The contemporary fashion retail market is no longer focused solely on product display; instead, it emphasizes creating immersive consumer experiences through effective interior design elements. Therefore, this study aims to identify the relationship between interior design elements and visual merchandising strategies in the fashion retail sector. The research is grounded in the principles of consumer behavior and interior design within the context of retail marketing. A mixed-method approach was adopted, incorporating observational analysis and consumer perception surveys. The findings reveal that the integration of interior design elements with visual merchandising strategies creates a harmonious store atmosphere that not only attracts consumers but also enhances product presentation and storytelling within the retail environment. Elements such as lighting and color schemes play a crucial role in shaping consumer mood and directing customer attention. Layout planning is also identified as a significant factor influencing consumer movement and engagement within the store. Furthermore, the study highlights that the synchronization of interior design and visual merchandising strengthens brand positioning and enriches the sensory consumer experience. The research contributes to the field of experiential retailing by offering insights that can help retailers, designers, and marketers optimize retail environments to improve customer satisfaction. In conclusion, the study emphasizes that interior design and visual merchandising are not separate concepts; rather, they are interconnected tools that collectively influence consumer experience in the fashion retail industry.