ABSTRACT
The interior design of the restaurant business has similarities in the stages of the design process, so that the differentiation elements identity as intellectual property, and as a medium of communication to consumers becomes a big variable in the interior design process to create an identity that will affect the differentiation between competitors. A strategy is needed in implementing identity in interior design so that there can be harmony between the characters in an entity and its interior design. Dynamic identity acts as a strategy, which aims to bring out visual variations in the identity and character of an entity in the context of interior design. Interior design elements are used as identity variables that will create a character in an entity. This study uses a descriptive qualitative method, with the analytical method used to compile data from observations and discussions, to identify dynamic identity variables that arise from the object of research. The results obtained are that there are applications of several dynamic identity variables in the interior design of the research object.
