Region Gävleborg
Category
Art Direction
Year
A 30-meter road mural designed to increase safety and encourage cycling between Söderala and E-Center. By combining behavioral research, user insights and large-scale art, we transformed a dangerous intersection into a visual landmark that increased cycling by 30%.
My Role
Art Director
Artist
Björk Hjoort
Created at
Beteendelabet
Outcome
30% increase in cyclists the first year after implementation
Created a safer passage through visual intervention and behavioral design
Strengthened regional identity through culturally rooted artwork
Challenge
Region Gävleborg wanted to increase usage of a bicycle path connecting Söderala to E-Center, a central meeting place. How could we make cycling safer and more appealing as a mode of transport in an area where residents felt unsafe?
Solution
Through field studies, interviews with local residents and behavioral mapping, we identified the core barriers: one particularly unsafe intersection made people avoid cycling and the route lacked engagement and positive feedback.
I proposed commissioning artist Björk Hijoort to create a 30 x 2.5-meter road painting to high light the unsafe intersection. The artwork is called "Lo-Valsen" and features two lynxes (Hälsingland's regional animal) surrounded by flax flowers and patterns inspired by traditional Hälsingegårdar houses, creating strong regional connection.
The mural served a dual purpose: making the route more inspiring and memorable, while causing both motorists and cyclists to naturally slow down and increase awareness at the dangerous crossing.
We also added wayfinding signs with encouraging messages along the route to create positive reinforcement for cyclists.
