ABOUT

Insight
A driving ritual of the United Arab Emirates proved to be the perfect moment to connect with the nation’s youth for the launch of the 2022 Toyota Land Cruiser.
The late night cafeteria run is an urban subculture in its own right. These midnight drives to street cafeterias to grab a shawarama and juice - delivered curb-side and savoured with friends - is a tradition that has been enjoyed by young drivers across the country.

Idea
The Station Cafeteria - a collaboration with Dubai’s iconic street cafeteria Al Ijaza to create a drive-through cultural experience.
The Station Cafeteria was the world’s first Land Cruiser-themed pop-up, engaging a new generation of fans. The experience ran over three jam-packed weekends and featured a limited-edition menu, a hype drop of exclusive merchendise and private carhop test drives.

With a design inspired by the city’s original street-side eateries the cafeteria came to life as a contemporary explosion of neon colours, bold expression and high-kitsch.

Take home the story: To commemorate this urban cultural moment, a capsule collection of exclusive merchendise was created. The drop included sleeved hype tees, black trucker caps, air fresheners, smartphone decals and more. Drawing on contemporary graffiti-style illustrations, familiar typography and cafeteria codes, cats became mascots and signage became bold graphic proclamations.

The Menufesto: Working with Al Ijaza’s street savvy chefs, a limited, nine-item menu was crafted. The menu featured cafeteria classics, each one with an adventure-themed twist to celebrate the Toyota Land Cruiser and its’ regional incarnations over the years.

Impact
The Station Cafeteria became the talk of the town, with a 2.1 million social media reach.
The pop-up experience increased test drive sign-ups by 36%.

The Land Cruiser Juice - a limited edition beverage created exclusively for the experience - became such a local sensation that fans asked that it be included in Al Ijaza’s permanent menu, ensuring that the Land Cruiser becomes a part of UAE’s street culture legacy.