Walk into a hotel lobby, a coffee shop, or a dentist’s waiting room, and you instantly get a feeling about the place—sometimes before anyone says a word. That feeling is shaped by everything you see, hear, smell, and even feel under your feet. In this chapter, we explore why the physical environment of a service is far more than just a backdrop: it is an active part of the experience that guides your emotions, thoughts, and behavior, and a powerful tool that service managers can design on purpose.