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Owl co-founders Sophie van Winden and Simone Gordon are making the case for interiors that combine practical living with humor, individuality and small surprises. The East London studio has designed bespoke residential and commercial projects since 2014; its founders say playful details need not mean bold color everywhere or rooms that put style ahead of use.
East London interior design studio Owl is urging homeowners to make room for humor and play in their homes, arguing that personal touches can make a space more enjoyable without getting in the way of everyday use. In an interview with Livingetc, co-founders Sophie van Winden and Simone Gordon described an approach built around bespoke design that is practical, individual and less formal.
Van Winden and Gordon established Owl in East London in 2014. The studio has since worked on bespoke residential and commercial projects, providing interior design, styling and consultancy. Its founders say they want to create rooms that meet the needs of the people who use them while adding details that bring a smile.
The designers describe playful interiors as spaces that reflect their inhabitants rather than conforming to a picture-perfect look. That can mean an unexpected color combination, unusual furniture or a small decorative feature. They stress that the approach does not require every surface to be bold: a restrained room can still include one distinctive element that draws attention.
Examples they gave include a painted checkerboard border around a doorway, an unusual mirror in a hallway or an unexpected object on a kitchen shelf. Owl’s projects cited in the interview include a Harpenden cinema room that also serves as a playroom, and a Victorian villa with a blue-toned kitchen counter. Livingetc also describes a house completed in 2025 featuring a Misha Kahn mirror artwork in its living room.
Small Details, More Personal Homes
The studio’s argument matters to homeowners because it connects interior design choices to how a home feels to live in, not only how it appears in photographs. A small, deliberate detail may give a room character without requiring a major renovation or a highly decorated scheme. The designers also link playfulness with practical use, rather than presenting it as a substitute for it.
Their comments offer a design perspective, not evidence that playful decoration improves wellbeing for everyone. But they point to a familiar decision for people planning a home: whether to prioritize a polished, coordinated look or make room for choices that express the residents’ personalities. Owl’s answer is that the two can coexist when details are selected with care.
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Owl’s Bespoke Design Approach
Owl’s founders say their outlook grew partly from finding the interior design industry serious and intimidating when they began working in it. They wanted to make design feel more connected to daily life, with homes that were beautiful, fun and functional. The studio’s work spans both homes and commercial spaces, according to the Livingetc report.
The interview places that approach against what the designers describe as an increasingly polished visual environment, influenced by social media and AI imagery, as well as a news cycle that can feel heavy. Their response is not to reject considered design, but to favor spaces that feel lived-in and personal over rooms designed only to look perfect. The report presents this as the co-founders’ design philosophy, rather than a measured account of wider consumer preferences.
“The best interiors don’t take themselves too seriously.”
— Sophie van Winden and Simone Gordon, Owl co-founders, in Livingetc
The Limits of the Design Advice
The interview does not provide project budgets, client feedback data or evidence comparing playful interiors with more restrained approaches. It is also unclear how widely Owl’s recommendations reflect current design practice beyond the studio and the projects featured by Livingetc. The examples illustrate the founders’ work and views; they do not establish that the same choices will suit every home or household.
The source gives no specific advice about costs, sourcing, durability or how to adapt particular features to rental properties. Homeowners would need to weigh those practical questions against their own needs and constraints.
Applying Play Without Overdoing It
Owl’s co-founders recommend starting with a room or overlooked feature that could use more character, then introducing one personal detail rather than adding bold elements everywhere. A doorway, bathroom feature or headboard could become a focal point, they say, while the rest of the room stays relatively restrained. The studio’s principle is to make the detail feel connected to the people living there, rather than included simply because it is fashionable.
The Livingetc report does not announce a new Owl project, product line or design service. The development is the publication of the founders’ advice and their account of the studio’s approach; further project details or announcements were not included in the source material.
Key Questions
What does Owl mean by playful interior design?
Owl co-founders Sophie van Winden and Simone Gordon describe it as using personal, unexpected details to give a room character and make it more enjoyable to use. Examples include an unusual mirror, a distinctive color combination or a painted doorway border.
Does a playful room have to use bright colors everywhere?
No. The designers say playfulness does not require bold choices throughout a room. They suggest adding one unexpected element to a more restrained scheme so it stands out without overwhelming the space.
Who founded Owl, and when?
Sophie van Winden and Simone Gordon founded the East London design studio in 2014. According to Livingetc, it works on bespoke residential and commercial projects and offers design, styling and consultancy services.
What examples of Owl’s work appear in the report?
The report features a Harpenden room designed to serve as both a cinema and playroom, a Victorian villa with a blue-toned kitchen counter, and a living room with a Misha Kahn mirror artwork in a house completed in 2025.
Source: livingetc.com
