- Client
- Spectrum Media
- Sector
- Spaces
- Type
- Retail
- Year
- 2026
Spectrum Media runs the Future Store, a retail space in the Miraflores shopping centre in Guatemala City that it hands over to brands for a season at a time. From April to July 2026 it housed Idôle House, Lancôme's first Future Store in Latin America: an immersive space for fragrance, make-up and skincare, with limited-capacity masterclasses. Until then, nothing inside the space had ever been measured. SISTASA, Emogg's local partner in Guatemala, brought the solution to the table.
Could Spectrum Media show a brand what its space actually provoked, rather than only how many people walked through it?
Two ceiling-mounted sensors covering the store as a whole, reading continuously throughout the pop-up's three-month run, sampled every few seconds. Emogg's experience indicators were captured — Focus, Activation, Gravity, Attenuation, Dissonance, Impact and Saturation — with breakdowns by day, weekday, month, and whether a masterclass was scheduled. The solution uses no biometrics and no individual profiling: it reads a group's response, not individuals.
Yes — and it pulled apart two things retail routinely conflates. June drew the lowest footfall of the quarter and, at the same time, the highest share of Activation: the space responded more as it matured, not as more people came through. The scheduling contrast confirms it — a masterclass day concentrated close to three times the response of an ordinary one.
Spectrum Media presented the report to Lancôme and folded it into the commercial material for the space. It renewed measurement from September to December 2026 and redistributed the sensors: one now reads the response of people approaching from outside, the other of those already in the store.
Emogg uses no biometrics and no individual profiling: it reads the response of groups, never of individuals.
