Electric vehicle maker Rivian is bringing its forward-thinking retail concept to Irvine Spectrum Center, marking another milestone in the evolution of automotive retail. The new Rivian Spaces showroom will invite guests to explore the brand’s all-electric R1T pickup and R1S SUV in a setting designed to be both immersive and approachable.
This move follows Rivian’s flagship showroom in Laguna Beach, where the historic 1934 South Coast Theater was transformed into an 11,000-square-foot hub featuring vehicle displays, a cafe and community gathering areas. It’s a striking example of how Rivian merges heritage and innovation to elevate the car-buying experience.
Historically, car dealerships stood apart from everyday life – destinations only visited with serious intent to purchase. That changed when Tesla opened mall-based showrooms, making cars feel as accessible as any other premium product. Now, you’ll find automotive spaces woven into some of Orange County’s best shopping hubs.
Lincoln, for instance, brought its boutique concept to Fashion Island, while emerging EV brand VinFast set up shop at Irvine Spectrum Center, reflecting a broader shift toward experiential car displays nestled among high-end retailers.
By positioning itself in a popular lifestyle center, Rivian effectively meets people where they already shop, dine and hang out. If someone’s checking out the latest sneakers or grabbing a latte, why not step into a sleek EV while there? That low-pressure environment removes the stress of the traditional dealership and lets visitors explore vehicles at their own pace.
When Rivian opens its new Spectrum location this spring, it will join this growing trend of automotive brands that are blurring the line between retail and recreation. Shoppers can casually test the seats, compare tech features and chat with staff – no sales tactics required. It’s not just convenient; it’s a powerful way to show that going electric is part of a forward-thinking, aspirational lifestyle.
Rivian’s arrival at Spectrum Center underscores how car buying is evolving into a more holistic experience – one that fits seamlessly into our daily routines, rather than feeling like a high-stakes, one-off trip to a distant dealership.
