Masquespacio’s Incredible Cuadernos Rubios Store in Valencia

Masquespacio’s Incredible Cuadernos Rubios Store in Valencia ⇒  Masquespacio is an award-winning creative consultancy created in 2010 by Ana Milena Hernández Palacios and Christophe Penasse. Combining the 2 disciplines of their founders, interior design and marketing, the Spanish design agency creates custom-made branding and interior projects through a unique approach that results in fresh and innovative concepts.


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Credits: Luis Beltran and Masquespacio


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.


Credits: Luis Beltran and Masquespacio


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.


Credits: Luis Beltran and Masquespacio


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 is full of surprises for the younger visitors.


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Credits: Luis Beltran and Masquespacio


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.


Credits: Luis Beltran and Masquespacio


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.


Credits: Luis Beltran and Masquespacio


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