About
About INNR House
The name says it first. INNR, inner. Everything we make begins on the inside, with the quiet conviction that strength, calm and worth are not given to you by the world but found within you.
INNR House is the home of a character universe built around that idea. It starts with Willow and Billy, two characters created by artist Marcel van Luit, and grows through art, objects, spaces and collaborations. We build worlds you do not just look at, but live with.
Where it began
Willow was painted on canvas, by hand, in silence. He came out of a real place: years of feeling unseen, not from being alone but from going unnoticed. A character with no eyes, no mouth and no judgement. A presence that simply is, and simply stays.
That one painting became a universe. It turned out that a great many people recognised the feeling, and recognised themselves in the answer.
Our mission
The world is louder than ever, and lonelier than ever. We make characters and objects that answer that quiet, not with noise but with presence.
Most collectibles are about status. Ours are about what happens on the inside. A piece that leaves INNR House is not made to impress a room. It is made to keep someone company, to steady them, to remind them they are not alone.
Our vision
We believe character IP can hold the same weight as fine art: crafted, considered and built to last generations. We develop our characters slowly and choose partners who share that standard, across fashion, fragrance, interiors and beyond. Fewer collaborations, deeper ones.
Willow and Billy have already lived in the world, from international art fairs to public installations. Not as mascots, but as art. That foundation is what sets them apart.
Love Louder
Love Louder is the message that runs through everything we make. If the world gets louder, then love has to get louder too.
It is an invitation, not an instruction: be softer in a hard world, choose connection over distance, be present for others, and be kinder without needing a reason. Willow carries that message in stillness. Billy carries it in colour. Same message, two voices.
The artist
The INNR House universe begins in the studio of Marcel van Luit, a multidisciplinary artist working across painting, sculpture, animation and public installation. Willow is his most personal work, born from his own experience, and now shown and collected internationally.
He puts it simply: that painting is now a universe.
Work with us
We are open to conversations with galleries, brands and licensing partners who share our standard. Visit our Licensing page or get in touch.