When it comes to design, few things are more exciting than something fresh, bold, and—well—new. And if you’ve ever stumbled upon a font with “Neue” in its name, you already know the word carries a certain creative edge. But here in ATÚA Midtown, Neue isn’t just a design term—it’s a destination.
“Neue” is German for “new.” It’s a word often used in design language (fonts like Neue Helvetica and Neue Montreal come to mind).
It’s also the name of one of ATÚA Midtown’s eclectic tenants—NEUE Design Store.
If you love all things fresh, bold, and beautifully designed, then say no-yeah to the ordinary—literally. “And just to set the record straight, and for those who are curious, it’s pronounced as “no-yeah,” said NEUE Design Store curator and owner Ralph Guibani, also known as “Guibs “.
But NEUE Design Store isn’t just a name, it’s a celebration of the new, the avant-garde, and the innovative. From blind boxes and art toys to comics created by local artists, to Saan Saan soy candles and Tiediet jackets, NEUE Design Store offers collections of curated products meant to excite the curious and creatives of Cebu City.
“I’ve always wanted to have a space where I can put all of my creative endeavors and interests together and somewhat find a way for them to blend in perfect harmony,” said Guibs. Influenced by his travels and exposure to the works of fellow artists and design concepts, Guibs sought to make a mark by introducing a new kind of space in the city. “Not seeing anything like it so far in Cebu, I decided to give it a shot and see how it goes.”
Guibs shares that since the store’s soft launch in September 2024, NEUE Design Store has become the hub for lovers of culture, artistry, and storytelling. “It has been great so far, and I am happy that the space has not only been a good opportunity to feature my brands and artwork but also a platform wherein other brands and artists can also call it their home,” said Guibs.
The idea of making a home for these different artistic works and brands is part of NEUE Design Store’s mission. Guibs envisioned a space, hoping to give other artists a platform to showcase their talents to the world—or, at least, to the Cebuano world.
“It is important for me to have a space wherein it caters to artists and brands like mine since it is never easy for independent creatives to put up something on their own,” he emphasizes. “This is exactly the same space I needed when I was starting out, and it is still the same space that I need and more today, and for other like-minded creatives as well. With this type of platform, we could all win together.
Guibs also notes of the positive feedback from shoppers and would-be store visitors alike. “It has since had a great reception and a good following online, and it has encouraged a lot of people to walk in and check out the store for themselves. This means a lot to me, especially since we now live in a time where the retail experience has become very convenient at the touch of our fingertips in the comfort of our own homes.”
But Guibs wants to mention that the NEUE Design Store’s got a lot of things to do and work on, which keeps him pushing forward with enthusiasm. “I look forward to its growth and to keep going as far as we all can.”
Guibs could have left the lore behind his store’s name on the surface level—a nod to the German word and its design-world connections. But he wanted something deeper, something more profound. So he gave NEUE a new identity, turning it into an acronym: Not Everyone’s Usual Essentials. More than just a name, it became the store’s motto, proudly displayed on its front window as a statement of its unique, curated approach.
“Coining an acronym or a tagline out of the four letters was the best way to put a new and ownable meaning to it without having to make an entirely new word. ‘Not everyone’s usual essentials’ was the best fit, and made the most sense when seeing everything inside the store without me having to explain anything about it. A lot of people mispronounce the store’s name, but to be honest I don’t mind as long as they know and understand what it is.”
Photography Kyrra Kho
