Forget the typical tech demos. Rivian dramatically transformed its Congress Avenue flagship store into the “Electric Roadhouse,” a vibrant, pulsating hub of music, art, and cutting-edge electric vehicle innovation during SXSW. Electric vehicle enthusiasts and festivalgoers alike formed lines, snaking up the Congress Avenue Bridge, eager to experience the Roadhouse’s dynamic blend of DJ sets, engaging panels on the impact of color in design, AI, and bipartisan discussions on the future of EVs, and a thrilling surprise concert.
“SXSW is all about innovation, creativity, and sustainability – values that are core to who we are at Rivian,” said Liz Guerrero, Senior Director of Brand Experience. “It was the perfect venue to bring the Electric Roadhouse to life in our flagship store and debut the California Dune Edition R1S and R1T.”
The Roadhouse itself was a testament to Rivian’s vision. The California Dune Edition floor was designed to be a fully immersive sensory experience. Guests were greeted by a massive, sculpted dune installation, a tactile representation of the natural landscapes that inspired the Dune Edition’s unique design. Adding to the atmosphere, a specially created soundtrack developed by St. Vincent played throughout the space, providing subtle hints of her involvement and building anticipation before her official concert announcement. Attendees had the opportunity to get an up-close look at the California Dune Edition R1S and R1T. Designed for off-road exploration and inspired by the raw beauty of the desert, these vehicles featured a unique, limited-time sandy colorway and exclusive interiors, that seamlessly blended with natural landscapes while making a bold statement in urban settings. Equipped with dark crossbars and MAXTRAX recovery boards, these cars were built for adventure, embodying Rivian’s vision of exploration without limits.
No limits seemed to be the brief for Rivian in its SXSW debut, with an endless lineup of activities. The weeklong festivities included a dynamic lineup of live performances and DJ sets, all by artists who embodied Rivian’s adventurous spirit and commitment to pushing boundaries. Notable acts included Babe ATX founder Hip Stir, who set the tone with high-energy dance beats; New Orleans bounce legend Big Freedia, who debuted a life-affirming new gospel-house track “Take My Hand”; and Scottish singer-songwriter Jacob Alon, whose soulful performances of “Fairy in a Bottle” and “Don’t Fall Asleep” provided moments of reflection amidst the festival’s vibrant chaos.
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The anticipation culminated on the Roadhouse’s finale night, with the reveal of St. Vincent as the surprise guest. The crowds surged, with those unable to squeeze inside lining the Congress Avenue Bridge, craning their necks in the hopes of catching a glimpse of the indie rock icon.
After a warm-up by KCRW’s Novena Carmel, St. Vincent took the stage, accompanied by a lone pianist. The atmosphere shifted, the excitement morphing into a hushed anticipation. Her voice, a force of nature, filled the space, weaving through delicate ballads and electrifying anthems. The crowd was captivated, lost in the moment, as she delivered a set that spanned her vast repertoire. From the sultry grooves of “Slow Disco” to the raw, visceral energy of “Flea,” she commanded the stage with an effortless charisma.
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But it was a moment of unexpected beauty that truly captured the magic of the night. As St. Vincent sang, a dark torrent of bats emerged from beneath the Congress Avenue Bridge, their silhouettes stark against the pastel hues of the twilight sky. It was a surreal, almost haunting moment, a perfect embodiment of the unexpected magic that SXSW is known for. It was a fittingly dramatic close to Rivian’s electrifying takeover.
The evening was not just a closing act but a statement of intent – a bold vision for the future of EV-powered adventure, where the road ahead is as thrilling as the destination. Attendees left the Electric Roadhouse with more than just memories of a remarkable performance; they carried with them the excitement of what’s to come, both in music and in the next chapter of Rivian’s journey.
