Rivian is hosting a major, two-day Halloween celebration in New York City to showcase its popular "Halloween Mode" software update. The main event takes place on Tuesday, October 21st, in Times Square, which the company is temporarily transforming into a themed "Spooky Swamp." This pop-up is designed to draw visitors with interactive experiences, games, and refreshments, bringing a festive, immersive take on the brand to one of the world's most recognizable locations.

The celebration features engaging activities, including an "Interactive Magic Mirror" that uses a spooky twist to highlight Rivian's perception technology, and a "Ride & Riddle" challenge where guests can take a ride-along in a 2026 R1S while testing their trivia skills. For those who miss the Midtown spectacle, a second day of Halloween fun, featuring the same "Halloween Mode" celebration and more "Ride & Riddle" challenges, will follow at the Rivian Brooklyn Space on Wednesday, October 22nd.