Rivian has revived a 1930s theater as a retail space in Laguna Beach, CA.
The theater, at 160 S. Coast Highway, reopened Dec. 9 as the Rivian South Coast Theater.
“Sited in a historic theater on Pacific Coast Highway, Rivian has created a unique destination for visitors to learn about our category-defining vehicles, gather for film screenings, and participate in locally driven programming,” Rivian told Teslarati.
Rivian will continue to screen films at the theater with the Laguna Beach-based nonprofit Coast Film Foundation, focusing on independent films that align with Rivian’s mission to “Keep the World Adventurous Forever.” Rivan also partnered with Equator Coffees for an on-site cafe.
The automaker plans to display the R1T pickup truck and R1S SUV at the center of the theater, allowing guests to see the all-electric vehicles up close and personal. Rivian built an addition on the building, and will offer brand merchandise and goods from local artisans, including an exclusive offer from its collaboration with Almond Surfboards.
The theater first opened in 1935 as the New Lynn Theater. After Rivian purchased it, the theater underwent a multi-year, site-sensitive restoration, preserving most of its original exterior, interior and character, including the marquee, ticket booth, lobby area, balcony, auditorium, proscenium arch and 129-seat theater area.
Rivian worked closely with preservationists and community leaders on the restoration. The auto company also submitted the site for historic designation. In March, the Rivian South Coast Theater was added to the National Register of Historic Places.
