As Miami Art Week 2025 transformed the streets of Florida into a global epicenter of creativity, the electric vehicle brand Rivian carved out a space that felt both high-tech and primal. Located in Miami Beach’s Collins Park, the “Rewilding the Future” installation served as the public debut for “Borealis”—a striking, limited-edition deep purple exterior color for the R1S and R1T models. Far from a standard automotive display, the exhibition was a “multi-sensory immersion” designed by Rivian’s in-house team to explore the invisible layers of design, from the shimmer of a solar storm to the earthy notes of a custom scent. By housing high-performance electric vehicles within scaffolding-and-textile pavilions, Rivian invited Art Week visitors to see technology not as an intruder on the natural world, but as a bridge back to it. This was an exhibition about color, memory, and the “human” side of innovation, marking Rivian’s emergence as a sophisticated cultural player in the heart of the art world.
The Birth of Borealis: Inspired by the Solar Storm
The centerpiece of the “Rewilding the Future” exhibition was the unveiling of Borealis, a limited-run exterior color that challenges the industry’s reliance on monochromatic grays. According to Rivian’s design team, the “deep, inky plum” hue was directly inspired by a 2024 solar event. During the storm, Rivian owners shared photographs of their vehicles glowing under a surreal, purple-washed sky. This communal moment of awe piqued the imagination of the brand’s color and material specialists, who sought to translate the dynamic, shifting quality of the aurora into a permanent finish.
Borealis is more than a simple purple paint; it features a velvety depth and a delicate shimmer that shifts between blue and red tones depending on the angle of the light. This “chromatic movement” is intended to mimic the atmospheric phenomena of the night sky, celebrating the spirit of adventure and the unexpected beauty found in the wilderness. The color debuted on the Tri and Quad-motor R1 configurations and was paired with a new 20-inch All-Terrain Burnished Bronze wheel, further grounding the ethereal purple in an earthy, rugged aesthetic.
Sensory Architecture: The Collins Park Pavilions
The physical structure of the installation was as intentional as the vehicles it housed. Designed by Rivian’s in-house team, the exhibition consisted of two main volumes primarily constructed from industrial scaffolding and covered in deep purple textiles that matched the Borealis hue. This choice of materials created a juxtaposition between the raw, structural nature of construction and the soft, refined finish of the vehicle design. The “Sight” pavilion featured a Rivian R1S displayed among plywood furniture and tiered displays that detailed the creative journey from initial sketch to final production.
By using scaffolding and plywood, Rivian emphasized a sense of “work in progress” and transparency. The brand used this space to pull back the curtain on its design studio, showcasing how they translate raw emotion and natural surroundings into technical products. The exhibition wasn’t just about looking at a car; it was about understanding the “arch of design” that makes a luxury EV feel approachable and human. The integration of seating and communal spaces transformed the pavilions into hubs for conversation, hosting expert-led panels on color, architecture, and sustainability throughout the week.
Scent of Terrain: Designing the Invisible Layer
One of the most experimental aspects of “Rewilding the Future” was the second, circular pavilion dedicated to Scent. Rivian used Miami Art Week to workshop its first-ever custom scent, titled “Scent of Terrain.” The brand believes that fragrance is an “invisible layer” of the driving experience that can anchor memories of landscapes and adventure. Visitors were invited to “deconstruct” the scent, smelling individual top, mid, and base notes—such as cardamom and other spices—stored in glass flasks before experiencing the final combined oil.
This interactive sensory station allowed guests to provide direct feedback to Rivian staff, effectively involving the public in the final stages of the scent’s development. The “Scent of Terrain” aims to simulate the olfactory profiles of various environments—including forest, alpine, and river settings—to create an emotional link between the vehicle’s interior and the wilderness it is designed to explore. This focus on aroma reinforces Rivian’s goal of creating a “multi-sensory” brand identity that appeals to more than just the visual or technical senses.
The Materials Table: A Dialogue on Imperfection
Sustainability and material innovation were at the heart of the daily programming at Collins Park. “The Materials Table” was a specific highlight of the exhibition, featuring a series of expert panel discussions centered on the beauty of “imperfect” materials sourced from nature. These conversations drew insights from the fields of sustainable sourcing, plant-based alternatives, and the use of up-cycled or reclaimed materials in luxury automotive interiors. Rivian’s designers emphasized that true sustainability is about “rebalancing what we build and how we live.”
The exhibition showcased how Rivian is moving toward a future shaped by nature-inspired mobility. This included workshops on recycled material creation and displays that highlighted the company’s “Studio Originals” series—handcrafted design stories that often nod to cultural history. By spotlighting natural systems—from clay reds and mossy greens to the new Borealis purple—Rivian positioned its palette not as simple paint swatches, but as memories of places. This narrative resonated with an audience increasingly focused on ecological integration and the ethics of material production.
A Love Letter to Miami: The R1S Miami Edition
While Borealis looked toward the global atmosphere for inspiration, Rivian also presented a “love letter” to the host city. In its Aventura and Brickell showrooms, the brand showcased the R1S Quad Miami Edition. This custom-painted vehicle featured a vibrant Glacier White wrap accented with pops of teal and pink—a direct nod to the Art Deco legacy and the neon-streaked energy of 1980s Miami pop culture. These localized designs highlighted Rivian’s ability to adapt its “quietly bold” aesthetic to the specific vibrancy and creativity of the cities it inhabits.
The Miami Edition featured unique details like pink tow hooks and headrest inserts, contrasting with a blue side stripe body detail. This project showcased the brand’s versatility, proving it could transition seamlessly from “trail running on the West Coast” to the sophisticated, party-oriented streets of South Beach. For Rivian, Art Week was a chance to prove that an electric vehicle can be a joyful expression of nostalgia and creativity, rather than just a functional tool for transportation.
The Future of Cultural Engagement
As the “Rewilding the Future” exhibition concluded, it was clear that Rivian has larger ambitions than mere car sales. The brand’s debut at Miami Art Week signals a desire to become a significant cultural player, engaging with audiences through the lenses of art, design, and environmental philosophy. By focusing on sensory immersion and community-inspired color stories, Rivian is carving out a “quietly radical” niche in the automotive world. They are planting seeds for a future where technology and nature intersect in harmony, rather than competition.
For those who missed the Collins Park installation, the Borealis color remains a lasting legacy of the event, available for a limited time to new owners. As Rivian continues to expand its physical spaces and conceptual exhibitions, the “multi-sensory” approach seen in Miami is likely to become a standard for how the brand introduces itself to the world. Whether through the shimmer of a purple SUV or the scent of a cardamom-infused cabin, Rivian is ensuring that the future of mobility is a deeply human, and artistic, experience.
