An interactive event combining a fictional energy drink with media art, "Ehtel 'Release' Party," began on July 22nd at SHIBUYA STREAM Hall. Production and direction are handled by SWAG, a creative company that works on projection mapping, immersive content, and art projects.

The event is set up as a pop-up store celebrating the launch of the newly developed energy drink "Ehtel." Using the drink's launch event as an entry point, an immersive space is created by combining projection mapping, sound, lighting, and storytelling.

The venue will consist of a pop-up store on the 4th floor, which is free to enter, and experiential content on the 5th and 6th floors, which require an admission fee.

4階のポップアップストア（無料）

On the fourth floor, there will be a visual space and photo spots themed around "glitch," and limited edition merchandise will be sold. There will also be a tasting of "Ehtel," the extremely sour drink that is key to the event's story.

The venue and online shop will also sell original merchandise that reflects the event's theme, including postcards (220 yen), stickers (330 yen), shopping bags (330 yen), rubber keychains (900 yen), and pin badges.

5階の体験コンテンツアリア（有料）

On the 5th and 6th floors, visitors seeking "further excitement" step into a world of storytelling through an entrance at the back of the store. Multiple media installations are presented, including projection mapping, sound, lighting, and spatial design. Visitors themselves become characters in the story, exploring the world of "Ehtel" through all five senses.

6階の体験コンテンツアリア（有料）

The drink was developed specifically for this project with the concept of "an unforgettable sourness." The intense sourness is attributed to a fictional ingredient called "Lethelia." The name is derived from "Lethe," meaning "forgetfulness" in Greek mythology, and it is incorporated into the overall story of the exhibition as a mystical entity that sharpens perception and senses. Visitors to the paid area will be offered a tasting and will also receive a bottle as a gift.

Opening hours are Sunday to Thursday: 11:00 AM to 9:00 PM (last entry at 8:00 PM), Friday and Saturday: 11:00 AM to 10:00 PM (last entry at 9:00 PM). Admission fees for the 5th and 6th floors are: same-day tickets: General admission = 3,200 yen, Students = 2,800 yen, Elementary and junior high school students = 1,600 yen. Advance tickets are: General admission = 2,900 yen, Students = 2,500 yen, Elementary and junior high school students = 1,400 yen, Disabled persons discount = 1,600 yen. Student discounts require presentation of a student ID. Preschool children are admitted free of charge. Entry is by time slot reservation.

Until August 28th.

Venue