Rivian Transforms Austin Space into “Electric Roadhouse” for SXSW 2025

If you stopped by the Rivian Space in Austin this week, you might have been met with a locked door and a sign explaining why—Rivian is in the middle of transforming the space into the Electric Roadhouse for SXSW, which kicks off on Friday, March 7th. Reddit user u/GurCurrent8732 was one of the first to spot the closure, confirming that Rivian’s Austin location is getting a full makeover for the festival.

This all ties into Rivian’s two-year exclusive sponsorship with SXSW, which was announced back in December. As part of the deal, Rivian is going big for 2025’s event. RJ Scaringe will be taking the stage for a keynote, and the Electric Roadhouse will showcase some of Rivian’s most talked-about vehicles, including the R2 and R3.

Also making an appearance is the California Dune edition of the R1, which gives a fresh take on Rivian’s flagship. But the most unexpected addition? A brand-new Rivian Commercial Van built for Ben & Jerry’s, which will be on-site with ice cream.

With SXSW drawing massive crowds from around the world, Rivian is clearly using this opportunity to make a statement.

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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