Iris Sydney builds pop up sushi train restaurant complete with roller coaster track for Toshiba

Toshiba roller coasterToshiba has created a pop-up sushi train restaurant with a twist as a means to promote its tablets and 2-in-1 products as well as drive awareness of the ‘Seriously Japanese’ brand platform.

Created by Iris Sydney, the Seriously Japanese Pop-Up Zushi Roller Coaster Restaurant sees guests chose their order via a Toshiba touchscreen tablet, which then arrives by roller coaster.

Iris head of digital Darren Collins said: “We are taking a seriously functional thing – the humble sushi train – and transforming it into an unforgettable participatory experience.  And the Toshiba products are at the heart of that. I love it when the digital world meets the real one, and this event is the perfect harmony of the two: fusing technological innovation with great engineering to create a truly unique brand experience.”

The ordering system and roller coaster sushi train track has been built from scratch, with consumers encouraged to share the experienc eon social with the hashtag #SeriouslyJapanese.

Toshiba’s head of marketing and communications Mariana Thomas said: “As a company focused on innovation, Toshiba is excited to create a Seriously Japanese activation that show cases our technology, powered by Intel, in a truly unique and engaging format. Our brief to Iris was to think outside the box and they truly did. They came up with an innovative idea that managed to engage and excite our end users.”

Running on October 30, 31 and November 1, the pop up restaurant will be located at District One, Randle Lane in Surry Hills, Sydney.

The roller coaster will run on October 30, 31 and November 1 for three nights only and will Pop Up at District One, Randle Lane, Surry Hills.


  • Deputy CD: James Griffiths
  • Senior Art Director: Brad Jones
  • Copywriter: Daniel Miller
  • Senior Designer: Chris Clausen
  • Head of Digital: Darren Collins
  • Event Manager: Liz Sharps
  • Managing Director: Penny Dixon
  • Senior Producer: Michael Wilson
  • Planner: Tom Edwards
  • Motion Graphics: James Prumm
  • Engineering Partner: Machineability
  • Tech Partner: Thought Studio
  • Media: Match Media
  • Film Production: Greenlight Media

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