A New Concept in Retail Experience: Rivian and the Redefinition of Showrooms
In New York City’s Meatpacking District, Rivian has introduced a new retail experience that breaks away from the traditional car showroom model. The experience aims to transform the retail environment. It does so by fostering deeper customer engagement and strengthening the brand identity.
Expanding Rivian’s Concept of “Spaces”
This new experience takes Rivian’s “Spaces” concept to the next level. Instead of relying on conventional showrooms to display their electric trucks, Rivian has created a more interactive environment. Visitors now have the opportunity to connect with the vehicles in a more meaningful and immersive way. This goes far beyond the typical static display setting.
Opening in New York: A Strategic Move Toward Expansion
In 2023, Rivian launched this experience, marking its debut on the U.S. East Coast. It followed the company’s first “Rivian Space” in Venice, California. This expansion strategy signals the company’s move into new markets. Consequently, Rivian transformed a 5,000-square-foot location on 10th Avenue into its first-ever “conceptual experience.”
Redesigning the Space: Creating an Interactive Environment
The location underwent a complete redesign to encourage greater interaction with visitors. The goal was to make guests feel fully immersed in the experience. This space goes beyond just showcasing vehicles; it also offers activities and exhibitions. These further enhance engagement with the Rivian brand.
Rivian’s Strategy for a More Interactive Retail Experience
In an interview with Wallpaper magazine, Rivian’s Vice President of Marketing, Denise Cherry, discussed the company’s new store and its vision for evolving retail environments. Cherry explained that the company spent an entire year observing how customers interacted with the space. They discovered that many visitors were unfamiliar with the brand.
Transforming the Experience: From Traditional Showroom to Interactive Space
“We spent a lot of time thinking about how to approach this space,” Cherry said. “We decided to make it more immersive and engaging for customers, rather than a conventional car showroom.” This direction reflects Rivian’s strategy to build deeper relationships with customers. It moves away from the mechanical nature of traditional vehicle purchases.
New and Unique Models from Rivian
Currently, Rivian offers two main models: the all-electric R1T truck and the full-size R1S SUV, both now in their second generation. However, the company is not limited to these core models. Occasionally, Rivian releases special editions and offers custom-designed accessories—such as a portable kitchen and a rooftop tent for the R1S.
Expanding into Global Markets: Future Challenges
Rivian is planning to launch new models soon, starting with the more city-friendly R2. After this, the sportier R3, designed with European markets in mind, will follow. Yet despite these ambitions, the company’s biggest hurdle remains tariffs—an obstacle that may hinder its ability to reach broader international markets.
Rivian’s Largest Markets and Future Goals
Currently, Rivian’s largest market is Southern California, followed by New York City and the state of New York. This geographic spread highlights the company’s engagement with diverse U.S. markets. Both California and New York serve as key hubs for electric vehicle adoption.
Rivian’s Background and Design Strategy
Denise Cherry, Rivian’s Vice President of Marketing, has been with the team for nearly six years. She started before the R1 models were available for sale. With a solid background in retail design and development, Cherry has played a pivotal role in shaping Rivian’s brand identity. She emphasizes that the core design goal is to create spaces that reflect Rivian’s modern philosophy. This involves family adventure vehicles that can go anywhere and do anything.
Adventure-Focused Experience: “Adventure Is Inside Us”
The main theme for the first year of the new store’s opening was “Adventure Is Inside Us.” This theme celebrated the possibilities the vehicle offers. It embodies the spirit of freedom and exploration that Rivian promises. The goal is not only to showcase products but also to convey the sense of adventure customers can experience with the brand.
Looking Ahead: New Models and Rivian’s Ambitions
Plans are already in place for the next two years, with a strong focus on the launch of the R2 next year. This smaller, more city-friendly model aims to attract new customer segments.
Manufacturing Location: Built in Normal, Illinois
All Rivian vehicles are manufactured at the company’s plant in Normal, Illinois. This ensures that Rivian oversees the entire production process in a dedicated facility that adheres to the highest quality standards.
Redesigning the Rivian Conceptual Experience to Be More Interactive
Hidden beneath the previous charging line in New York City, the new “Rivian Conceptual Experience” offers a warm and welcoming environment. This experience moves away from traditional car display methods. Instead of using harsh lighting to highlight a vehicle in a window, Cherry’s team decided to incorporate nature and cozy decor elements into the interior design.
Innovative Design and Interactive Space
Rivian replaced the traditional display approach with large-leafed plants, adding a natural touch to the space. Alongside the plants, large display cabinets, shelves, and kiosks highlight Rivian’s features and experiences. Informal seating arrangements, tables, and chairs are scattered throughout, creating a comfortable and open atmosphere. The design accommodates three vehicles, balancing product display with user comfort.
Interactive Content and Stories that Build Brand Identity
The display cabinets form the outer walls of a circular pavilion and contain interactive stories from Rivian’s brand ambassadors. This content includes books, images, and items that evoke discovery and adventure. By engaging the senses, this approach strengthens Rivian’s brand identity and invites visitors to connect more deeply with the brand’s values. Additionally, the on-site coffee bar adds a social and relaxed touch to the experience, offering a space for visitors to unwind.
Strengthening Connection with the Local Community
One of Rivian’s primary goals is to become an integral and active part of the local community. As Cherry, Rivian’s Vice President of Marketing, states: “We want to be part of the community.” To achieve this, the company plans to host exclusive events and special invitations. These efforts will activate the space weekly and boost customer engagement with the brand.
Family-Friendly Design and Kid-Friendly Space
The new store caters to all family members, encouraging children to interact and enjoy the experience. This concept reflects Rivian’s desire to create a dynamic environment that appeals to all ages. It emphasizes their goal of broadening their visitor base and making the store a place where everyone can engage.
Thoughtful Design: Luxury That Does Not Exceed the Boundaries of Welcome
Cherry adds: “Every space was meticulously designed, down to the last detail.” These designs were intentionally crafted to align with Rivian’s philosophy of creativity and quality. All store fixtures, from furniture to small details, are either custom-designed or carefully selected from vintage pieces chosen by the company. These choices aim to create a warm, welcoming environment—quite different from some luxury brands, which may evoke elitism or exclusivity.
Collaboration with Local Artisans to Enhance Identity
To reinforce the space’s local and innovative character, custom woodwork was created by “The New Motor” studio in Brooklyn, a local craftsmanship studio. Additionally, the creative agency “Pink Sparrow” designed the interactive elements in the store. This collaboration with local artisans adds a personal touch, enhancing the space’s local identity.
Sensory and Realistic Driving Experience
The presence of cars inside the store is indispensable. As Cherry explains, “Buying cars is a sensory experience; you want to feel them with your physical touch.” This statement highlights the importance of direct interaction with the vehicle. The driving experience is a fundamental part of the purchase process. While local laws may prevent the completion of a car purchase directly inside the showroom, Rivian allows visitors the opportunity to experience local test drives. Even if it’s within the stop-and-go traffic of Manhattan.
Immersive Driving Experiences
More importantly, the company aims to organize thrilling and immersive driving experiences. These take visitors on various routes within the state. As Cherry says, “If you don’t do that, you’re missing out on the possibilities these cars offer.” These experiences are designed to showcase the true capabilities of Rivian vehicles that might not be fully appreciated in traditional contexts. These drives give visitors the chance to experience the car’s endurance and innovation in diverse environments. This helps deepen their understanding of Rivian’s potential in a hands-on and direct way.
Ambition Beyond Traditional Design
No matter how Rivian vehicles are experienced, the ambition and philosophy behind these warm and stimulating spaces cannot be overlooked. These purposeful environments reflect Rivian’s commitment to providing an interactive and comprehensive experience. It goes beyond just selling cars, offering a deeper understanding of the vehicles’ advantages and how they fit into modern lifestyles.
