Companies all over the world has been using concept stores as a way to fortify their values and the brands image to the customers. The goal of this research is to understand the consumer brand perception and attitude from concept stores and if the elements used in those stores, such as colors, music, special service and product variety helps to shape the brand into consumer s minds. As theoretical basis were used branding concepts, consumer behavior, experience marketing and information about concept stores and its shopping atmosphere. It was made an exploratory research, based on Havaianas’ brand concept store, located in Rio de Janeiro. The respondents were interviewed right after their visit to the concept store, when they shared the brand’s image they already had and what changed in their perception after visiting the concept store. The data was analyzed and interpreted, and based on the results, this study recommends that brands invest in concept stores and in different approaches for retail, pursuing to offer the customers new experiences that stimulate the senses, creating long term memories and connecting to the brand and it’s values.