A creative studio might grab attention in many ways, but some solutions might be more thrilling than others. To announce its new name and brand identity, The Great Exhibition added a bright red miniature roller coaster to its space. We find out more.
The Great Exhibition, a newly rebranded creative studio in Stockholm, has introduced The Frontal Lobe, the world’s only indoor office roller coaster. The 60-metre track winds through the company’s light-filled workspace in Liljeholmen, threading through areas such as the kitchen and storage spaces, creating an unexpected experience that’s designed to make a lasting impression.
Named after the brain’s frontal lobe – responsible for memory, decision-making, and creativity – the roller coaster reflects the studio’s shift towards “exploring creativity through unexpected experiences and physical installations,” as they put it.
“I know absolutely nothing about algorithms or data, but I know a lot about living – and living is about experiencing things and collecting strong memories,” says Petter Kukacka, founder and creative director of The Great Exhibition. “That’s the idea we’re trying to work with, both in the roller coaster and in all of our projects.”
Previously known as PJADAD, the studio has spent 15 years working with some of Sweden’s largest brands. Now, the team is focusing on projects that move away from the “predictable patterns of technology-driven content”, instead aiming to create experiences that resonate emotionally. “Our goal is to foster creativity that feels real, breaking from routine and leaving a genuine mark,” Kukacka adds.
The roller coaster, which took over a year to design and build, features three metres of elevation and is constructed from four tons of red-lacquered steel. While some questioned the practicality of having a roller coaster in the office, Kukacka reflects, “In the end, everyone agreed that the benefits outweighed the challenges. Building this roller coaster taught us that almost anything is possible if you have a clear idea and stick to it.”
Per Cromwell, who led the production, explains the project’s deeper meaning: “This roller coaster is about proving that when you commit to an idea, no matter how unconventional, it can become something remarkable – something that transcends the everyday and creates strong memories. It’s also a response to the pressures the creative industry is facing. The technological revolution is killing creativity, and we want to bring back what feels real – something an algorithm could never propose.”
Even better, The Frontal Lobe will be open to the public starting today, 25 October, at Lövholmsvägen 18, Liljeholmen, Stockholm. Has this inspired a new addition to your own office?
