“A beautifully set table is remembered longer than the meal served.”
Björn Kroner
The florist, author, and TV star on hospitality, design, and the magic of a set table.
A declaration of love for the set table
ALEXANDRA GORSCHE: Your new book is a declaration of love for the set table. Why is this moment often underestimated in gastronomy?
BJÖRN KRONER: I think it's simply because there isn't enough time and, moreover, because people fail to recognize that every table guests sit down at tells the story of the establishment and triggers emotions.
What can hosts learn from your designs?
A table is like a stage! Once you've internalized that, you don't have to do much at all. The idea of staging is important, not just that everything fits together harmoniously. Sometimes a little drama is allowed.
“An artfully set table is remembered longer than the menu”, you write—how would you apply this idea to a hotel breakfast or Sunday brunch?
Sometimes a well-chosen vase with a beautiful flower or a perfectly placed planter is enough to amaze guests. The most important thing is to deviate from the norm and be bold in terms of color and form.
What role do stories play in design? Can hotels also tell stories with flowers?
They certainly can. Some hotel groups even hire product designers, such as the Kameha Grand Hotel with Marcel Wanders, who tells his own unique story through his neo-baroque floral style. Or the George V in Paris! They fly in Jeff Leatham from the USA especially to create seasonal floral designs. This has made them famous worldwide.
A floral accent—like morning dew on a summer meadow—instantly changes the mood.
Big mistake: unkempt flowers
Your work combines floral imagination with precision. How much courage does it take for a company to do something “different”?
In my opinion, it takes less courage and more determination to hire someone with a keen understanding of design and floristry skills who can reliably implement this for you.
What effect does floral design have in the breakfast room?
A little morning magic always helps. A floral accent—like morning dew on a summer meadow—instantly changes the mood.
What mistakes should be avoided at all costs?
Unkempt flowers! If you don't know what you're doing, you should work with professionals—otherwise, the mood will be ruined.
Flowers in hotel rooms – yes or no?
Yes, but well cared for! And adapted to the room and light. It doesn't have to be opulent – but always well thought out.
From Genusspunkt Sept-Oct 2025
A floral accent—like morning dew on a summer meadow—instantly changes the mood.
© JUNI Fotografen
