Question about Ekiben-ya Matsuri

Where is Ekiben-ya Matsuri located within Tokyo station ?
Do you need to be within the paid zone to get to Ekiben-ya Matsuri because I will be transferring from the Narita express to Tokaido Shinkansen line

Download PDFs.
http://www.jreast.co.jp/e/stations/e1039.html
http://www.tokyostationcity.com/en/access/

Ekiben-ya Matsuri placed 1F Central passage left side btw 5/6 and 7/8 stairs.
http://img.4travel.jp/img/tcs/t/pict/src/28/78/80/src_28788036.jpg

transfering :
B5F : Sobu/Yokosuka line platform N'EX arr (map bottom/west side)
1F : Ekiben-ya Matsuri
1F : Tokaido shinkansen connecting gate
2F : Tokaido shinkansen platform (map top/east side)
So need over 25 min total include buying eki-ben time.
(direct trasfering about 10 min)

This is half way transfering video fr central passage to Shinkansen platform.
https://youtu.be/SoVw6khNzIM

Latest Ekibens(not all) of Matsuri (official web) :
http://www.nre.co.jp/ekiben/tabid/229/Default.aspx?brnid=66#dnn_TabTop...

Now sales over 1000 ekiben packages inside and around Tokyo stn total.
So not only Matsuri's like this. (a bit old vid)
http://www.ntv.co.jp/oha4/know/67313.html