This.
The most (and least) challenging office I've ever worked in featured a large open plan that had the sales team adjacent to the engineering team. The sales team had a large ship's bell and not only would they ring it for every deal they closed, they would ring it once for every 10k of the deal! That plus they're general loudness drove the engineers crazy.
First they gave us all noise cancelling head phones but that didn't really help.
Finally they moved engineering to another office location down the street. Everything changed when we made the new space our own. Still an open plan but with plenty of cozy corners to sit with a laptop and a few well insulated meeting rooms for loud discussions. The big change tho was the atmosphere: nice and quiet!