Malmsten Hellberg
Malmsten Hellberg is a design studio founded by Stefania Malmsten and Ulrika Hellberg on the fourth of July 2013.
Stockholm
Sweden
What is the story of Malmsten Hellberg? SM: I have a long experience as an art director and graphic designer. Ulrika came to work at my studio after graduating from Beckmans College of Design in 2006 and we got on really well. When I moved to New York, Ulrika went to work with bigger agencies in Stockholm and in Milan. We both returned to Stockholm and set up the studio on the fourth of July 2013.
We saw that you are directing the Rodeo magazine since 2012. Can you tell us more about this project? Rodeo currently only exists in digital format but this was a project where we got the chance to create fashion imagery with our favourite photographers, many of them from the art world. We also developed a typeface for the magazine, Line, together with foundry Letters from Sweden. We work a lot with printed matters and especially on book design. For us print is not dead, although the conditions change. For instance there are lesser and lesser alternatives when it comes to paper qualities, and smaller print shops find it hard to compete, which is frustrating. But we like to work with film and digital as well.
Do you think your work is deeply connected to your locality? We have both worked in other parts of the world, sometimes working with Swedish clients. We know from experience that the idea that you can work anywhere is a bit of a myth. We love traveling and see ourselves as part of an international community, but our studio in central Stockholm is a very important part of our operation.
You say that artistic integrity, attention to detail and intuition are important in the work of a graphic designer. In general, do you think there is a lack of these in the field of graphic design today? We find that a lot of graphic designers focus on 'strategies' and 'problem solving'. We want to talk more about creativity and craft. And the society we live in. A lot of graphic designers avoid talking about style because they are afraid of not being taken seriously. Don't underestimate the power of an image. Interview conducted in July 2016 ©ktlg