• Owl Design


The whole idea of 'Insta-Interiors' is a room set that reflects our Instagram page, which in turn reflects our style and ethos. At Owl HQ we have a set of key design elements which we always use some, if not all in our projects. (You can read about these in more detail here, and see how they relate to our chosen Insta images)


When looking for accessories to use in our set A New Tribe was the obvious place to go. Owner Ella has an amazing eye for beautiful and unique products, so we are thrilled to have them on board as their ethos sits so well with our own!

An online and bricks and mortar (London’s Chatsworth Road) homeware store, A New Tribe opened in the Spring of 2016 and offers an eclectic curated selection of beautiful interior objects and textiles sourced from independent designers and small brands from around the world.

Every object has been carefully chosen by founder Ella. Their unique products come from far and wide including Morocco, Japan, India, the UK and the USA - either hand-made or small batch production. A New Tribe is also home to 'The Rug Trade', with an extensive selection of Moroccan rugs including rare vintage finds and newly designed rugs hand-made using traditional techniques. You can find one of these in our Insta-Interior room set! (Jump to the bottom of the post to see all the beautiful products we chose for the set).


We asked Ella a few questions to find out a bit more the about the person behind the brand:

What inspires you?

My biggest inspirations are travel, people, and the stories behind objects. For example when sourcing the pieces that I sell in A New Tribe I’m always draw to anything which is influenced by the particular culture or craft from where the item comes from, or when working with smaller designers I love that each piece is never completely identical and shows that it is handmade. I love getting to know the designers that I work with and stock - for me this connection is important.

What are the ingredients for great design?

Originality and a strong personal handwriting and identity. It sounds obvious but I think this can hard in a world where we’re so over saturated by imagery of great design. Designers that I work with such as LRNCE and Sophie Alda really have a strong personal identity in their work which really appeals to people. I also think that the balance between of the moment and timeless design is very important.

What's really exciting you at the moment in design?

I think its a really exciting time for smaller brands and independent designers - the fact that people are moving away from mass produced and valuing the hand made and craft again really excites me.

What would you be if you didn’t run ANT?

I would love to get more into interior design or interior architecture. For a while I wanted to be a florist but I’m really not a morning person so quickly realised that was a bad idea! A New Tribe opens at 11am so that suits me just fine for now!


The finished set! See below the photo for details on the objects we used...

Pink Patterned Conical Vase by Sophie Alda

Handle Vase in Blue by Sophie Alda

NAAJA Cushion by LRNCE

TAMAR Cushion by LRNCE

Azilal Chapiteau Rug by A New Tribe

Guardian I Rug by M.A


We are offering one lucky winner an @anewtribe vase designed by Sophie Alda (as seen in the set) and an interior design consultation with @owldesignlondon, which will include a personalised mood board and floor plan for the room of your choice. Total prize value £450 !

To enter:

⚡️ Follow @owldesignlondon and @anewtribe on Instagram

⚡️Like the 'GIVEAWAY' post

⚡️ Share the pic of our Insta-Interior room set from our page in your stories - don’t forget to tag Owl Design and A New Tribe!

The competition closes at midnight Saturday 21st September and the winner will be chosen at random and announced Monday 23rd September



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