SWAG Produces Immersive 'Ehtel - "Release" Party-' to Showcase Energy Drink Brand's Universe

SWAG Inc. (headquartered in Chiyoda City, Tokyo) is responsible for the production and direction of 'Ehtel -"Release" Party-', an experiential event commemorating the launch of the energy drink brand 'Ehtel (Ether).'

The event will be held from Wednesday, July 22, 2026, to Friday, August 28, 2026, at Shibuya Stream Hall.

On the 4th floor, a pop-up store will showcase the brand's universe, offering drink tastings and sales of original merchandise.

On the 5th and 6th floors, an experiential exhibition themed around 'stimulation' will be held. Through a fusion of video, sound, light, and three-dimensional installations, visitors will deeply immerse themselves in Ehtel's brand world.

Beyond Product Knowledge: A Full Brand Experience

In recent years, the value expected from brands has expanded beyond products and services to include their underlying philosophy and worldview.

'Ehtel - "Release" Party-' aims to allow visitors to directly experience the brand's universe by combining a pop-up store with an experiential exhibition.

Inside the venue, multiple spatial installations designed around the theme of 'stimulation' will be presented. As visitors explore the exhibits, they will each take away unique sensations and impressions.

SWAG's Approach to Experience Design

SWAG Inc. is in charge of the production and direction of this event.

SWAG has extensive experience in creating spatial experiences, including projection mapping, immersive content, exhibition production, and commercial facility installations.

For this event, SWAG has designed a spatial layout that seamlessly connects the pop-up store to the experiential exhibition, based on the brand concept shared by UKAB Lab.

Throughout production, numerous unconventional approaches to the theme of 'stimulation' and experiential design—distinct from typical promotional events—were explored. As a result, some exhibits have been modified from their original concepts.

About Ehtel

Ehtel (Ether) is an energy drink with the tagline 'Unforgettably Sour.'

Characterized by its intense sourness and striking brand visuals, Ehtel targets individuals seeking new stimulation in their daily lives.

Event Overview

Event Name: Ehtel -"Release" Party- Produced by SWAG

Dates: July 22 (Wed), 2026 – August 28 (Fri), 2026

Venue: Shibuya Stream Hall

Opening Hours: Sun–Thu: 11:00–21:00 (last entry at 20:00) Fri–Sat: 11:00–22:00 (last entry at 21:00)

Admission: 4F Pop-up Store: Free 5F–6F Experiential Exhibition: Paid

General Admission (On-site): ¥3,200 General Admission (Advance): ¥2,800 Student discounts and other reductions available

※ Ticket sale schedules will be announced on the official website and social media channels once finalized.

Organizer: UKAB Lab

Production & Direction: SWAG Inc.

Official Event Website: https://ehtel.ukab-lab.com/

※ Event details are subject to change without prior notice.

As a creative company under the Unity Group, SWAG Inc. specializes in planning, producing, and directing diverse spatial experiences, including projection mapping, immersive content, exhibitions, commercial facilities, and art projects.

This event also represents one of Unity Group's initiatives to develop experiential entertainment for general audiences, leveraging SWAG's expertise in spatial design.