‘LALAFEL’ is a compound word from a Spanish phrase that refers to ‘giving happiness’, and the brand value was defined as ‘giving jewelry as a gift is something that makes someone the happiest person in the world’. We thought of providing the customers with the right to discover the significance and value of the gift while selecting the jewelry in the stores, and we needed something to enable the customers to look at the jewelry slowly to acknowledge their behavior, and have special communion with the brand. To describe more in detail, a concept of ‘select’ was added to our space to realize this process, and dramatic elements were included in the process of selecting the jewelry to be designed to directly ‘experience’ the special feelings.