Rivian transforms a historic theater into its flagship retail location

What do Rivian, the history of Hollywood, and coffee have in common? Very little as of writing, but they'll come together on December 9, 2023, when the brand opens its flagship retail space in an extensively renovated historic movie theater located in Laguna Beach, Calif.

Rivian purchased the South Coast Theater, which was inaugurated in 1935 as the New Lynn Theater, and spent several years restoring it with a major focus on originality. The 11,000-square-foot facility retains the lobby area, the marquee, the ticket booth, the proscenium arch, and the 129-seat theater area, among other features. The building was added to the National Register of Historic Places in March 2023.

Above all, the theater's mission is to sell trucks and SUVs; Rivian isn't pouring money into an old building merely to keep local residents entertained and to give motorists something pretty to look at as they drive by. Visitors will be able to check out the R1S and the R1T, get details such as pricing and specifications from sales personnel, and buy branded merchandise. Test drives will not be offered, however.