When Patagonia wanted to expand their square footage in Reno, they sought a space that had architectural value, a prime location and a space with design promise. They certainly found the perfect spot that checked all three boxes. The former Hudson Motor Car Dealership located south of downtown offered 17,000 square feet to revive and make their own. To ready the space we sandblasted the exterior of the 1947 building to reveal its original brick, tended to the flooring to bring back its luster and removed an interior loft space so to open up the ceiling and expose the steel trusses. The result is an open, airy space that respects and celebrates the architectural elements of the original design while giving Patagonia a fresh retail venue.