Fashionistas Hub

Gothenburg's Boutique Hotel Flora, facade in dusty pink overlooks Kungsparken in Sweden


A funky creative home to fashionistas and hipsters, trendy grandmas and urban kids - this is where generations mix with ease. Hotel Flora’s playfully light, vibrant boutique interior sees the modern designer hotel fused with Nordic confidence and a nudge of hot Brooklyn vibe.

A delightful, fun-spirited, chilled boutique hotel with a hint of the fashionista, Hotel Flora is a designer den located amongst the indie shops and hip bars of Gothenburg, Sweden. Being a former Fish Hall and located on Grönsakstorget, (literally Vegetable Square where the markets were once held), it is fitting that the hotel is aptly a place for the modern trader with a strong link to fashion and cult brands, for which Gothenburg is known.

With the cool Nordic fashion brands as neighbours, it's hardly surprising then that the Hotel Flora has a special feel, with interiors that mirror the fashionistas all around. Run by a local duo, Carina and Daniel Högberg (with the able aid of their adorable Schnauzer), Hotel Flora is relaxed, attracting a mixed crowd from Gothenburg's creative set as well as international guests, giving the Flora a casual, urban vibe.

Interiors are fun, light and echo the chilled air of the place. Cool Nordic design prevails peppered with sorbet shades and a crafted playfulness with most of the pieces of furniture and lighting from Design by Us - a Copenhagen based design studio, which reveal a colourful palette with whimsical accessories that conclude modern Scandic styling with a dash of New York, of course. 

Helmed by Rasmus Larsson, Design By Us help populate Hotel Flora to be a colourful playground, which is simultaneously vibrant and soothing. Colours take centre stage - forget less-is-more, Design By Us live by the mantra that ‘more-is-more’, despite their functional Danish design roots. Finding their inspiration from the catwalks, Design By Us challenge perceptions of design by switching up the norms,  showcasing a bold and expressive décor that taps into carnival mode. Bright coloured pendant lighting and shimmering wall lights, voluminous high-backed art deco chairs in sorbet velvet hues, coated iron coffee tables with gold legs dot the design landscape creating a beautiful fusion between fashion and fantasy.

Join the oh-so-cool dreamland at Hotel Flora Gothenburg, local with an urban twist, without taking itself too seriously, and abundantly geared for the modern nomad seeking connection to Sweden's creative scene - well, it’s right on your doorstep.

Being next to the fashion brands, you can expect a little playfullness in the rooms - with furnishings from Denmark's Design by Us and their signature pieces from pink power to camouflage, rock to cool crash pad


Whichever room you choose – each has been hallmarked with Hotel Flora’s distinctive style. Recognising the need for travellers to choose a dinky-luxe room (as they’ll be out shopping and socialising naturally), Hotel Flora provide a Tiny, Extra-Small, Small or Medium room. Elegant and simple, they have standout features such as eye-catching headboards in hues of pink, Scandi-cool light hangings and velvet curtains.

Up a notch for a more spacious stay and Hotel Flora delivers with its suites. Rock Room has views over Södra Larmgatan, and is decorated in bright colours, denim and leather. The Royal Swedish Room is located next to the terrace and is a celebration of Sweden. Both come with sofa break-out areas and stylish SMEG fridges for your hydration needs.


Being an urban take on the classic B&B there is no restaurant as such at Hotel Flora apart from the delicious breakfast buffet in the mornings. Being Swedish at heart and attracting a lot of Nordic guests, Hotel Flora creates a tasty delight of regional dishes - from the classic Kanelbullar cinnamon buns, to a homey soured milk - a type of creamy yoghurt, and of course to the homemade Loganberry jams. Apart from this there is an egg menu, muesli counter, bread baskets and juice bar. If in a hurry you can get a bagged breakfast to go for the busy urbanites. 

Otherwise food is a casual affair, a simple offering of the staples and light bites that travellers require. Most of the crowd here opt for a crafted local beer at the bar before dining out close to the hotel, hitting the very hot gastro scene of Gothenburg - including several Michelin-starred chefs that quietly nudge up to those stars of Denmark.


Right in the creative heart of downtown Gothenburg, the Hotel Flora has a fab location overlooking the open green spaces of the Kungsparken, Göta River and the University of Gothenburg. Around the corner of the hotel sits a community of cool independent boutiques and the creative quarters of town housed in period buildings. 

The high-street shopping district of Kungsportsavenyen is just a short walk, as is the Gothenburg Museum of Art, the Old Town and Liseberg Amusement Park. Walk on over to the portside which in recent years has been rethought with some of the best eateries in town, not forgetting Gothenburg's famous fresh fish market.

“Life should be both colourful and fun” - Carina & Daniel Högberg


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

Carina & Daniel Högberg are two peas in a pod – a loved-up elegant couple that get as excited about a chilled Pinot Noir as they do talking to the neighbouring designers from Nudie Jeans, to feasting on herbal smoothies, oh and they are both runners. They adore the urban hubs of New York & London “The world is like a candy store – a cultural treasure trove of design and culture that inspires us to rethink these ideas and bring them to the lovely fisherman’s heritage of Gothenburg.”

" ‘The world is like a candy store – a cultural treasure trove of design and culture that inspires us to rethink these ideas and bring them to the lovely fisherman’s heritage of Gothenburg."

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