Percy Doughty explores how ambience shapes modern British homes and how self-builders can craft a truly warm, inviting space.
As the nights draw in and temperatures begin to fall, the focus naturally shifts indoors. Across the UK, homeowners are re-evaluating what makes a home feel warm, inviting and truly comfortable.
It’s not just about staying warm – it’s about creating an atmosphere that fosters relaxation, connection and a sense of belonging.
Recent national research has shed light on how important ambience has become in British homes, revealing that more than half of households would rather light a fire than turn on the central heating when the temperature drops. It’s a finding that captures a broader truth: for most people, the glow of a fire symbolises comfort, familiarity and togetherness in a way no thermostat ever could.
WHERE COSINESS LIVES
The living room remains the nation’s comfort zone. Over four in five respondents described it as the cosiest space in their home – a place to unwind, gather with family and escape from the outside world. Among older generations, this sentiment is even stronger, with more than nine in 10 over-65s naming the living room as their ultimate comfort space.
Younger homeowners, meanwhile, are reshaping the concept of “cosy.” Nearly three-quarters of 18-24 year olds and two thirds of those aged 25-34 said the bedroom is their sanctuary – a place for rest and personal retreat. Interestingly, a small but growing number of younger adults identified the bathroom as their preferred cosy space, suggesting an increasing focus on wellness and self-care within interior design.
These differences highlight how lifestyle, property type and generational priorities shape our sense of comfort. For self-builders, understanding these shifting expectations can help ensure
that design choices align with how the home will actually be lived in.
Regional preferences across the UK reveal an equally diverse picture. In the North East, nearly nine in 10 homeowners list the living room as their top comfort priority, while in Northern Ireland, the bedroom takes precedence. In London, compact spaces and busier lifestyles appear to influence design choices: almost one in 10 residents considers the dining room or even the bathroom as their cosiest retreat.
For those designing or building a home, such variations underline the value of flexibility. A well-planned home should allow spaces to serve multiple functions – a living area that can shift from bright and social by day to soft and soothing by night, or a bedroom that doubles as a private escape from the demands of daily life.
FIRELIGHT VS CENTRAL HEATING
Perhaps the most striking insight from the research is the enduring appeal of the fire itself. More than half of households said they would rather light a fire than switch on the central heating. Among younger homeowners, that figure climbs dramatically – with over three quarters of those aged 25-34 saying they prefer the ambience of a fire to the efficiency of a radiator.
The reasoning goes beyond practical warmth. Many respondents linked the ritual of lighting a fire with happy memories and a sense of calm. A live flame creates a focal point that unites a room, offering visual warmth and atmosphere that central heating simply can’t replicate.
This insight has implications for both design and energy planning in self-build homes. Even if the main heating system is underfloor or heat pump based, integrating a feature fire – whether woodburning, gas, or electric – can provide both functional heat and a vital emotional anchor for the living space.
MODERN AMBIENCE & FIRE DESIGN
Advances in heating design mean that ambience and efficiency no longer have to compete. Modern stoves and fires are engineered for clean performance and can complement even the most energy efficient homes. Electric and gas models, in particular, have seen a surge in popularity, with over half of UK homeowners saying they have bought or considered buying one. Younger generations are leading this trend, drawn to the combination of realistic flame effects, ease of use and minimal maintenance.
For self-builders, this versatility opens up design possibilities. Electric fires can be installed in locations that would once have been impractical – feature walls, open-plan zones, or even bedrooms – giving designers freedom to use flame as a visual and emotional design element, rather than purely as a heat source.
DESIGNING FOR SEASONAL COMFORT
As winter approaches, interior designers consistently highlight the same core principles for creating a welcoming, ambient home.
- Layer your lighting: combine ceiling lighting with table lamps, floor lamps, and candlelight to achieve warmth and depth.
- Add tactile textures: soft furnishings in boucle, velvet, or chenille instantly enhance a sense of comfort.
- Make the fireplace a focal point: a central fire – whether traditional or contemporary – creates an emotional heart to the room.
- Bring in natural elements: foliage, dried flowers, or natural materials help connect the indoors with the changing seasons outside.
- Use scent to set the mood: woody or spicy fragrances can make a room feel instantly more welcoming.
These touches cost little in comparison to major construction decisions, but they significantly influence how a space feels day to day.
A LASTING GLOW
The research reinforces what many self-builders already know: atmosphere is integral to design. Homes that prioritise ambience – through light, texture, and warmth – are the ones people most want to spend time in.
The modern hearth, in whatever form it takes, remains at the heart of that experience. From open fires to contemporary electric designs, the flicker of flame continues to play a defining role in how British households build, decorate, and live.
As autumn settles in, it’s clear that home is still where the hearth is – and the art of creating ambience is as relevant to new builds as it ever was to traditional homes.