Inside Rivian’s Immersive New Brand Space in New York

Rivian has reimagined its East Coast retail space into something entirely new: the Rivian Concept Experience, now open in NYC’s Meatpacking District. Located beneath the High Line, this redesigned venue ditches the traditional showroom feel in favor of a warm, immersive space that tells stories of adventure, exploration, and the Rivian lifestyle.

Instead of bright lights and sales desks, visitors will find big plants, cozy seating, custom-built displays, and a rotating theme—starting with “The Adventure Within Us.” There’s a coffee bar, space for three vehicles, and interactive exhibits featuring Rivian owners. The company plans regular invite-only events and community programming to make the space a true neighborhood hub.

Rivian’s VP of Marketing, Denise Cherry, told Wallpaper* that the goal was to move beyond car sales and offer a tactile, story-driven experience—especially with new models like the R2 and R3 on the horizon. While you can’t buy a vehicle on-site due to state laws, test drives and future experiential drives are in the works.

It’s a thoughtful, community-first approach to brand-building—and one that may reshape how EVs are introduced in urban spaces.

Original reporting by Jonathan Bell for Wallpaper*.