Shoppers can browse curated edits and search for their perfect Dales-inspired pieces with new technology
From roaring fires and well-worn wood to quietly luxurious country kitchens, Emmerdale has long perfected the art of rural British interiors. Now, fans finally have the chance to recreate that look in their own homes.
ITV has partnered with search and comparison platform ufurnish to launch a brand-new virtual Shop the Look experience, allowing viewers to explore and buy interiors inspired by some of Emmerdale’s most iconic sets. The dedicated Emmerdale hub breaks down the soap’s famous homes room by room, turning on-screen style moments into shoppable inspiration.
Shoppers can step inside the charming warmth of Woodbine Cottage, channel the modern luxury of Home Farm, or embrace the eclectic, lived-in comfort of Jacob’s Fold. Each space reflects a different side of Dales living, from rustic farmhouse textures to polished country elegance, all carefully curated to mirror the interiors fans know so well.
Deirdre Mc Gettrick, founder and CEO of ufurnish.com, said: “We are thrilled to partner with such an iconic British institution as Emmerdale. Viewers have welcomed these characters into their living rooms for decades, and now, we can help them bring a piece of that warmth and style back into their own homes.”
Meanwhile, Bhavit Chandrani, director of BE Studio from ITV, said: “Emmerdale’s set design has always played a huge role in the show’s storytelling, helping to create a distinct visual identity. We’re always looking at innovative ways to work with brands and by partnering with ufurnish.com we can continue to extend the viewer experience beyond the screen.”
Behind the scenes, the hub basically uses advanced AI product-matching technology to source items from more than 100 of the UK’s best-known home retailers. Fans can shop exact matches where available, or discover “inspired by” alternatives that capture the look and feel of the sets seen on screen, at a range of price points.
The experience doesn’t stop at individual rooms, either. Viewers can also browse themed edits, including Farmhouse Chic and Country Pub Classic, making it easy to recreate the show’s signature blend of tradition, comfort and character, whether that’s through statement furniture pieces, cosy textiles or heritage-inspired accessories.
For long-time viewers, it’s a rare chance to bring a little of the soap’s timeless Yorkshire charm into their own homes, proving that you don’t need a postcode in the Dales to master that iconic rural look. Shoppers can enjoy the Emmerdale experience via ufurnish here.
