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The idea originated from Rivian’s vision to transform the long-shuttered South Coast Theater into its first flagship retail location—honoring its history while creating a modern destination. Our team worked closely with Rivian to develop a concept that blends preservation with purpose: restoring key architectural features while introducing elements for community gathering, brand engagement, and creative programming. The result is a space that celebrates heritage, sustainability, and adventure.
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The Rivian South Coast Theater sits in the heart of downtown Laguna Beach, a coastal community known for its artistic heritage and walkable urban fabric. The project preserves a beloved cultural landmark while activating the street. By maintaining the theater’s historic façade and marquee, the building remains a visual anchor along South Coast Highway. Its reinvention as a retail and event space invites both locals and visitors to engage with the neighborhood in new ways.
Sustainability was a core priority in the transformation of the South Coast Theater. The team prioritized adaptive reuse, preserving much of the original structure and character-defining elements to reduce waste and environmental impact. Original materials were restored where possible, and missing historical features were reconstructed using sustainable methods. The project emphasized durability, longevity, and energy-efficient systems throughout. In recognition of this, the theater was listed on the National Register of Historic Places.
Our team collaborated with Rivian to revitalize the historic South Coast Theater in Laguna Beach, transforming it into Rivian's first flagship retail space. Following a meticulous restoration of character-defining elements, the space has been reimagined as a unique destination where visitors can explore, engage in community events, and enjoy theater programming that celebrates creativity and adventure. Located at 162 South Coast Highway, the Rivian South Coast Theater underwent a multi-year, site-sensitive restoration to preserve much of the structure’s original exterior and interior features. For nearly 80 years, the South Coast Theater was the only theater in Laguna before closing in 2015. The design preserved and restored character-defining features including the theater’s original façade, proscenium arch, auditorium, vertical tower, Juliet balcony, and the signature star-shaped ceiling light. The marquee and ticket booth were reconstructed based on historical documentation, ensuring architectural continuity. Inside, the space now supports a blend of immersive retail, community events, and film programming—all designed to reflect Rivian’s adventurous, sustainable ethos.
"This project is about bringing a Laguna landmark back to life, deepening our roots in Laguna and building something our community can enjoy for years to come. We wanted to create a space that was inviting and inspirational, blending the historic grandeur with local and vintage pieces that speak to our brand and mission," Denise Cherry, Rivian's senior director of design and retail development.
Founded in 1979, RDC is a full-service, award-winning architecture firm dedicated to making everyday places extraordinary. Headquartered in Long Beach, CA, we are a 160+ team with offices in Los Angeles, San Diego, Washington D.C., and Arkansas.
