Rivian has just announced the opening of a new 4,000-square-foot space in Brickell, and instead of rolling out a predictable showroom lineup, the company has built a one-off Tri-Motor R1S inspired by Miami. The neon-inspired colors mean this one will be hard to miss on the road.
Teal paint highlights, pink accents, and Art Deco-inspired details give this SUV a personality that looks right at home on Ocean Drive in Florida. Blue side stripes run down the body, pink tow hooks pop against the front and rear bumpers, and the same color palette continues into the wheels as well. Inside, the headrest inserts bring the same pastel touch to the cabin as well.
Rivian says the look is a nod to Vice City’s 1980s color palette and its longstanding place in pop culture. It also draws from Miami’s architecture, with the city having the highest concentration of Art Deco buildings in the world. This all-electric off-roader leans into that heritage with its bright and vibrant aesthetic.
Now, unlike traditional dealerships, Rivian sells directly to consumers. These new spaces aren’t about haggling over invoice prices or dealing with third-party franchises, but instead, they serve as brand outposts where you can explore the lineup and get hands-on time with the vehicles before configuring and ordering online. That approach keeps pricing transparent and consistent while letting Rivian control the full ownership experience.
This Miami project also highlights something that traditional EV buyers rarely get: individuality. Most electric cars today offer safe colors with limited personalization options, a stark contrast to the expressive palettes and trims found across gas-powered models.
Rivian’s willingness to continue to experiment with such bold colors, localized designs is certainly a step in the right direction. It suggests they’re a technology, electric-mobility brand that understands that design and personality can be just as important as range or charging speed. If enough buyers show interest, more expressive options could potentially make their way into Rivian’s broader lineup.
You can check out the custom R1S in person at their grand opening this weekend, at Rivian’s new Brickell location, 900 S Miami Ave, Suite 152. Now, even if you’re not shopping for an EV, it’s worth stopping by to see how this electric lifestyle automaker is trying to incorporate local culture into its design language.
Source: Rivian
