Curro and his passion: Tiny Heaven

A personal project of the graphic and product designer and illustrator Curro Rubira, who has changed the world of advertising agencies and selling other people's things, by doing the same things to his liking: "Drawings and things done in my tiny sky.

For Diminuto Cielo the fun is in the variation and each product is a new challenge. The best part is in the idea, in the process of creation, in knowing and collaborating with different people, trying different materials: wood, ceramics, resin...

Creating objects from scratch or reinventing them from our obsessions and quirks is the basis of Tiny Heaven... Long live the difference!

About Curro Rubira

Curro Rubira has dedicated a large part of his professional career to advertising. A profession that he has always loved, even though he has always considered himself a designer. 

In fact, that's how it started, and one of its teachers was the great Oscar Mariné. Just as he confesses to us, that stage marked him, and for that reason and after some time he has wanted to return to his essence, to design, and has chosen to create his own brand: Diminuto Cielo.

Through it he creates his charismatic fortune cats, as well as other elements made with his own hands and that delight those who acquire them. Pay attention to her name because it will make you talk. Stay tuned!


When did you decide to become an entrepreneur?

I've given up on being a publicist. It's a sector that no longer interests me. My first idea was: I want to design objects, create them from scratch, and I also want to draw freely. But to be able to do what I want, when I want and where I want, the project must be economically viable. Diminuto Cielo is about doing things that I like and that I like.

What have been your main influences in creating your different businesses?

I come from the online world. As a digital creative director I have seen the last few years how ecommerce has grown and the appearance of small viable brands, with handcrafted or not, but creative and quality products. It's a formula that allows a lifestyle that is closer to what I want now.

Why did you decide to call your brand "Tiny Heaven"?

In 2005 the Madrid bookstore and publishing house Pantha Rei published my first book which I called "Diminuto Cielo". Diminuto Cielo is also that physical and mental place where you don't know where work ends and enjoyment begins.

What was the motive for redesigning such an iconic piece as the Chinese Lucky Cats?

Preferably the objects have to tell a story and the lucky cat has it to spare. It is loaded with a strong symbolism rooted in Japanese culture, which the superstitious Chinese have taken it upon themselves to popularize as talismans to attract luck. The lucky cat is present all over the world, attracting and amusing, but it is associated with the trinket store fetish.

What would a designer do with such an object to adapt it to the Western consumer, as if it were an ugly old-fashioned logo?

This challenge is the motive. Simplify it first, choose a fun palette of colors and sort them according to the luck they attract. The final object definitely works: it's beautiful, you choose the color by discussing whether it matches the color of the sofa or simply because it attracts money or happiness or love. It is, in short, a fun object that everyone likes. Mission accomplished.

Despite living in an absolutely digitalized world, do you think we are living in Welcome Back to Tangible Objects?

It is true that houses are emptying of magazines and books, but we have been and are collectors. We need to recognize ourselves in physical objects, we need to keep in mind our memories, our travels and our tastes. We need to let what surrounds us tell our story, to make it easier to see how we are, to warn, to warn, to clarify so that we don't have to explain ourselves over and over again. That is why it is so important that one has his place and in it his things that are his life.

Designers of all times whom you admire

There are many, but I would highlight Stefan Sagmeister who is a talented guy, who always does things with a powerful idea behind him and very intelligent. Every 7 years he takes a sabbatical, recycles and comes back to work.

What are you working on right now? What are you up to?

I am finishing a ceramic vase within the "Serie Humo", the "Varrón Humo" and the following pieces also in ceramic for this collection.

What is happiness for you?

Happiness is a big word. Happiness is always a difficult balance. To be able to enjoy what I am passionate about, to reach that Tiny Heaven, is the goal, but that path must be walked without neglecting the people around you and who love you.

What are the advantages and disadvantages of setting up your own business?

Freedom is an advantage, I and I alone decide what pieces I want to make. The disadvantage is that you can no longer dedicate yourself only to the creative and production process, many other things to do take hours.

Do you think that being an entrepreneur should be encouraged in these times?

I think that there are many people undertaking, the good thing about the crisis is that it has made many people take action. What's missing is a breeding ground that allows these seeds to grow. To be autonomous in Spain is brave.

Projects for the future

Tiny Heaven has only just begun. The fun is in the variation and each product is a new challenge. The best part is how to get the idea, but also to try new materials, collaborate with craftsmen and above all draw a lot.

Would you say you're at your best?

Now is always the best time.