CASA FREY is the first Patagonia store in Patagonia, located in Bariloche, Rio Negro. The project was developed in the historic residence of Emilio Frey, a pioneer of the region, restoring along with the Patagonia team one of the last remaining constructions by Primo Capraro, an iconic architect of the area.

The proposal aimed to honor the cultural and natural legacy of Bariloche, positioning the store not only as a commercial space but as a gathering point for the community, where the narrative of Frey, the Patagonia brand, and the local identity coexist in harmony.

In this project, we were responsible for the creative direction and comprehensive development, working from conceptualization to final execution. We designed the store's identity and defined the narrative and communication strategy, ensuring that each decision aligned with Patagonia's values and Emilio Frey's legacy. We also supported coordination with the restoration and landscaping teams, creating a collaborative process that respected both the architectural history and the natural essence of Bariloche. Finally, we developed the communication and marketing around the opening, establishing CASA FREY as a space that connects community, nature, and cultural identity.

The result was a space that combines history, nature, and community, respecting the original architectural essence and projecting an identity consistent with Patagonia's values: authenticity, sustainability, and environmental commitment.