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Owl co-founders Sophie van Winden and Simone Gordon are advocating for interiors that feel playful and personal, rather than overly formal or picture-perfect. The East London studio has designed residential and commercial spaces since 2014, and says small details can add character without overwhelming a room.
East London design studio Owl is making the case for homes that are practical as well as playful, with co-founders Sophie van Winden and Simone Gordon telling Livingetc that interiors need not take themselves too seriously. The designers say carefully chosen personal details can make a room more joyful without requiring bold decoration everywhere.
Van Winden and Gordon founded Owl in 2014 and have since worked on bespoke residential and commercial projects, offering interior design, styling and consultancy. In the Livingetc interview, they described playfulness as part of the studio’s approach from early project discussions through to design and execution. They said their aim is to create uplifting interiors that have a lasting positive effect on the people who use them.
The designers define playful interiors not as rooms filled with color or novelty, but as spaces that reflect the people living in them. Examples they gave include an unexpected color pairing, an unusual piece of furniture, or a detail that makes someone smile. They said the choices should also support the practical demands of everyday life.
Small interventions are central to their advice. A painted checkerboard border around a doorway, a distinctive mirror in a hallway, or an unusual object on a kitchen shelf can add character, they said. Owl’s projects cited in the feature include a Harpenden cinema room designed to serve as both a playroom and a cinema, and a home completed in 2025 that features a Misha Kahn mirror artwork.
Why Personal Details Matter at Home
The designers’ argument is that a home should work as a place to live, not just as an image to admire. Their approach links individual expression with day-to-day usefulness: a room can have a clear point of view while still accommodating the activities that take place there. For readers considering changes to their homes, that means a playful update does not necessarily require a full redesign or a large budget; it may begin with one detail in an overlooked spot.
Van Winden and Gordon also connect their approach to the growing influence of polished visual culture. They told Livingetc that social media and AI have contributed to a world of highly curated images, while news can feel heavy. They see homes as places to find comfort and reconnect. Those are the designers’ views, rather than measured evidence that particular decorating choices improve wellbeing, but they explain why the studio prioritizes how a space feels as well as how it looks.
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Owl’s Approach Since 2014
Owl is a British interior design practice based in East London. Since its founding, it has taken on bespoke homes and commercial spaces, according to the Livingetc report. The studio’s stated interest in joyful, daring design informs both its project work and its advice about making homes more personal.
The interview does not announce a new product, partnership or business expansion. Its news value is the public articulation of the studio’s design philosophy and practical suggestions for applying it. The examples range from a small painted border or object to a room with more than one function, showing that the approach can be applied at different scales.
“The best interiors don’t take themselves too seriously.”
— Sophie van Winden and Simone Gordon, Owl co-founders, speaking to Livingetc
What the Feature Does Not Establish
The Livingetc article is an interview about design philosophy, not an independent evaluation of the effects of playful interiors. It provides no survey, cost data or comparison of how different design choices affect residents. The designers’ comments about comfort and happiness should be understood as their perspective and professional approach, not as a guarantee of a particular outcome.
The feature also does not set out a single formula for balancing playful details with a room’s practical needs. The right choices will depend on the home, its occupants and their budget. It is not clear from the material provided how Owl measures whether a finished project achieves its stated aim of having a lasting positive impact.
How the Ideas Could Shape Projects
The interview gives readers examples to adapt rather than announcing a specific next step for Owl. The studio is described as continuing its bespoke residential and commercial design work, but the source does not provide a schedule for upcoming projects or further announcements. Its approach points toward identifying a small area that feels impersonal or overlooked and considering a detail that suits the people who use it.
For anyone planning a room, the designers’ advice is to start with one personal element and keep the rest of the scheme sufficiently restrained for that feature to stand out. Whether it is a mirror, a doorway treatment or an object on a shelf, the choice should reflect the occupants rather than simply copy a trend, while leaving the room functional.
Key Questions
Who are the designers behind Owl?
Sophie van Winden and Simone Gordon are the co-founders of Owl, an East London studio established in 2014. The practice works on bespoke residential and commercial projects.
What does Owl mean by playful interior design?
The designers describe it as adding personal, unexpected details to a space, such as an unusual mirror or color combination, while keeping the room practical. They say it does not mean making every feature bold.
How can someone add playfulness without redecorating a whole room?
Van Winden and Gordon suggest smaller touches, including a painted doorway border, a distinctive hallway mirror or an unusual shelf object. They recommend choosing a detail that feels personal and letting it stand out against a more restrained scheme.
Does the interview show that playful interiors improve wellbeing?
No. The co-founders say they want to create homes that feel joyful and supportive, but the feature reports their professional views and does not provide research measuring the effects of specific design choices.
Source: livingetc.com
