This study aims to understand how the perceived servicescape influences Richards consumers and employees. In order to understand this matter, a interview was done with the Visual Merchandising Manager, followed by in-depth interviews with consumers and employees in six different Richards stores in Rio de Janeiro. In this study were analyzed the sensorial stimulus in the servicescape and how they affect the senses, and, consequently, the interviewed perception. With the research result, it was possible to make an evaluation of the servicescape and recommendations to the company.