This vibrant, colourful apartment proves that rental Arooj Aftab’s vibrant, colourful apartment proves that rental properties can still have personality in spades
Arooj worked with interior designer Elle Parmer Jenkins to bring her dream rental apartment to lifePositioned within the buzzing urban sprawl of Stratford, Coppermaker Square is fast becoming one of east London’s most coveted rental communities, and it’s not hard to see why. The sleek, modern apartments with their floor-to-ceiling glazing offer an abundance of natural light, while the thoughtfully designed communal spaces bring residents together, creating a sense of belonging that is, let’s face it, sometimes missing in the heart of a city. For Arooj, this is a place where she feels grounded and connected, not only to her community but ultimately, to herself.
I ask what ‘home’ means to her. “It’s feeling safe, a sanctuary, a place of comfort and a hideaway from the world outside,” she says. Arooj is a force to be reckoned with in her professional life – not least for making waves in the fashion industry as a voice for inclusivity – but at home, she is all about peace and tranquillity. “East London is such a vibrant place to live, there’s always plenty going on and something to attend! But coming home is my retreat,” she admits.
Arooj’s journey to Coppermaker Square started with a simple desire: “I was looking for an inclusive rental community,” she explains. “There’s a monthly programme of resident gatherings and events in the communal space, and it’s very easy to make new friends. The amenities are also a huge bonus; I have everything I need on my doorstep. I can go and work in the co-working space, give myself a spa day, go for a swim, relax in the sauna and hot tub and keep on top of my physical health with the gym,” she enthuses.
Even in a rental it is possible to inject personality and life – Arooj’s apartment is full of personal touchesTo bring her dream apartment to life, Arooj enlisted the help of Elle Parmer Jenkins, an interior designer with an eye for bold yet sophisticated design. “I met Elle through mutuals after she was recommended to me. She understood my vision for my apartment from our first chat. She sent a mood board and nailed it straight away!” Arooj’s brief? Something with “a pop of colour but not too overbearing,” a balance that reflected her personality but maintained a certain level of sophistication. “It was so fun working with her and so easy,” she says, “nothing felt intense or stressful, which can often be the case when you’re moving homes and trying to settle in.”
The result is a space that feels like an extension of Arooj’s personal style. Her love for colour is evident, and it plays a key role in her day-to-day living here. “I like my style; I like to add some colourful tones to things,” she says. “The apartment reflects my fashion sense, and my style is definitely reflected in the space. It brings a sense of calm and warmth and feels like home, rather than a transient rental space. It’s a pop of dopamine dressing with Zen vibes!”
The apartment is full of personal touches, from Arooj’s coffee table tomes to her eye-popping art wall, but there are a few standout pieces that she loves most. “My favourite artwork on the wall is the Urdu print with the orange, which reads ‘kinnu’, meaning orange). The colours are so bold, and it gives an old-school poster vibe, which I adore!” It’s these details that make the space truly her own and serve as a reminder of both her heritage and her playful taste. Other treasures include her pink Mustard Made cabinets and a custom-made cushion from Colours of Arley, a brand she holds dear. “Louisa, the founder, was so great to chat to when getting my cushion made. Blue and green signify NF awareness, which is a condition I live with, so this just really adds that sentimental touch – without being in your face.”
I wonder where Arooj likes to shop art and homeware for the flat. “Westfield is a two-minute walk from me, so I’m spoilt for choice,” she says. “But I also love supporting independent and local as much as possible and have discovered some amazing east London-based stores and artists I love. A favourite of mine is East End Prints in Brick Lane, which does incredible artwork to enhance your living space and add personality. Most of the prints on my art wall have been sourced from there.”
Living in such a well-designed, community-focused space, she has plenty of advice for fellow renters looking to make a mark on their own homes. “I’d say do you and don’t overthink it; add your personality and be as expressive as you like.” Her approach is simple but effective: “Make a mood board and collect as much inspiration as possible, then section that into different areas of your apartment and create your vision with love!” It’s a philosophy that clearly works for Arooj, and nowhere is this more evident than in her favourite spot, the living room. “If I’m not watching the sunrise, I’m watching the sunset. When I unwind in the evenings, relaxing and just having the lamps on gives such a Zen vibe,” she says. The room’s open-concept layout also makes it perfect for hosting friends, which Arooj loves to do.“The open-plan kitchen, living room, and dining room make everything feel much more together and wholesome.”
Whether she’s talking paint choices, or professional endeavours, Arooj’s passion and enthusiasm are infectious. “I have some really exciting things coming up, new things happening for my ‘Done With Diversity’ and my ‘What’s the Solution?’ series,” she tells me. She’s also just embarked on a new chapter as an industry educator at the University of East London, teaching fashion marketing and communications. “The university is on the doorstep of Coppermaker Square and that just highlights the thriving cultural and creative hub that is east London,” she says, enthusiastically. “There’s such power in education and making the future of our industry inclusive to all, I’m very excited for this chapter!”
