Artful Living: Amanda Hoyle’s Bold, Feminine London Home

Amanda Hoyle of Sey Studios is known for her art-driven style. For her home, bold colours, original details and a curated collection of work by emerging female artists craft a vibrant and timeless space

Known for its charm and eclectic flair, Notting Hill serves as the perfect backdrop for Amanda Hoyle and Oliver Friesen’s stylish abode — a classic Victorian townhouse built in the early 1900s, that retains much of its original charm.

Once the residence of pioneering advertising designer John Hassall, the apartment — one of seven in the building — is a spacious three-bedroom, two bathroom retreat spanning 140 square metres across two levels.  The open-plan main floor is perfect for entertaining, while the second floor offers a private, serene haven for the couple and their beloved sausage dog, Salami.

The renovation journey began with an instant connection to the space’s historical features, including intricate cornicing, a beautiful fireplace and elegant windows. Yet, the couple recognised the need for modern updates, especially in the layout and finishes.

Drawing inspiration from their art collection, which includes vintage family pieces and contemporary works centred on female empowerment, Amanda meticulously crafted a design that honours the apartment’s history while infusing it with fresh, modern touches.

Lighting presented a challenge, with the apartment’s west-facing orientation providing plentiful afternoon sun but limited daylight. To address this, the design incorporated a mix of overhead, wall and freestanding lighting to ensure the space remains warm and inviting throughout the day.

The couple’s eclectic approach to design shines through in their selection of materials — natural stone, herringbone wood floors and custom oak butcher blocks — each contributing to the home’s inviting yet luxurious atmosphere. Farrow and Ball’s ‘Pointing’ white, paired with vibrant accent colours inspired by the artwork, ensures the space feels both grounded and uplifting.

A key feature is the dining nook. Initially intended as an office, the space was transformed into a vibrant entertaining space after Amanda and Oliver fell in love with the neighbouring church’s stained glass windows.

For Amanda, this project was deeply personal. As someone who has spent much of her career in male-dominated fields, she ensured that women artists and female-owned businesses were at the forefront of her design choices. This sentiment carries through to every detail, reflecting Amanda's passion for both empowering women and creating a space that feels as vibrant and full of character as her and Oliver's life in London.

Text by Catherine Mo