The purpose of this thesis is to study what experiences, value creation and experience shopping is according to three shop managers and the shoppingcenter manager of Smedjan, which is situated in the centre of Luleå, in the north of Sweden. The research is qualitative with a hermeneutic rule of conduct and an abductive approach. I’ve had four qualitative interviews to be able to answer my research questions and purpose for this thesis. To understand and interpret the empirical research, I’ve also used a number of literature sources. This research shows that professional customer service but also that something extra, the aspect that customers feel is value creating is also important for the shopmanagers. It can be the exposure of clothes in a new thinking way, a shop assistant who has served a customer with great empathy and understanding, or a surprise moment in the shop that raises enthusiasm from the customer’s perspective. They describe a distinguished experience as something greater, bigger and that customers' get the help they need in the store, experience is something that affects the sensory impressions that the customer is not expected to experience in Smedjan, which is beyond just shopping. Shop experiences mean, according to the informants, the customer getting inspired when for example coming into the store and noticing something unexpected and becoming surprised. In order to create shop experiences, you have to be able to surprise the customers in different ways and make efforts to stand out from the crowd. But also to make sure that customers get the help they need, want and maybe a little bit more. The pleasure aspect is in focus in the experience industry which my informants’ also have more or less noticed. Secondly shopping today, is more like an experience than just walking around and having a look in different shops. The conclusion of this thesis is that my informants had more or less realized the relevance of experience shopping and also noticed why the experience perspective is in sharp focus today. The essays key words Experience, value creation, experience shopping.