RUBIO by Masquespacio

Lauded past and expected future

Project Specs

Location:

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Appreciation towards Masquespacio for providing the following description:

 

概述|Introduction

—Masquespacio创意总监Ana Milena说:“我所与RUBIO建立的这种联系对我来说是至关重要的。在与他们合作之前,我就已经被他们的形象和美学所深深吸引住了。”
—Masquespacio设计的空间极具互动性的和未来美学风格,展现出这家著名出版社的已经延续了60年的精神本质。
—RUBIO店内整合了多样的环境氛围,让出版社的产品如书法作品、数学运算装置、成人读物等焕发生机。
—一个令人好奇的窥视洞口、一台时间机器、一个讲述出版社历史的轮盘、一条彩色隧道和一间放映室是项目中所包含的一系列惊喜之处。

—“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

▼店铺外观,shop exterior

 

背景|Background

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.

▼室内空间概览,interior view

 

项目介绍|Project Description

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

Masquespacio的创意总监表示,他们在创意过程中拥有非常大的自由度。Ana Milena继续解释道:“在联系我们时,RUBIO告诉我们希望商店能够将出版社辉煌的过去与希冀的未来融合在一起,我们也是如此操作的。借助于霓虹灯和色彩大胆的有机玻璃标识,我们为RUBIO打造了一个充满未来风格的形象,这些材料让我们能够在不脱离出版社本质的情况下穿越时间,塑造未来。整个空间借助于一种类似空白页的表面材料,呈现出RUBIO习题册的核心主题。”

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

RUBIO商店位于巴伦西亚市中心,这是RUBIO过去60年来一直所在的地方,200多平方米的室内空间全部由Masquespacio设计,塑造了一种由非常娱乐性和互动性组成元素构成的空间,吸引着顾客深入探索RUBIO的世界。从宽阔的入口开始,在明亮的黄色和蓝色霓虹灯标识下,顾客被大柜台引导着走向靠近培训班练习区的数学、写作和阅读习题册的区域。继续前行,顾客们可以到达“色彩隧道”,时光机引领顾客穿越RUBIO宇宙。从这里开始,更具冒险精神人可以继续前行抵达放映室。这是一个对年轻参观者来说充满惊喜的地方。

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

出版社的每一件产品都有属于自己的一角,商店的目的是随时与人们进行互动并尽可能以最佳方式展示产品。例如,数学区旋转架的背后是黑板,可以用来演算数学概念。旁边区域有一块有机玻璃板,来访者可以在这里练习书法。

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

在RUBIO店内,孩子和成人都能够发现许多有趣的空间与活动,例如商店橱窗中的奇特窥视洞口、配备有增强现实护目镜的时光机、展示出版社历史的转盘、讲故事的播放器、色彩隧道和放映室。这使得商店既可以通过传统的方式与顾客互动:阅读内部展示产品,操作数学运算装置和从窥视洞口向内看;也可充分利用数字时代的技术,通过使用平板电脑和3D护目镜进行新形式的互动。出版社首席执行官Enrique Rubio解释说:“我们努力确保顾客——习题册和书籍的使用者,无论他们是在RUBIO伴随着下成长的孩子还是成人,都能够与我们一同尽情享受这个空间。我们一直努力向大家表明我们是一个铭记过去、面对未来不断进化的多元化出版社。商店展现着我们的历史、现在的生活和将继续生活的地方,这就是我们迈向未来的方式。”

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

CREDITS
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
Contractor: INSCA
Mosaic tiles: VIDREPUR
Joints: KERAKOLL
Metal: SERVIMATIC AUTOMATISMOS, S.L.
Tiles 10X10: CINCA
Sink: BOING
Floor Paint: INTEMAN, S.A.
Walls & ceiling Paint: INDUSTRIAS QUIMICAS EUROCOLOR, S.A.
Methacrylite: ALTUGLASS
Signage: GRAVOPLAN
Furniture: Designed by Masquespacio, production Insca

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