Decorator Index: Sella Concept

The London-based interior design duo specialising in geometric forms and colour

Tatiana and Gayle Noonan of sella concept
The Conran Shop

Who are they? Irish-born Gayle Noonan and half-German, half-French Tatjana von Stein (above, far right) met while working at the former concept store and café Clerkenwell London. Von Stein curated the brands and Noonan was creative director. ‘We both had a passion for chairs and started sending each other chair porn,’ recalls von Stein. The pair formed their design studio Sella Concept in 2016 – the name derives from the Latin word for saddle – and married last year under a 700-year-old oak tree in Andalucía, Spain.

Omar’s Place, Pimlico by Sella Concept
Omar’s Place, Pimlico
Photographer Nicholas Wroley

Sella Concept’s style? ‘Tatjana has a very daring approach, whereas I’m always considering the details,’ says Noonan of their partnership. ‘She’s macro, designing a 50m by 50m glass ball, and I’m thinking about how it might work.’

the conran shop brompton cross
The ‘Ad Infinitum’ installation at The Conran Shop
The Conran Shop

Inspired by their travels, their installations and interiors are full of geometric forms and colour, with a hint of dreamlike de Chirico-style painting. Natural materials such as wicker, terrazzo and timber panelling add texture, and they love a liberal dose of succulents and fern-like foliage.

Sella Concept’s north London studio
Sella Concept’s north London studio
Photography Genevieve Lutkin

Typical projects Temporary ‘living room’ style installations for Netflix and Google were followed by co-working space De Beauvoir Block, but they cut their teeth in hospitality design. Sella Concept reimagined the rooftop of award-winning Hackney cocktail bar Night Tales into a leafy oasis with ‘Malibu-beach-vibe pastels’, designed the retro baby blue and red interior of Piraña restaurant in Balham and conceived the terracotta-hued and terrazzo gem Omar’s Place in Pimlico (above, top).

Sella Concept room at Decorex
Sella Concept at Decorex
Photography Genevieve Lutkin

Recent work Their ‘Ad Infinitum’ installation (above) took over the windows of The Conran Shop in Brompton Cross during London Design Festival, with mirrored arches, spheres and apertures reflecting Conran designs. They are creating the living room space in the Design Encounter installation at Decorex (above), and recently completed their new two-storey studio in Camden (see also above).

Olivia von Halle concession at Harrods by Sella Concept
Olivia von Halle concession by Sella Concept
Photography Genevieve Lutkin

Next is an Olivia von Halle concession in Harrods (above), and apartments for an eco-friendly co-living brand are on the horizon. They say: ‘We take a holistic approach, from the branding through to the interior. There are so many things we would love to do, such as more retail, old people’s homes, a boutique apartment hotel...’

This feature appeared in ELLE Decoration November 2019

Like this article? Sign up to our newsletter to get more articles like this delivered straight to your inbox.


This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at
Advertisement - Continue Reading Below
More From Decorator Index