This study aims to analyze how the experiential marketing impacts the purchasing decision of consumers from Farm fashion store in Rio de Janeiro. We sought to investigate how the five senses were explored by Farm within the shopping experience context and how these consumers perceive the environmental stimuli. Thus, the concepts associated with experiential marketing, store environment, purchasing decision process, sensorial marketing and branding were essential to conduct the present. Interviews were conducted with employees and consumers of Farm brand, divided into two groups: those who were in a buying situation and those who were not. The goal was to cross these testimonials to consider whether the experiential marketing strategy was perceived by consumers.