Iconic Laguna Beach Theater Refurbished as Luxury Auto Showroom

A photo of South Coast Theatre, which was built in 1934, after being renovated by Rivian Automotive, an Irvine-based electric vehicle manufacturer, in 2023 to serve as a new flagship venue for the company in Laguna Beach, Calif. Courtesy of Rivian Automotive

LAGUNA BEACH, Calif.—At first glance, the new Rivian South Coast Theater—on busy South Coast Highway in the heart of this downtown coastal enclave—looks like a beautifully renovated version of the iconic New Lynn Theater, which opened its doors in 1935.

But a closer look at the refurbished oceanside cinema, which has been closed since 2015, reveals a glimpse into the future with a modern new tenant that is enthusiastically embracing the theater and its community’s past.

Rivian, a U.S. electric auto manufacturer, reopened the theater in early December as its first flagship luxury automotive showroom in Southern California.

A photo of the historic New Lynn Theatre, which was built in 1934, before it was renovated by Rivian Automotive, an Irvine-based electric vehicle manufacturer, in 2023 to serve as a new flagship venue for the company in Laguna Beach, Calif. Courtesy of Laguna Beach Historical Society

A photo of South Coast Theatre, which was built in 1934, after being renovated by Rivian Automotive, an Irvine-based electric vehicle manufacturer, in 2023 to serve as a new flagship venue for the company in Laguna Beach, Calif. Courtesy of Rivian Automotive

Rivian purchased the property in 2021 and carefully restored the 11,000-square-foot theater with a purpose: to serve as a low-key adventure lifestyle marketing concept to showcase automobiles combined with a one-of-a-kind, creative community and visitors center.

“Rivian South Coast Theater is really the crown jewel of our retail spaces,” Rivian Communications Manager Miranda Jimenez told The Epoch Times. “Laguna Beach is such a special community, and when the owners were able to purchase the theater—which had been closed for such a long time—it was a great opportunity for us to explore this concept.”

A photo of South Coast Theatre, which was built in 1934, after being renovated by Rivian Automotive, an Irvine-based electric vehicle manufacturer, in 2023 to serve as a new flagship venue for the company in Laguna Beach, Calif. Courtesy of Rivian Automotive

While several Rivian SUVs, tires and rims, and other custom vehicle features are on display, it doesn’t feel like a typical luxury vehicle showroom. Rather, it’s a subtle showcase for their R1T battery-electric pickup and R1S three-row electric SUV, and a place where enthusiasts can plan charge station stops for long-distance travel. Three additional Rivians are on display, conspicuously parked curbside in front of the theater.

Although test drives are not conducted in Laguna Beach, they can be scheduled at the Rivian Service Center in Costa Mesa, or brought to a prospective buyer’s business or residence.

The family- and dog-friendly space offers free Wi-Fi for tourists and locals alike, and visitors are encouraged to grab a latte in the adjacent Equator Coffees café, or make themselves at home in the large welcoming lounge area or theater seats to work or relax.

Rivian specially commissioned local artist Ariel Lee to paint two 12’ by 8’ landscapes that are hung in the theater’s arched niches—a nod to the original murals painted by renowned artist Edgar Payne when the theater was first built.

A photo of South Coast Theatre, which was built in 1934, after being renovated by Rivian Automotive, an Irvine-based electric vehicle manufacturer, in 2023 to serve as a new flagship venue for the company. Courtesy of Rivian Automotive

Upstairs, an outdoor balcony behind the theater’s marquee boasts an awe-inspiring view of the Pacific Ocean, and inside a casual interior balcony with comfy amphitheater-style seating of oversized pillows overlooks the theater and refurbished, deco-style ceiling light fixture.

Each Rivian location is designed by the company’s in-house creative studio, made up of a team of designers, architects, strategists, sustainability experts, engineers, project managers, and producers that allow for unique experiences despite the company’s varying cities, building types, and scales.

For example, the Venice Beach Rivian “Hub” off Venice Boulevard in Los Angeles stands on the property where author Ray Bradbury lived and worked during the late 1940s when he wrote “The Martian Chronicles.” Over the decades, the buildings were home to everything from a library, an electric works building, and an art gallery.

“Rivian spaces are purposefully designed to be casual and inviting, where anyone who is curious is welcome to come in to learn more about us and our products,” Denise Cherry, Senior Director of Facilities Design and Retail Development at Rivian, told The Epoch Times.

“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. Our spaces are designed around the question of ‘Where do you want to go?’—highlighting the experiences Rivian vehicles enable people to have and inspiring them in the process,” Ms. Cherry said.

Still a Theater … and More

In keeping with Rivian’s mission and tagline of “keeping the world adventurous forever,” the theater will feature weekly movies, workshops, and gatherings that emphasize the great outdoors, adventure travel, and the attributes associated with the Laguna Beach community, like its natural beauty, seaside setting, and historically creative culture.

Ms. Jimenez told The Epoch Times that the theater will continue to screen films through a partnership with the Laguna Beach-based non-profit Coast Film Foundation, known for its annual Coast Film & Music Festival.

“Throughout the year, we’ll be screening mostly adventure films and documentaries, surf movies, and a few classics during the holidays,” she said.

A photo of South Coast Theatre, which was built in 1934, after being renovated by Rivian Automotive, an Irvine-based electric vehicle manufacturer, to serve as a new flagship venue for the company, in Laguna Beach, Calif., on Dec. 21, 2023. Lynn Hackman/The Epoch Times

The theater property is also home to a retail “Gear Shop” featuring brand and local artisan merchandise, as well as a Rivian-inspired, custom-designed R1 surfboard collection in partnership with Costa Mesa-based Almond Surfboards, a family-owned surfboard builder and surf shop founded by owner Dave Allee.

“We first met the folks from Rivian years ago—even before they unveiled their first truck at the 2018 LA Auto Show,” said Mr. Allee. “All we knew is they were working in a design lab in Irvine on a secret ‘electric adventure truck.’”

Rivian executives first asked Mr. Allee if he could build surfboards to match their trucks, an assignment he said his company was more than happy to oblige.

The collaboration resulted in Almond developing its R-Series surfboard line based on Rivian’s electric adventure truck which incorporates a wave pattern developed specifically for the Laguna Beach location by the Rivian design team.

“Our R-Series boards help equip adventure seekers with a quiver of surfboards for when their adventure ends up at the beach,” Mr. Allee said.

The preserved and restored areas of the original theater include the ticket booth and marquee, lobby area, balcony, auditorium, proscenium arch, and its original 129-seat theater area. A small upstairs ocean-view apartment was also restored and is used by visiting Rivian executives and VIPs.

After working closely with preservationists, historians, and community leaders throughout the renovation project, Rivian submitted the site for historic designation, resulting in the theater’s addition to the National Park Service’s National Register of Historic Places in March of 2023.

Headquartered in Irvine, Rivian opened 11 new North American spaces in 2023, with Laguna Beach being its third in California along with locations in Venice Beach and another opening soon in Pasadena.