Deepening Our Roots in NYC

Rivian’s first concept experience in the Meatpacking District

By Rivian

May 5^th, 2025

Since opening the doors to our Meatpacking District space in 2023, we have welcomed thousands of people to experience our vehicles, take demo drives, and attend countless events. Now, after an extensive remodel, our home under the High Line has been reimagined as Rivian’s first concept experience.

To give both our longtime followers and those new to our brand a chance to connect with a distinct facet of who we are, we’re introducing yearly, rotating concepts that will come to life through immersive design, content, events, and programming.

The first concept, "Adventure Is In Us,” tells the stories of people who embody this spirit in their daily lives, including real Rivian owners. While adventure is core to our brand, it doesn’t always mean scaling cliffs or going off-roading. It can also mean starting something new or pursuing a creative path. “Adventure Is In Us” is about celebrating that broader, more inclusive view of adventure and inspiring visitors to embrace it too.

A Multi-Sensory Experience

Knowing that sensory design can be a powerful tool for connection, we’ve incorporated sight, sound, scent and even taste as part of the experience. Every detail was chosen to create an immersive and welcoming environment, whether it’s the warmth of natural materials, soundscapes, the scent of fresh greenery or a seasonal drink from our coffee and tea bar.

Visitors can tap digital displays to hear owner stories through a headset and learn about charging through an interactive touch wall. Placing a special emphasis on discovery, especially for kids, we intentionally designed interactive moments at lower heights with tactile elements that invite younger visitors to explore and engage—including a vehicle color experience where kids can choose their favorite Rivian color. A sound experience gives kids the opportunity to guess the audio sounds from around NYC.

Design Details

Our goal is to provide a space that is technically thoughtful and emotionally engaging, layering unexpected moments of joy that bring people closer to our mission and products in an approachable way. This includes playful projections mapped over technical vehicle drawings and an immersive light and sound installation that captures the spirit of adventure. Even the architectural details subtly reflect our design language, such as the overhead millwork inspired by our vehicles' stadium headlights.

Sitting just beneath the High Line, the space feels like an extension of the park—open, green, and inviting, with plants that play a big role in blurring indoors and out. The centerpiece of the space is a pavilion, the exterior of which supports flexible displays and serves as an ever-changing canvas, while the interior houses a communal theater where visitors can sit and view projected content. Natural woods, warm textures and clean lines let the photography, narrative and human stories do the talking.

Special Programming

Exclusively at our Meatpacking space, we’re introducing “adventure drives,” where guests can experience the capability of a Rivian during day trips to local destinations. Each quarter, guests can sign up for small group drives to places in NYC’s backyard, like the Met Cloisters, or slightly longer distance locales like Storm King Art Center. In addition to “adventure drives,” we will continue to offer standard demo drives, which can be scheduled in advance on our website. The redesigned space will also serve as a backdrop for a variety of events, including community gatherings and panel conversations. We’re offering expanded food and beverage service too, including coffee from local purveyor Don Carvajal, and tea from Harney & Sons.