Fashionistas Hub

Cool design in the interiors spaces of the boutique Flora Hotel Gothenburg, Sweden

Fashionistas Hub

Cool creative design Interiors of the boutique Flora Hotel Gothenburg, Sweden

Fashionistas Hub

When you hit Gothenburg, you need to stay where the youthful fashionista hangs out - tune your style buds to funky, gelato tones paired with chic urban styling - a modern creative den of coolness and is the creative hotbed of town - hook up with the fashionista, local hipster and next model


Hotel Flora is a delightful, fun spirited, chilled boutique hotel with an hint of the fashionista, a designer den located amongst the indie shops of Gothenburg, Sweden.

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

With the cool Nordic fashion brands as neighbours, it's hardly surprising then that the boutique Hotel Flora has a special feel, with interiors that mirror the fashionistas all around. 

Run by a local duo (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.

Boutique Hotel Flora is home to the fashion scene of Gothenburg in Sweden Designer interiors of the boutique Hotel Flora in Gothenburg, Sweden

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 several pieces from Design by Us - a Copenhagen based design studio.

Cool creative crowd in the boutique Flora Hotel in Gothenburg, Sweden

Hotel Flora Gothenburg is 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, its on the 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



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.


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


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.

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

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.”

“Life should be both colourful and fun.”

The other woman in the hotel is the cuddly pet-dog Kajsa, who greets sometimes, but not always.


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. 

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