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*.

Jose Castillo Founder and Editor

Jose Castillo is the founder of RivianTrackr and has owned and driven Rivians since early in the brand's consumer history. He currently drives an R1S and an R2 in Florida and uses Universal Hands-Free every day. As a credentialed Rivian journalist, he has covered the R2 First Drive in Park City and SXSW firsthand and has spoken directly with Rivian's software and autonomy leadership.

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