La Moraleja: a legacy of love for literature and other cultural activities. Text by Samantha G. Núñez

La Moraleja is an independent bookstore located in La Roma, Mexico City.  Between puns on words, the idea of creating a comfortable and striking space for readers inspired it. Like every business, La Moraleja was affected due to the pandemic. However, they managed to reinvent their concept and offer the traditional literary experience by combining it with the cultural project of Cine Tonalá, thus creating unique and exclusive workshops for the bookstore that help readers participate.

First, I am interested in knowing a little about you. Could you share the origin story of La Moraleja? Where does the name that is inherent to the knowledge acquired with any book come from?

The bookstore's name is a play on words reminiscent of the bookstore's founder; Alejandra Mora (since this space was Aleja's home: La Moraleja). In the 90s, she founded this space that was a mix between a bookstore and an antique store. Unfortunately, Ale passed away 4 years ago and for a long period the place was closed until her daughter Marcela Lugo, along with her partners Gina Jaramillo and Guillermina Fabre, came up with the idea of reopening the space but now focused on supporting independent publishers and emerging authors.

Continue reading the interview here