What if, upon entering the office each day, a roller coaster swept you around? As improbable as this idea may seem, it is exactly what unfolds at The Great Exhibition (TGE)—a Stockholm-based creative studio’s office. Winding through the office is the world’s first rollercoaster—a 60-metre-long track monikered ‘The Frontal Lobe.’ Akin to its namesake it adds a dash of playfulness while redefining the mundane office environments. This striking crimson track effortlessly weaves through seating areas, the kitchen and the bar on the ground floor of The Great Exhibition’s Liljeholmen office, creating a seamless blend of work and whimsy.

A Roller-Coaster Of Creativity and Collaboration

With 15 years of experience crafting campaigns for Sweden’s largest brands—such as IKEA—under its former name PJADAD (Petter Johansson Art Direction And Design), the studio aptly rebranded as ‘The Great Exhibition’ or TGE. This collective of creators, directors, producers, and engineers marks a bold shift, united by a belief in crafting immersive and avant-garde projects. The coiling roller coaster winding through the studio is an overarching testament to their philosophy of celebrating whimsy while challenging the mundane. “Our goal is to foster creativity, breaking from routine and leaving a genuine mark, an idea we’re trying to work with, both in the roller coaster and all of our projects,” remarks Petter Kukacka, founder and creative director of The Great Exhibition. 

“Our goal is to foster genuine creativity that breaks from routine and leaves a lasting mark, a philosophy reflected in the roller coaster and all our projects.”

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Twists, Turns, And Task Lists

The name references the brain’s frontal lobe which is responsible for managing emotions, personality, movements, and memory. It serves as a symbol of the studio’s commitment to fostering radical ideas. ‘The Frontal Lobe,’ took over a year to construct, facing numerous challenges due to its quaint character within a constricted office space. According to Per Cromwell, who led the production, reflects, “There’s been a lot of discussion about the daily life of having a roller coaster in the kitchen. But in the end, everyone agreed that the benefits outweighed the challenges.” Kukacka shares, “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.”

The expedition begins with an ascent to four meters before the track takes off on an exhilarating route. It rushes past the electrical cabinet, dashes through the social media department, and zips into the kitchen. From there, it soars above the building’s entrance, loops through a seating area and elegantly glides around a circular table before completing its circuit back to the starting point. Beyond its playful design, the roller coaster is an allegory for creative freedom and determination.

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Rising three meters above the ground with supports bolted to the floor, this rollercoaster track is a striking creation crafted from 4000 kgs of deep red-lacquered steel. Its rounded, polished car seats, designed for a solo rider seamlessly integrate into the workspace, blending eccentricity with functionality, complementing the office’s colour palette, and its sleek steel accents. 

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This flamboyant coaster is more than an eccentric office pièce de résistance; it embodies a firm response to the mounting pressures within the creative industry. Cromwell further muses, “The technological revolution is killing creativity, and we want to bring back what feels real – something an algorithm could never propose.” He adds, “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.” With no blueprint for roller coaster engineering, the studio embarked on a daring odyssey— crafting ‘The Frontal Lobe,’ which symbolises fearless creativity and human ingenuity. Embodying powerful ideas and lasting impact, The Great Exhibition’s roller coaster is a recurring reminder that even in an AI-driven era, the best ideas are born from human experiences.