While Rubio has been making educational books for Spanish schoolchildren for the last 60 years, the concept store diverges from its history to focus on a more futuristic vision for the brand. The different environments in the store each use technology to inspire interaction, such as a neon ‘tunnel of colour’ that takes visitors through the history of the brand and a ‘time machine’ with augmented reality goggles.
The store also encourages visitors to learn as well as play; they can improve their handwriting with a methacrylate board, work on their mathematics skills, and learn more about Rubio's past. ‘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, the company's CEO.
As the digital world transforms the way young people interact with books, Rubio demonstrates how book stores can embrace technology and become a place for both education and play.