The tangible characteristics of the physical environment frequently play a significant role in moulding customer’s perceptions and experiences in the field of service marketing. For well-known firms such as “Jo Malone”, which specialises in exquisite scents and cosmetics, the strategic use of physical evidence is critical to improving the overall customer journey. In addition, ambience is a fundamental component that sets the tone for customer interactions in every service location, and Jo Malone is no exception. According to Bitner (1992) suggests ambience condition encompasses the sensory elements of a physical environment, such as temperature, lighting, music, and scent can profoundly impact customer evaluations. In addition, as North, Hargreaves, and McKendrick (1999) supported that music in a store can significantly impact patrons’ emotions, wait times, and overall happiness, thereby enhancing the overall customer experience. Moreover, Bloch, Brunel, and Arnold (2003) clarified the role that lighting plays in how consumer perceive the quality of products and their overall shopping experience. Furthermore, as (Mattila and Wirtz 2001; Michon et al. 2005; Morrison et al. 2011; Schifferstein et al. 2011; Spangenberg et al. 2005) highlighted that ambient scent influence cognitive responses and memories, enhancing long-term recall and triggering emotional reactions in customers and employees. Besides, as Holahan (1982) emphasized the significance of well-designed physical surroundings, including atmospherics, design, and décor, in supporting the process and enhancing customer satisfaction in service environment. For instance, at “Jo Malone London” brand see in (Appendix 1) brand employs physical evidence deliberately in its boutiques and stores to create a beautiful and appealing ambiance. This comprises characteristics such as a streamlined design, soft lighting, a warm temperature, classical music, perfume aroma, and basic décor. These features operate in tandem to engage customers’ senses and contribute to a premium and welcome experience, hence improving the brand’s image and customer happiness. This technique exemplifies the brand’s deliberate use of tangible evidence to a foster a good service atmosphere.