Big Brother returns with Orwellian makeover as ITV unveils largest launch yet

ITV's Big Brother returns Sunday with its largest launch yet, as the show leans into Orwellian themes for its 25th-year revival and a potential seven-week run inside the house. The latest iteration aims to feel more omnipresent than the 2024 run, with a design that rewards visibility and interaction among housemates from day one.

The house has been redesigned in a bold, eye-focused aesthetic. Eyeballs dot every shelf and surface, including the entrance corridor, and a wall of bright lights reinforces the sense of constant surveillance. A reported tally of at least 90 cameras underscores the loop of attention that follows contestants as they navigate the space. The dining table is studded with 25 eyeballs to nod to the program's birthday, and the overall visual language points to a year of heightened control and twist potential ahead of the launch.

Inside, the layout emphasizes togetherness and limited privacy. The bedroom is bathed in teal and pink hues and contains three double beds, suggesting housemates will share close quarters from the outset. The kitchen remains equipped with the usual mod cons, but the amount of food that will fill the fridge depends on the weekly shopping tasks that drive the game. The bathroom departs from the pristine white marble seen in some seasons, instead adopting primary-color walls that could jolt anyone awake in the small hours. The garden offers a compact outdoor space with a hot tub, a feature that may again fuel social dynamics and late-night conversations under the cameras.

Back for the celebrity run, the snug returns as a quiet corner for gossip or potential nomination discussions, while the Diary Room features a rounder, firmer seat but keeps the eye motif a constant presence. The setup signals a season described by producers as potentially the most twist-filled yet, with the chance for housemates to confront challenges that test alliances and loyalties as the weeks unfold. The show is set to welcome hosts AJ Odudu and Will Best back to the spotlight after seven weeks of competition, and the winner will take home £100,000.

Observers have noted that the series will run longer than recent August launches, with housemates potentially spending up to seven weeks in isolation from the outside world. While it remains to be seen how many entrants will move in on launch night, past installments have seen 16 housemates enter the house, though the final number for this year remains undecided as production continues.

Big Brother premieres Sunday at 9 p.m. on ITV2 and ITVX, with the eye-catching new set and a heightened emphasis on surveillance promising a debut that leans heavily into its Orwellian legacy while aiming to deliver the twists fans expect.