A free and colourful aesthetic unites Rubio's books and Masquespacio's projects. The former for generations have accompanied the growth of young Spaniards; the latter is a creative agency that combines architecture and brand marketing, conceiving unitary projects in which image and space represent the vision of the client.

The new Rubio concept store in Valencia was born out of personal rather than work ties: “The connection that I’ve made with the 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,” says Ana Milena Hernández, co-founder of Masquespacio.

In a 200 square metre space, the Barcelona studio represents the history and future of the publishing house with bright colours, elementary shapes and simple patterns. The shop is divided in order to show the collections and the different souls of the company: from the large central space you can access the areas dedicated to reading, laboratories and its history.

Between analog and digital, the interaction of the user with the space is one of the central themes of the project: a peephole allows you to peek into the interior of the store, rotating shelves display the entire Rubio catalogue, augmented reality glasses serve as a “time machine” to tell its history. The interior is designed as a series of exercises that represent those that for 60 years have been exercising the mind of young Spaniards.