We were responsible for the core system development and event production support for “TOH – Energized by Red Bull,” the third immersive experience event born from TBS Radioʼs cultural program Noutoh, hosted by rapper TaiTan and musician Shuhei Tamaoki (MONO NO AWARE).
What is “TOH”?
“TOH” is a time-limited immersive experience where silence is the primary rule. Highly sensitive microphones installed throughout the venue monitor sound levels. Even minimal noise results in immediate disqualification.
*This experience is fictional in nature and does not promote or condone criminal behavior.
■ Rules
・All displayed items are eligible to be taken within the experience.
・Any sound results in immediate exit.
・A limit applies to the number of items participants may retain.
・Group size: 1 – 4 participants.
・Larger items may require cooperation.
・Time limit: 60 seconds.
・Timed-entry ticket system (advance reservation required).
・If participating as a group, items secured before a member is eliminated may still be retained.
A “Take Everything” Convenience Store Concept
Presented with Red Bull as the main partner, this edition takes place inside a fully realized convenience store setting.
An everyday symbol of urban life is transformed into an extreme, high-sensitivity environment where absolute silence is required the moment participants step inside.
The store is stocked with a broad range of merchandise. In addition to Red Bull Energy Drinks, exclusive items will be available — including BMX bikes, skateboards, and helmets used by Red Bull athletes.Other product categories include frozen ramen, snack foods, apparel, and vintage magazines, creating a fully immersive retail environment that blends lifestyle, sport, and culture.Within the designated time limit, participants may attempt to take any item displayed in the store.
The two-day event drew over 1,000 attendees in total and generated massive buzz on social media. The thrilling tension of immediate elimination for making even the slightest sound, combined with the unique spectacle of participants tiptoeing around to collect products, captured widespread attention online.
Key Points
High-Precision Acoustic Detection System
To bring the thrilling challenge of “silently securing items within a time limit” to life, we developed and deployed a high-precision acoustic detection system. Working in tandem with an array of highly sensitive microphones provided by TBS Radio and installed throughout the venue, the system captured minute noises — such as footsteps and the rustling of clothing — in real time. The moment a sound exceeded a pre-set threshold, the system instantly triggered an alert, technically enforcing the strict “immediate elimination for any noise” rule. This robust system was the foundation for creating an atmosphere of extreme tension and deep immersion for the participants.
Production Management
To ensure the “complete silence” concept was executed safely and smoothly within a physical event space, we provided comprehensive production management support. We acted as the bridge between various departments from the initial planning stages through to on-site execution. Our role included coordinating the integration of the custom set design with the acoustic detection system, as well as conducting rigorous technical checks and fine-tuning the difficulty level leading up to the live event, ultimately contributing to the project’s overall success.
