mathematics operations and look through the peep-hole, and also making the most of the digital era through the use of tablets and 3D goggles.“We have endeavoured to make sure that our audience, the audience for our workbooks and books, whether children or adults who have grown up with RUBIO, can enjoy it with us. We have sought to explain how we are a dynamic publisher open to the future and in constant evolution, but always remembering where we came from,” explains Enrique Rubio, CEO of the publisher, who adds, “In the end, our store tells our history, the life we lived and where we will continue to live. That is how we leap into the future.”
▼色彩隧道，tunnel of colour
▼放映室与时光机，projection room and time machine
▼展示出版社历史的转盘，a roulette that explains the publisher’s history
Client: RUBIO (https://cuadernos.rubio.net/)
Calle Sorní, Nº9 46004 Valencia (Spain)
Design: Masquespacio (http://www.masquespacio.com)
Photography: Luis Beltrán (http://www.luisbeltran.eu)
Surface: 200 m2
Opening: June 2019
Mosaic tiles: VIDREPUR
Metal: SERVIMATIC AUTOMATISMOS, S.L.
Tiles 10X10: CINCA
Floor Paint: INTEMAN, S.A.
Walls & ceiling Paint: INDUSTRIAS QUIMICAS EUROCOLOR, S.A.
Furniture: Designed by Masquespacio, production Insca