The immersive event Ehtel -"Release" Party- Produced by SWAG is underway at Shibuya Stream Hall from Wednesday, July 22 through Friday, August 28, 2026, and newly released photos now reveal the venue and the experience content on each floor since opening.
The limited-time event celebrates the launch of Ehtel, an energy drink developed by UKAB Lab. The 4th floor features a pop-up store where visitors can sample Ehtel and browse original merchandise, while the 5th and 6th floors present experience-based content built around the theme of "stimulation," combining visuals, sound, light, scent, three-dimensional installations, and interactive elements.
Some of the information and records placed throughout the venue were added during production at the direction of Kirimura of UKAB Lab., and the production team has not confirmed the content or purpose of every item on display.
4F | A Pop-Up Store to Enjoy the World of Ehtel
Ehtel is an energy drink with the catchphrase "unforgettably sour." Developed by UKAB Lab. for people seeking a new kind of stimulation in everyday life, it is defined by its striking sourness and memorable brand visuals.
On the 4th floor, visitors can sample Ehtel and take photos at a dedicated spot, as well as shop for original merchandise inspired by the brand's visual world, including T-shirts, caps, socks, and stickers. Admission to the 4th floor pop-up store is free, even without an event ticket.
5F | Vibration, Scent, and Light: An Area That Stimulates the Senses
The 5th floor presents experience-based content centered on distinct senses, including vibration, scent, light, and touch.
Some installations change as visitors move their bodies, completing the experience only through participation.
By combining digital technology with analog materials and physical sensation, the floor draws out sensations and reactions that are rarely noticed in everyday life.
6F | A Roughly 30-Minute Large-Scale Experience Themed on "AFTERIMAGE"
The 6th floor offers roughly 30 minutes of experience-based content themed on "AFTERIMAGE," making use of the large-scale space at Shibuya Stream Hall.
The venue is made up of four areas, each expressing the single theme of "afterimage" from a different angle. Through large-scale spatial staging that synchronizes visuals, sound, and lighting, along with interactive content that incorporates visitors' voices, guests experience various "afterimages" that go beyond the purely visual.
Light that lingers in the space, sound that arrives with a delay, and sensations that remain in the body: across the roughly 30-minute journey through the four areas, the theme of "AFTERIMAGE" is expressed through the entire space rather than sight alone.
A Venue Designed to Be Enjoyed Even More With a Smartphone
The QR code on the wristband handed out at entry links to a venue guide site with floor maps and details on each piece of content. Visitors are encouraged to bring a smartphone to get the most out of the venue.
- Multiple pieces of identifying information and records are placed throughout the venue.
- By observing the venue and cross-referencing the information, visitors can access records related to the event.
- Some records have viewing restrictions.
- It is strongly recommended that the records be viewed after sampling Ehtel.
Ehtel is defined by its striking, stimulating sourness. Beyond the impact of the taste, we also wanted the look to stay memorable. Please enjoy the surprise of that first sip and the aftertaste that follows, without overthinking it, as a small stimulation in everyday life.
— Kirimura, Product Planning and Brand Strategy, Ehtel
Ticket Information
Tickets are on sale via the official site and various ticket platforms.
| Advance | Same-day | |
|---|---|---|
| General | ¥2,900 | ¥3,200 |
| Student discount | ¥2,500 | ¥2,800 |
| Elementary & junior high school students | ¥1,400 | ¥1,600 |
| Under elementary school age | Free | Free |
| Discount for visitors with disabilities | ¥1,600 | ¥1,900 |
Official site: https://ehtel-shop.ukab-lab.com/
Rakuten Travel: https://experiences.travel.rakuten.co.jp/experiences/62770/
Asoview: https://www.asoview.com/channel/ticket/DvciIWv9nV/ticket0000053285/
kkday: https://www.kkday.com/ja/product/609400/
Tickets are sold for designated entry time slots. Visitors enter during their assigned time slot and can then enjoy the venue at their own pace.
Event Overview
Event name: Ehtel -"Release" Party- Produced by SWAG
Dates: Wednesday, July 22 to Friday, August 28, 2026
Venue: Shibuya Stream Hall
Hours:
- Sunday to Thursday: 11:00 AM to 9:00 PM (last entry 8:00 PM)
- Friday and Saturday: 11:00 AM to 10:00 PM (last entry 9:00 PM)
Ticket details: https://ehtel.ukab-lab.com/#section-ticket-purchase-panel
Organizer: UKAB Lab.
Production and direction: SWAG
Event official site: https://ehtel.ukab-lab.com/
This event is an immersive entertainment experience that includes fictional elements. The people, organizations, and story-based settings that appear are, in part, staged for effect.
