Big Brother House gets Orwellian makeover as ITV returns with its biggest launch yet

ITV’s Big Brother returns with its biggest launch yet, embracing a bold Orwellian makeover that reinforces the show’s long-standing surveillance motif. As the new series gears up for launch, producers have wrapped the house in eye-catching color and high-intensity lighting, signaling a season built around twists, shocks and a claustrophobic feel that leaves little room for privacy.

Entering the house, visitors are greeted by the scent of fresh paint and a sea of eyeballs scattered across shelves, tables and even the entrance corridor. The eye motif isn’t subtle this year; it dominates the decor, creating an atmosphere that watchers say makes participants feel constantly watched. The set design also amplifies the sense of being on camera: the house is densely packed with visual cues, a theme that aligns with the show’s 25th anniversary and its revival under ITV.

The interior is built to heighten the sense of omnipresence. In the dining area, the table is laden with 25 eyeballs—a nod to the show’s birthday and a cheeky wink to viewers about the shopping tasks that will determine meals and treats for the week. The series is billed as the longest run since ITV revived the show in 2023, with housemates spending up to seven weeks locked away from the outside world. Ahead of the launch, the question on many lips is how many contestants will move in on night one, and how the classic format will adapt to a longer, twist-filled run.

The living spaces reinforce the theme of being watched. The bedroom area is split into teal and pink hues and features three double beds, meaning some housemates will likely be sharing sleeping space and building early dynamics. The setup invites potential romances to simmer quickly, a dynamic fans have followed since the program’s early days. The emphasis on proximity also reflects the show’s emphasis on social strategy as much as competition.

The kitchen remains fitted with the usual mod cons, but the question of how generously the fridge will be stocked is tied to the weekly shopping tasks and the housemates’ performance. Bright lights continue to play a starring role; sunglasses indoors are banned, a detail that ensures participants wake up to an unrelenting glare as Big Brother issues its next prompt or punishment. The aim appears to be a constant wake-up call, a factor that could influence mood and alliances as the days tick by.

The bathroom departs from the marble trend of recent years and instead features primary color schemes that could be jarring for late-night wake-ups. The garden offers a compact outdoor space with enough room for fresh air and a return to outdoor activity, though the ever-present cameras loom over every bench, chair and feature. The hot tub, a staple of past editions, makes a return and may serve as a stage for evolving relationships—or strategic conversations—under the open sky.

Back in the house’s more private corners, the snug provides a retreat for housemates to gossip, plot or discuss nominations in a controlled environment that can also draw a penalty if conversations cross lines about the process. The Diary Room, always a centerpiece for confessions and dramatic reveals, this year features a rounder, firmer seat, with the distinctive eyes remaining a constant presence as host interactions loom.

As the countdown to launch continues, participants and fans alike will be watching to see how this year’s twists unfold. The show’s 25th year is being framed as its most omnipresent yet, with the eye motif recast as a continuous reminder that Big Brother is watching. Viewers will also be looking to see which housemate greets hosts AJ Odudu and Will Best after seven weeks—and who, if anyone, emerges as the season’s winner.

The countdown to the premiere on Sunday continues, with Big Brother expected to draw a peak audience as the doors open and the house reveals its new look. The program has already teased that this edition could set new benchmarks for twists and challenges, echoing a trend toward more unpredictable outcomes and longer runs. Past winners Jordan Sangha and Ali Bromley remain touchpoints for fans eager to see whether this season will produce another breakout winner with a compelling journey inside the house.

Big Brother returns tonight at 9 p.m. on ITV2 and ITVX, inviting a new batch of contestants to navigate a house designed to maximize surveillance, stimulation and social strategy over the course of up to seven weeks.