Cuadernos Rubio by Masquespacio

All photos by  Luis Beltran .

All photos by Luis Beltran.


Led by Colombian interior designer Ana Milena Hernández and marketing director Christophe Penasse, Spanish design agency Masquespacio is known for its joyful, geometric spaces filled with eye-popping colors inspired by modern graphic design and 1970s interiors. Their unconventional, whimsical branding and interiors work has managed to revive many an age-old, traditional brand by means of immersive brand experiences and concept stores.

The studio’s latest project comprises the creation of a concept store for Cuadernos Rubio, a traditional Spanish brand that produces educational tools like text books and workbooks, resulting in a recreational and interactive experience center in the heart of Valencia, Spain.

Upon entrance, a spacious foyer and welcome counter flanked by bright yellow and blue neon signs guides visitors to the first retail area, exhibiting the brand’s math, writing and reading workbooks for children. As guests walk further into the shop, they journey through a ‘tunnel of color,’ where they are ultimately transported into the Rubio universe, a place of wonder and surprises for adults and kids alike.

Masquespacio alludes to the future of the Rubio brand through the use of neon and methacrylate signs in bold colors, combined with a pattern on the walls and floor that recalls the essence of the brand— blank sheets.

Each of Rubio’s workbook collections has its own designated area, encouraging interaction with visitors while delivering a beautiful, aesthetic display. Never a stranger to details, Masquespacio equipped the back of the rotating shelves in the mathematics area with blackboards to practice math problems— and nearby, a methacrylate board prompts the smallest guests to work on their handwriting skills.

Other surprises include a peep-hole in the shop window, a ‘time machine’ featuring augmented reality goggles, a spinning wheel that playfully explains the brand’s history, a speaker that tells tales, and even a projection room. Ultimately, the store connects its guests with the traditional Rubio experience, encouraging them to flip through workbooks and perform math problems, while also emphasizing the exciting future of the brand through the use of neon lights, bright colors and technology like tablets and 3D goggles.


Masquespacio is an award winning creative consultancy founded in 2010 by Ana Milena Hernández Palacios and Christophe Penasse. Combining the two founders’ disciplines, 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.

Address: Calle Roger de Lauria 11, pta 1, 46002 Valencia, Spain
Phone Number: +34 963 52 7756
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