For ANANTA JEWELRY’s rebranding, IF is in charge of interior design and environmental graphic, which are all based on definition of ‘ANANTA’ and its meaning ‘eternity’ in Sanskrit language. There is relativeness between the name’s literal denotation and intertwined lines of the brand’s infinity logo. IF divides the interior into five sections. ‘Lifestyle’ is space showcasing brand’s lifestyle jewelry line, combines luxury to upbeat spirit and playful gimmicks, causing the area to look less intimidating and more accessible. ‘Men’s’ is section displaying pieces designed for male users embraces simplicity by using materials in darker colors as black, navy blue, with white adding a beautiful contrast to overall mood and tone. ‘Moment,’ is a zone for lifestyle jewelry products of customized styles and prices, is designed to embody fun and elegant sentiment. ‘Bridal,’ focus on wedding rings conveys feminism and the dreamy, vivacious female spirit. ‘High Jewelry’ is a zone featuring products from which the brand is originated is still quintessentially sophisticated but friendlier and warmer. For Interior space and environmental graphic design, IF uses color tone that corresponds with brand’s original and new corporate colors. From the front, overall mood looks livelier thanks to presence of blue and navy blue. Brown, which is brand’s original corporate color, is utilized together with white and other decorative elements such as the furniture. IF also uses raw yet smooth wall surface making space look less formal. Program planning is changed into open plan without any glass walls as partition making ANANTA’s more welcoming, accessible, and friendlier retail space and brand image.