The Station Cafeteria

The late-night cafeteria run is an urban subculture in its own right: midnight drives to street cafeterias for a shawarma and a juice, delivered curbside and savoured with friends, a tradition enjoyed by young drivers across the country. It proved the perfect moment to connect with the nation’s youth for the launch of the 2022 Toyota Land Cruiser.

The Station Cafeteria was the world’s first Land Cruiser-themed pop-up. Over three jam-packed weekends it served a limited-edition menu, a hype drop of exclusive merch and private carhop test drives to a new generation of fans.

The design drew on the city’s original street-side eateries and nightlife, and came to life as a contemporary explosion of gritty neon colour, bold expression and high kitsch.

To commemorate the moment, a capsule collection: sleeved hype tees, black trucker caps, air fresheners, smartphone decals and more. Drawing on graffiti-style illustration, familiar typography and cafeteria codes, stray cats became cultural mascots and the attire carried bold graphic proclamations.

With Al Ijaza’s street-savvy chefs we co-created a limited, nine-item menu served only at weekends: cafeteria classics, each with an adventure-themed twist celebrating the Land Cruiser’s many regional incarnations. In true cafeteria fashion, drivers honked their horns and had orders delivered curbside.