An Interview with Hannah Kleeberg, Herrlich Dining Founder 

In Feature 032 of Conversations Behind The Campaign, we spoke with Hannah Kleeberg, a culinary creative director and the founder behind Herrlich Dining. Established in 2022, Herrlich Dining is a female-led culinary studio based in Berlin that crafts bespoke dining experiences, hosts community cooking workshops, develops recipes, and partners with brands to produce immersive culinary activations

In our interview, Hannah speaks to the rise of food within the marketing space and the important role it plays in bringing people together. She shares insight into how she curates her signature table displays, as well as the creative process behind designing intimate dinners for both brands and her community.

1. Was food always a big part of your world growing up, or did your love for cooking and hosting evolve over time?

My connection with cooking began at a very young age. 

“Even as a child, I was deeply drawn to the world of food – not just as something to eat, but as an experience, a form of expression, and a way of bringing people together.” 

Cooking quickly became more than just a hobby; it was my refuge during difficult times, a source of comfort, and a way to understand and express myself. Over the years, preparing and sharing food has remained a constant in my life – a personal space where I feel grounded, confident, and truly at home. It’s through this passion that my journey with Herrlich naturally unfolded.

2. Can you tell us a little about your career and journey in food styling and private dining so far?

My journey in food styling and private dining began quite humbly: in the kitchen of my shared apartment, where I first started experimenting with food as a creative outlet and a way to connect with others. What started as casual dinners with friends slowly evolved into something much larger.

“Over time, I began crafting visual concepts and culinary experiences that drew more attention, eventually leading me to work with internationally renowned brands and global clients.” 

In between, I founded a successful pop-up restaurant called Herrlich Studio, which allowed me to explore immersive dining in a more public setting. That experience helped shape the identity of Herrlich Dining as a brand that blends emotion, aesthetics, and storytelling through food. Today, I not only create and produce tailored food concepts and stylings, but I also consult for clients across Europe, bringing together creative direction, culinary vision, and a deep understanding of hospitality.

3. What’s your process when conceptualising a tablescape from start to finish? Do you start with a specific image or “story” in mind you want to communicate?

For me, creating a tablescape always begins with a feeling or a story I want to tell. From that initial spark, I begin to shape the atmosphere: What should the table feel like? What emotions should it evoke in someone sitting down to eat? I carefully curate materials, textures, florals, and of course, the food itself – always paying attention to how everything connects visually and emotionally. My aim is never just to make something beautiful, but to create a setting that feels intimate, unexpected, and full of story.

4. Your tablescapes are incredibly detailed and creative – where do you draw inspiration from? Is it the ingredients, a season, or something entirely outside of food?

Often, I draw inspiration from my dreams or vivid childhood memories – images, moods, or moments that have stayed with me over the years. 

“I also find endless creative fuel in old advertising campaigns from the early 2000s, as well as vintage cookbooks from the ’60s and ’70s.” 

There’s something about their color palettes, compositions, and tactile imperfection that deeply resonates with me.

5. You’ve collaborated with some amazing brands – do you have a favourite project or partnership that stands out? What made it special?

I’ve been really lucky to work with some incredible brands, but one project that truly stands out was a TV commercial I did with Google Pixel. We shot in a beautiful villa overlooking Capri, and the whole experience felt like a dream. 

“One of the most memorable scenes involved me hanging freshly made pasta over a laundry line while surrounded by a table full of lively Italian women – we cooked, we sang, we ate together. It was joyful, chaotic in the best way, and full of heart.”

What made it so special was how much of my personal aesthetic and storytelling could flow into a large-scale production. It combined authenticity, emotion, and a certain cinematic imperfection that I always try to bring into my work. The setting, the people, and the spontaneity of the shoot made it unforgettable and a perfect example of what I love most about this kind of creative collaboration.

6. The way you present food always feels so unique and effortless. Do you plan out how each dish will look beforehand, or is it more of an intuitive, in-the-moment process?

It’s definitely a mix of both planning and intuition. I usually begin with a general vision and a concept aligned with the client, but there’s always a spontaneous, impulsive moment that defines the final image. In my work, you often have to respond to things you simply can’t plan for: the way light shifts, how an ingredient behaves, or any short-notice changes in terms of location or team.

“That unpredictability is actually something I really love – it forces you to stay present and trust your instincts. I find that some of the most beautiful, emotionally rich moments happen when I let go of control and respond in the moment.”

 So while there’s thought and preparation behind everything, the final styling often comes together in a very intuitive, almost reactive way.

7. Food has become a big part of marketing. Why do you think it’s become so popular and do you have a favourite trend?

“Food plays such a powerful role in marketing because it taps into some of our earliest, rawest memories.”

The smell of something familiar, the way a dish looks or feels – it can instantly transport us to childhood, to family gatherings, to moments of comfort or joy. It’s deeply emotional and universally relatable, which is why brands are increasingly using food not just to sell, but to connect on a human level. I really welcome this shift, because it helps normalize appetite and eating again – something that has been far too over-policed and aestheticized in the past.

That said, I’m personally not a fan of overly rigid food trends or restrictive eating philosophies, even when they’re positioned as “healthy.” I believe the healthiest thing we can do is to listen to our cravings, to eat with presence and joy, and to stop stressing so much about what’s “right” or “wrong.” There’s so much freedom and true nourishment in tuning into our own bodies instead of external rules.

8. Food plays such a meaningful role in our lives – from bringing people together to offering comfort and joy. What does food mean to you personally, and what role do you think it plays in the way we connect and live?

For me, food is also a source of solace. In times of joy or sadness, cooking or sharing a meal has always been a way to ground myself, to feel present and connected to something larger than just the moment. It’s about more than just taste; it’s the ritual, the atmosphere, and the shared experience that makes food so profound.

“In a broader sense, I believe food plays a vital role in how we connect with one another and with ourselves. It’s an invitation to slow down, to be mindful, and to savor the simple pleasures.”

Whether it’s around a dinner table with loved ones or a quiet moment alone with a meal – food allows us to be fully present and engaged in our lives. It’s a way of celebrating life, in all its flavors and complexities. 

“It has the unique power to transcend boundaries, break down societal walls, and bring people together – no matter where they come from or what their background is. There is something incredibly intimate about sharing a meal.”

9. Do you have a favourite tablescape or private dining experience that stands out in your career so far? What made it particularly memorable?

Some of my most cherished moments have been the most childlike and whimsical. One that immediately comes to mind is my Butterbrot Torte – 

“a simple, yet nostalgic creation that brought me back to my childhood, reminding me of the pure joy found in something as simple as a slice of bread with butter.” 

It was a playful take on a classic, but it had an emotional depth for me, tied to the warmth and simplicity of childhood memories.

Another unforgettable experience was when I shot a short film in a castle, using analog film to capture the magical spirit of Christmas. The film was a dreamy world full of giant forks, cookies, and an atmosphere that felt like stepping into a scene from Marie Antoinette, but with a more playful and approachable touch. It was a surreal blend of fantasy and reality, creating a sense of wonder and escapism. 

“There’s something incredibly special about working in that childlike space, where imagination knows no limits.” 

That film was a beautiful moment where food, storytelling, and creativity merged in a way that felt both timeless and magical.

10. In your eyes, what makes for the ‘perfect’ tablescape?

“Ultimately, it’s not about creating something “perfect” in the traditional sense, but rather something that feels genuine and welcoming – where people can come together, celebrate, and connect without any pressure to conform to ideals of perfection.”

I love mixing elements that feel both timeless and personal – vintage pieces, natural textures, and seasonal touches that reflect the environment and the moment. But above all, the tablescape should encourage comfort and connection. The perfect table is one where people feel at ease, where they can relax, be themselves, and fully enjoy the experience. It’s about creating an atmosphere where food becomes part of a shared story, and everyone feels like they belong.

11. What has been the biggest challenge in your career, and what advice would you share with someone going through something similar?

Know your worth. Women are your best friends, not your enemies. Make good contracts and remember why you started. Do the dirty work. Ask for help. Gain experience in hospitality first – and get yourself a tax advisor.

12 .Where can our audience follow and engage with you on socials?

On Instagram and TikTok – both @herrlich.dining

Quickfire Q’s

• Favourite dish to cook? A one-pan orzo dish with peas, green asparagus, and a lot of cheese
• Sweet or savoury? Always savoury
• Dream brand to work with? Jacquemus
• Coffee order? Filter coffee or cold brew
• Instagram or TikTok? Instagram for work, TikTok for fun
• Your dream guest at a private dinner? My mother – because she is the funniest

Short Film Credits:

Director: Finn Dubbeld @finndubbeld
Creative Concept: Hannah Kleeberg @herrlich.dining
DOP: Tomke Mendt @ekmott
Gaffer: Barton Kirchmann @badgalbarbarr
Producer & Set Stylist: Hannah Aschenbrenner @hannah.aschenbrenner
Food Stylist: Franziska Maurer @framziska
Set Styling Assistenz: Sophia Forst @maravelaki
Produktions Assistenz: Franziska Rohlf @franziskasophi.e
Styling: @lovestoriesintimates via @cspr.agency
Location: Schloß Stülpe @schlossstuelpe