If you think sifting through thousands of images sounds slow, think again. Meet Rikard Ekstrand, our image-curation wizard with a photographic memory. Somehow, he always seems to know exactly where that one perfect picture is hiding and can pull together collections faster than a swing step. He’s also the creator behind the interior mockups that show art truly coming to life on the wall.
Outside Pictufy, Rikard still lives and breathes rhythm. A well-known name in the Lindy Hop and Jazz Dance world, he may have stepped away from competition, he continues to inspire dancers of all levels with his teaching. He plays piano and captures the world through his own photography. His photography, curation, and teaching all share one thing in common: a sharp eye, perfect timing, and the ability to make people feel something, whether through a photo, a note, or a dance step.
How would you describe your work and role at Pictufy?
Every week, I have the pleasure of sifting through thousands of images, selecting the top artworks, and overseeing their journey from print check and tagging to collections and delivery to our resellers. I also create curated collections and interior mockups to show how the pieces can come to life in real spaces. By carefully curating these collections, I help our partners showcase art that resonates with their customers, making it easier for them to sell and grow their business. But the real excitement comes when I visit our resellers and witness our images printed big on the wall. There's nothing quite like the impact of a printed picture!
What is the best thing about working here?
The wide variety of art and artists we manage and collaborate with brings me great joy. I stay passionate through the creative process, whether it’s retouching images, designing marketing materials, or researching trends. This year alone, we visited design fairs in five countries, each one unique, offering endless inspiration and broadening our perspective on the art world.
What is a great image for you?
Personally, when it comes to artwork, what first comes to mind for me is balance, rhythm, tone, contrast, and how the viewers' eyes move through the piece. However, in my job, one key ingredient is to consider the perspective of the reseller and their end customer. I need to understand their concept, vision, and who their end customers are. A great artwork, in my opinion, is one that will remain on the wall for a long time. It's an image that customers want to live with and enjoy seeing every day as their life progresses. It creates a sense of home for them. At the same time, it’s commercially successful, continuing to sell year after year.
In your opinion, what factors contribute to making an image stand out to the consumer?
It’s always a good idea to aim for clean compositions with a single, clear subject.
What artists or photographers do you find most inspiring?
I have developed a deep appreciation for painters such as Edgar Degas, Johannes Vermeer, and Henri de Toulouse-Lautrec. Recently, we curated a stunning collection of Toulouse-Lautrec’s works on Pictufy, and there are even more additions on the horizon.
As for photographers, Josef Koudelka’s black-and-white captures really resonate with me. I’m also inspired by the poetic and abstract brilliance of Saul Leiter, and I greatly admire Sergio Larraín for his introspective approach to documentary photography. Each of these artists brings a distinct flavor to visual storytelling, making their work endlessly inspiring.
Passion outside of work
Outside of work, my passion revolves around seeing the world through the camera lens. I find joy in capturing moments and unique perspectives. People-watching and exploring new places are essential to this passion, allowing me to immerse myself in unfamiliar surroundings and discover beauty in the everyday. Additionally, I dedicate time to studying art history, continually deepening my understanding of the rich world of art and photography.
Rikard moves seamlessly between cameras, piano keys, and dance floors, always keeping things in motion. He notices the little details others might miss, brings a steady hand to every project, and somehow makes even the trickiest moves look effortless (just don’t give him bad coffee - he’ll politely refuse and maybe judge it a little).
Stay tuned for the next chapter of Inside Pictufy, where we’ll meet another team member driving Pictufy forward and contributing to the work behind the scenes.
