Spanish book publisher RUBIO started over 60 years ago in the town of Valencia. The well-known publisher specializes in educational workbooks for school children, and is delighted to open a new store over 200m2, framed with bright yellow and blue neon in a space designed by award winning creative consultancy Masquespacio.

Ana Milena Hernández Palacios is the Creative Director at Masquespacio. Having grown up with the books published by RUBIO, she was excited to have an wide breadth of creative liberty in the design of the space. “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 colors 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,” she explains.

There is a strong interactive nature to the store space, encouraging engagement and discovery around the shop floor. The entrance is welcoming and spacious, guiding visitors towards counters for different book topics. There is a “tunnel of color”, a designated time machine with augmented reality goggles that helps readers discover more from RUBIO. There is even a projection room for younger visitors to be delighted and explore.

“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 endeavored to create the best possible display of their products,” describe the Masquespacio team. To encourage learning and creativity, much as their books do, the space has a peep-hole and encourages the future with tablets and 3D goggles.

The space is a joy for both the adults who grew up with RUBIO books, and the children discovering them now.


“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 RUBIO, 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.”

One of the fun features to keep the store interactive is the way the mathematics area even has a blackboard. To create the best possible way to display the store’s products, the back of the shelves in the mathematics area has blackboards to practice math concepts. One of the walls in the calligraphy section has a board to improve handwriting skills.


With so much attention to detail, it’s a lot of fun to see how the bookstore engages users for the bookstore experience as well as provided quality products.

To see more projects from Masquespacio, make sure to check out the directory listing page. Their unique and colorful style pops with design delight!

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