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Hotel Flora Gothenburg – she likes yellow, he prefers blue.

Meet the owners of the fashionista Hotel Flora in Sweden’s Gothenburg (Göteborg), a modern boutique hotel.  Carina Högberg; sophisticated, astute, with the delicacy of a flower and extremely warm hearted. Meet Daniel Högberg; a practical food-loving maverick, with a softer eye for fashion who brims with energy. Together this is the charismatic Scandi couple behind the fashionable Hotel Flora Gothenburg, who love quaffing over a chilled Pinot Noir, adore New York and are most definitely made in Sweden.

Carina & Daniel Högberg, creative owners of the Boutique Hotel Flora Gothenberg, Sweden

Being a former Fish Hall, where the catch of the day were sold and being on Grönsakstorget, literally Vegetable Square where the markets were once held, it is fitting that the hotel is aptly a place for the modern traders with a strong link to fashion & retail – for which Gothenburg is known, such as cult brand, Nudie Jeans.

Working in tandem with the creative studios of Design by US, the couple has expressed a new direction and flow that reveals a colourful palette with whimsical accessories that conclude modern Scandic styling with a dashing of New York, of course. The pair are continually taking the hotel to the next level as they have done since starting back in 1993 with just 16 rooms, we take a little peek into the newest pieces.

A new armchair, above, as featured in the Ladyroom references back to the 50′s SkinnyBitch, this classic form is given a modern touch and a Design by Us twist with the profile on the legs and the stitching on the cushions. (And it would seem that Carina also likes pink).

One of the small meeting or buyers rooms created specifically for the local fashion trade.

C.O BIGELOW Apothecaries from one of the oldest in America based out of New York, was chosen for the hotel.

The new Library which leads out onto a fantastic decking.


Get your Scandi Fixe with further creative crash pads at the design hotel Juvet in Norway.


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