MAGICS Lab will be the state-of-art laboratory for measuring collective and other human experiences with best available technologies. They include wireless measurement of arousal and valence (heart rate and skin conductance) from 32 subjects simultaneously, automatic detection of facial expressions and movements from recorded images and motion capture, as well as self-reported emotions during a performance.

MAGICS Lab will first be set up in the Odeion Auditorium in Aalto University, and eventually in the new Aalto Studios building at the heart of the Otaniemi campus, functional by the end of 2023.

Other measurement equipment related to the MAGICS Lab include eye tracking in laboratory and in-the-wild (glasses), and in virtual reality, activity watches, and thermal imaging.