At SXSW 2026, Rivian transformed downtown Austin into an immersive proving ground for its highly anticipated R2, anchored by the Electric Joyride, a public ride experience built on a custom off-road course in the heart of the city.
Gordinier Group was responsible for bringing that course to life. Working within the constraints of an urban environment, our team designed and constructed a purpose-built off-road track that balanced technical capability with guest experience. The course featured a series of climbs, turns, and uneven terrain specifically engineered to showcase the R2’s performance in a controlled, high-visibility setting.
The Electric Joyride became a centerpiece of Rivian’s SXSW presence, offering one of the first large-scale public opportunities to experience the R2 in motion ahead of its launch. Every element of the course was built to support that moment, ensuring the vehicle’s capability could be demonstrated clearly, safely, and consistently throughout the run of show. By combining thoughtful design, precise execution, and a deep understanding of experiential environments, Gordinier Group delivered the physical foundation that enabled Rivian to showcase its newest vehicle in a meaningful and memorable way.
Photos by Brandon de la Cruz showcase the off-road experience in the big city!
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