Due to the time and location-independent access to products and goods in a digitalised world, the physical point of sale is subject to a radical change: the mere place for selling becomes a place of brand experiences. The term ‘point of experience’ is increasingly used – and this brings about the question of how such a brand experience can be achieved in retail shops. The answer for this should be holistic. Accordingly, a multisensory approach should be followed that includes visual, olfactory and haptic stimuli, as well as acoustic design tools in the form of instore music.