Like EVs inevitable dominance in the automotive industry, Rivian is getting closer to its December opening at the old Laguna Beach theater.
The former theater, 162 S. Coast Hwy, closed in 2015 after Regency Theaters finally gave up on the site, perhaps not surprisingly. The site needed a major facelift and had become an outdated movie experience. First built in 1934, the seats felt like the originals.
It sat empty until Rivian decided to make a statement. And it will be something.
The site will be Rivian’s 11th “spaces” location – the largest and the first in Orange County.
Catering to customers and non-customers alike, think of it as a unique community center with ads. Kind of like those freemium apps on your phone.
Of course, you will be able kick the tires, set up test drives and talk shop with employees. There will be a swag store, along with a conference room, event space, gallery, entertainment, retail and café (with takeout).
Allegedly, there will be live entertainment and alcohol. (We’re assuming that’s after the test drive.)
Rivian is pitching this as more than just a car showroom – and rightfully so.
“We’ve peeled away the formality that can be associated with automotive retail and focused on creating a relaxed, family-friendly environment that invites guests to stay awhile and discover at their own pace,” said Denise Cherry, Senior Director of Facilities Design and Retail Development at Rivian.
Other interesting Rivian spaces include a former historic gas station outside of Yosemite, and an indoor-outdoor site in Austin with its own small greenbelt and rooftop patio with panoramic views of the city.
“By planting roots in key areas across North America, we are building out our brick-and-mortar footprint to support current, future and prospective customers, meeting them where they are and showing up in a way that is authentic to Rivian,” said Tony Caravano, Senior Director of Customer Engagement at Rivian.
Whether Rivian’s authenticity connects with quirky Laguna remains to be seen, but one thing is certain: The pleather heated seats will be a huge upgrade.
