Rivian to open showroom in Chicago’s Gold Coast

Rivian Automotive (NASDAQ:) plans to open its first Chicago showroom in the city’s Gold Coast, two years after scrapping their earlier building plans. The Gold Coast is known for being an area for luxury enthusiasts, making it the perfect fit for Rivian’s brand goals.

Rivian is all set to open a showroom at 871 N. Rush St. in Chicago’s Gold Coast area. A few years ago, the electric vehicle manufacturer had intended to establish a showroom in the Fulton Market district but decided to withdraw from the deal without revealing the reasons. However, their new location in the vibrant Gold Coast area seems like a better match for their brand.

“The Gold Coast is a luxury lover’s haven,” writes tourism website, Choose Chicago.

The long-vacant Gold Coast retail space on Rush Street is at the base of a 39-story residential tower, less than a block away from a Tesla (NASDAQ:) showroom. The space is surrounded by some of the city’s wealthiest residents, as well as luxury shops on Oak, Rush, and other retail streets.

Shares of RIVN are up 6.73% in mid-day trading on Tuesday.