Nowadays, shopping activity is more than just a mean to obtain products and services. Due to the strong competitions among retailers, they need to find their competitive advantages in order to survive in the market. Retail environment is one element that retailer can control in order to provide good retail experience, which leads to customer loyalty. Therefore, the purpose of this study is to obtain a deeper understanding of the 21st retail experience. In order to reach the purpose, we have chosen to do a case study on IKEA through a participant observation. The findings and conclusions indicate that sight experience is the most important for customer both in offline and online setting. For offline environment, store image especially store layout plays a big role in contributing a good retail experience. Store layout dictates the flow and image in the store and also the way retailer design the atmospherics in store such as lighting and visual communications. As a surprise, IKEA does not pay much attention on music as much as other retailers do. The way that IKEA decorates their store with their own merchandises, creates its environment as interactive theatrics. Similarly to offline environment, the web layout is important for e-shoppers to easily find their desired products and information. Website should reflect the brand at every touch point. The visual theatrical effect such as 2D/3D is very essential in order to provide the vivid experience for shoppers. Overall, every element mentioned in theories is important. However, it would be big investment to cover every detail. Therefore, retailers should intensify the elements, which lift up their brand and products images and favor customer’s sight experiences. While the elements such as music and scents, which are connecting to personal preferences, should keep them neutral in order to avoid undesired experience.