In the Studio: Gustaf Ö. Hjalmars on Capturing Stockholm in Motion

Stockholm is a city built on water and islands — a place where cobblestone streets meet sharp geometry, and where clean design coexists with unexpected grit. It’s no surprise, then, that the city’s official finisher artwork for the 2025 adidas Stockholm Marathon would reflect that same duality: classic and modern, polished and raw, still and moving all at once.

We sat down with Gustaf Öhrnell Hjalmars, the artist behind The Way of Saint Erik — created in collaboration with Memorace — to talk about how he brought Stockholm’s rhythm to life. From texture to tempo, patron saints and legends, to running playlists, this is how a city — and a race — became art.

NS: When you first heard the words “Stockholm Marathon,” where did your mind go?

Gustaf:
Since I’m a visual person, the first thing that popped into my head was that red color of the running track. It later became a predominant hue in the color palette of the poster design.

NS: Your work often channels a retro energy with sharp, modern edges. How did that influence your interpretation of Stockholm as a marathon city?

Gustaf:
For me it was the perfect brief, capturing that retro vibe in a modern way, blending both heritage and present day.

NS: Was there a moment during the process when the design just clicked?

Gustaf:
Sketching a whole bunch of different running poses, I felt I finally hit the spot with the en face version of the poster. Then it was just a question of adding in various landmarks and details from the city, playing with shape and color until the balance felt right.

NS: Stockholm often feels precise and composed — did you lean into that, or try to break it up a bit?

Gustaf:
My work is based on clean shapes and lines, but I always want to mess things up a bit with grungy textures and grains. My Stockholm poster is no exception, and maybe it reflects the duality of the city?

NS: Was there any one detail you knew had to make it into the artwork?

Gustaf:
Haha, I really felt I wanted to incorporate a runner, even though this stood out compared to previous Memorace posters. The idea of transforming the runner into St Erik was a brilliant idea that one of my studio friends came up with, and it really turned out to be the icing on the cake!

NS: So — do you run? Or are you more of a cheering-from-the-sidewalk type?

Gustaf:
I do run, but mostly short distances. So I’m really in awe of everyone embarking on such a mind boggling distance as a Marathon!

NS: If Stockholm had a running soundtrack, what would be on it?

Gustaf:
Neon Judgment – The Fashion Party. This vintage Belgian New Wave EBM track is currently on the top of my own running playlist. I think it would be an apt Stockholm running anthem.

NS: Stockholm is built in layers — bridges, islands, metro lines, all moving. What’s your favourite way to navigate it?

Gustaf:
By bike! It’s a great way to get to know the city, and to understand how it’s all connected.

NS: Do you see a connection between art and endurance?

Gustaf:
I guess so! It’s all about putting in the hours!

NS: And finally — what do you hope someone feels when they hang this piece on their wall after the race?

Gustaf:
First and foremost a sense of pride of their achievement. And hopefully that it’s a welcome splash of color to their S0502-Y painted walls (a slightly off-white hue known as Stockholm White).