Piluca Hueso is the owner and creator of Rue Vintage 74, a unique off and online store where furniture and objects with a soul come to life. Together with her mother, she works every day to turn it into one of the most beautiful spaces to get lost in the city.
In Rue Vintage 74 you can find pieces that only they can choose and combine with such good taste. Its Instagram profile is the perfect showcase where every day they hang the novelties arriving in their shop from their multiple travels: France, England, Italy …
- HOW WAS THE BEGINNING OF YOUR PROFESSIONAL CAREER?
I worked for four years in the Marketing department of L’Oréal and Shiseido. My career in a multinational company did not last long because in 2010 I launched RV74.
- WHEN AND HOW WAS RUE VINTAGE 74 BORN?
It was born in 2010, as a 100% digital business. A small ecommerce with very little stock but a very different and very careful selection.
- WHAT WAS THE TURNING POINT IN THE HISTORY OF THE SHOP?
Going from being a digital business to opening our first showroom. It was never part of the strategy to open a physical store, but the physical leap allowed us to resize ourselves logistically, we gained a great display and storage capacity. At the same time, the fact that it is such a visual and attractive space had a big repercussion, and many more people began to know about us, the media became interested in the business model and everything together, speeded the brand’s growth rhythm. A few months later, we had to open the second showroom.
- WE IMAGINE THAT YOU ARE STILL DREAMING BIG, WHAT IS YOUR SHORTEST TERM DREAM? AND IN THE LONG TERM?
Internationalizing Rue Vintage 74 is a dream I hope imminent, but at a logistic level it is resisting due to the high cost of furniture transport. I imagine Rue Vintage 74 in many more homes, hotels, restaurants… also with our own collections. But, above all, I imagine myself being very happy with my job.
- WHAT INSPIRES YOU FOR BUYING? AND, WHEN IT COMES TO DECORATING?
At the time of buying there is a premise, and that is, that I am impressed by what I have before me; I start from quality, but the heart rules. If we want to impress our clients with very different and special pieces, that emotion begins with us.
- WHAT ROLE DOES YOUR MOTHER PLAY IN THE STORE? AND THE REST OF THE EMPLOYEES?
I am immensely lucky to have a small but solid team. We all believe in this dream and it is a luxury to be surrounded by such a passionate and enthusiastic team. I admire each of them and having them near in my daily life enriches me very much. My mother is my partner and she is a wise woman. She is the great pillar of Rue Vintage 74. We have a great feeling buying, we are very connected. She was the one who believed in this project from the first day, and although it was not in the script that she joined the team, she ended up leaving her job to come with me.
- WHAT DO YOU LIKE MOST ABOUT YOUR JOB? AND LEAST?
What I like most is buying and afterwards shaping it. Mixing periods and styles, and later telling about it through the photographs. It is a fascinating creation process. I’m bored with the much-needed analytical work. But we nurture from it to move forward and correct mistakes, so I’d better not even think about it.
- HOW DO YOU MANAGE TO RECONCILE YOUR PROFESSIONAL AND PERSONAL LIFE?
Honestly, it is complicated. I would be lying if I said otherwise. I have the slight feeling of not getting to everything I would like. Anyway, I am happy. I have found my balance thanks to the flexibility of my job; I can organize myself to look after my three children, although not as much as I would like to. Of course, at the cost of working from 21:00 to 00:00 every night of my life.
- DO YOU DISCONNECT FROM YOUR WORK AT ANY TIME? HOW DO YOU DO IT?
I don’t disconnect and I don’t mind. Actually, I like to think about work when I am on holiday; it’s a very peaceful period to organize ideas and see with perspective. Travelling and leaving Madrid helps me to break with work and I relax a lot.
- WHAT IS THE SECRET BEHIND THE SUCCESS OF RUE VINTAGE 74?
- WHAT ARE YOUR STAR PIECES?
Bed headboards, armchairs, damask napkins, dressers…
- WHAT ADVICE WOULD YOU GIVE OTHERS WHO, LIKE YOU, WANT TO SET UP THEIR OWN COMPANY?
You always have to see the glass full, be positive, enthusiastic, battle hard and love what you do. And I recommend always surrounding yourself with people supporting you emotionally, because starting up without emotional support is very hard.
- WHAT PROJECT WOULD YOU LIKE TO DECORATE WITH YOUR PIECES?
A hotel with soul, small and special. In my dreams I can see a Rue Vintage 74 hotel.
- MANY DIFFERENT PEOPLE VISIT YOUR SHOP, FROM DECORATORS, ARTISTS, NEWLYWEDS WITH WEDDING LISTSM GRANDMOTHERS, HOW CAN YOU MANAGE TO HAVE PIECES THAT APPEAL TO ALL AUDIENCES?
There is no strategy to have such a broad and different audience, but it is probably because mixing is our flag. We sell from XVIIIth century pieces to contemporary pieces. Besides, several generations make up our team, and this helps us not to lose the thread.
- DO YOU THINK INCREASINGLY MORE PEOPLE CHOOSE CRAFTSMANSHIP AND SPECIAL PIECES INSTEAD OF PRODUCTS MADE BY LARGE DISTRIBUTION CHAINS?
Any creative process or the fact that there is a story behind the piece adds value to it and involves an emotional part that mass production does not allow. We join this philosophy and bet for unique objects and furniture, with soul and history.
- WITH YOUR EXPERIENCE IN DECORATING SPACES, HOW DO YOU SEE THE NEW GENERATIONS? WHAT ARE THEIR TASTES AND WHAT DO THEY PRIORITIZE WHEN DECORATING?
Among our clients we can find many extremes, from very young people with an overwhelming sensitivity where functionality takes a back seat and beauty is the starting point, to others 100% functional whose mission is to find a solution in a very short term; this is where our prescription power plays a very important role because they come for us to help them solve their need. Social networks have greatly approached decoration to a very young audience; they now want to be involved and are excited just as they have done with fashion. I like them because they are not afraid and trust their opinion.
- AND ABOUT YOU, WE ALWAYS SEE YOU WITH THE PERFECT LOOK. HOW WOULD YOU DEFINE YOUR STYLE? WHAT ARE YOUR FETISH ACCESSORIES? FAVOURITE FASHION BRANDS?
I am very neutral, I don’t usually wear prints, I leave that prominence to accessories. Shon Mott is my leading brand; I like their colours and patterns. I like linen, cashmere, jeans and a blazer. Sneakers are my great allies.
- WHY DO YOU DECLARE YOURSELF A #LOVATLOVER? ANY FAVOURITE SCARF?
For their power to transform any look with their striking prints, for their wrapping textures. I want them all.
- WHAT CITY OR COUNTRY WOULD YOU LIKE TO RETURN TO AND WHY? AND WHICH ONE WOULD YOU LIKE TO KNOW?
I would return to Japan with time and to Chicago in summer. I’m travelling to Rwanda and Uganda tomorrow; I’m going to the jungle with the gorillas. I’m going to fulfil a dream.
- FAVOURITE ARTIST/ MUSEUM/ ART GALLERY:
Artist: I like Calder because his sculptures make you dream and play; they make you feel free and very much like a child. Museum: Art Institute of Chicago, the building itself is a jewel and the collection inside is very varied, from Hopper to the great impressionists. Gallery: I feel much identified with Mikel Alzueta’s selection in Barcelona.
- A HOTEL AND RESTAURANT TO REPEAT:
- AN ESSENTIAL BOOK:
I have just begun with “The Guernsey Literary and Potato Peel Pie Society”. It looks promising.
- A FILM YOU WOULD WATCH AGAIN:
“Capitan Fantastic”, a brilliant interpretation by Vigo Mortensen. It stops you in time; it’s a good reflection to think where we are going and what we want for the coming generations.
- ANY UNMISSABLE SERIES?
Oops! I’dont watch any series.