The concept store action has been increasingly used by large companies around the world, having as main objective the tangibilization brand to your respective target audience. This action requires huge investments, it has high appeal in design, architecture and, above all, innovation. However, this marketing strategy can lead to significant changes in the perception that the public has about the brand enterprises. This paper aims to investigate how the current perception of the customer is modified with this kind of action. Through a case study, branded chocolate maker M and M, the research seeks to identify what the current perception that the public has about the brand in the first place and, secondly, whether this perception is positively affected after contact with the store concept. The study does not claim to measure all possible effects caused by this marketing strategy. However, we intend to show here how significant is the change in perception and, therefore, serve as encouragement for more comprehensive studies in the future, at the same time contributing to reduce the shortage of academic sources on this subject.