BACKGROUND: Multisensory birthing rooms are specially designed and integrate elements such as sound, light, and visual stimuli to create an immersive atmosphere. AIM: To investigate how implementing multisensory birthing rooms affect midwives' perceptions of their working environment. METHODS: The data material consisted of 16 semi-structured interviews. The population was midwives employed before and after the implementation of multisensory birthing rooms and the setting was a labour ward unit at a Danish regional hospital. A qualitative description of the midwives' perceptions of their working environment in multisensory birthing rooms was performed and a thematic analytical approach was applied. Findings Four major themes were identified. 1. "Sensing the environmental transformation" in which the midwives experienced that the multisensory birthing rooms helped to create a safe and less risk-focused atmosphere. 2. "Navigating new norms" describing the espoused beliefs and values regarding new practices within the rooms in which the implementation of the rooms creates a commitment among midwives for further involvement and development of the maternity ward. 3. "A supportive atmosphere", which addresses how the multisensory birthing rooms capture different levels of affective attunement and how the calm atmosphere helps to support the work of the midwives. 4. "A sense of pride and empowerment", which addresses how the environment creates a sense of pride and empowers the midwives. CONCLUSIONS: The physical transformation from traditional to multisensory birthing rooms has led to a cultural transformation supporting the midwives' sense of professionalism through the improved working environment.