Olof Runmarker’s unmissable new Schultneck store is where vintage treasures and bouquets of blossoms are curated under the watchful eye of Gabi, a stylish octogenarian AI muse. As the doors swing open in Gothenburg, Vogue Scandinavia finds out why this is the spot to bookmark for your next pre-loved pilgrimage
“What does a gay man love the most? A fabulous old lady,” Olof Runmarker retorts down the line from his native Gothenburg. He’s recounting a pivotal encounter on a beach in Mexico. “I walked past this beautifully dressed lady and became friends with her during a trip,” he says, casually dropping that the woman in question was French director and screenwriter Joyce Buñuel, now in her 80s. “She became a sort of mentor to me.”
Upon returning home, Runmarker couldn’t shake her influence – and thus, the fictional powerhouse Gabi Schultneck was born. The AI avatar, visualised with hyper-sculpted cheekbones, statement earrings, and an eyeshadowed gaze, became the blueprint for Runmarker’s latest venture: Schultneck, a blue-walled mecca for vintage clothing and fresh flowers that opened just days ago in the heart of Gothenburg. (The name, he reveals, is another story involving a glamorous poodle at his Swedish country house, naturally.)
The AI avatar Gabi Schultneck, imagined up by Schultneck founder Olof Runmarker, acts as the store's singular muse and mentor .
Gabi is far more than a digital muse. “She’ll work as a style advisor, and I’m prompting her to become a fashion forecaster as well,” Runmarker explains. “Gabi is the guidance, the essence, and she’ll interact with visitors to the store, too.” The mature AI stylista will not only offer fashion tips but also recall customers' names and perferences and help Runmarker deliver top-tier service.
And Gabi’s taste doesn’t stop at clothes. Schultneck also features a unique floral concept called OVAS, created by sisters Gabriella and Jessica. Together, the trio share a vision rooted in beauty, sustainability and creativity. Alongside Runmarker’s curated pre-loved collections, OVAS matches recycled and new vases together with seasonal flowers and plants. The sisters also run workshops where customers can create using flowers, clay and other tactile materials.
A vase by Christian Kivilompolo holds fresh flowers from OVAS at the Schultneck store. Photo: Ewa Pettersson
Photo: Ewa Pettersson
But back to the racks: in a retail landscape increasingly saturated with secondhand goods, Runmarker is someone who knows his stuff. “I primarily source my pieces in Italy,” he says, describing his regular sourcing trips via rental car through markets and wholesalers south of Rome. “Italians just do it better!”
While his taste is impeccable, Runmarker’s drive also stems from deeper concerns about fashion’s future. “We live in a time where there are already enough clothes to dress the next six generations, yet we continue to produce at a pace our planet can’t handle,” he says. “My vision is to inspire people to choose quality over quantity – to see the beauty in what already exists and give new life to garments with a story. Schultneck is more than a store – it’s a stance for sustainability, individuality and timeless style.”
Schultneck's founder and vintage sourcer Olof Runmarker with Gabriella and Jessica, the sisters behind floral concept OVAS.
Before we wrap up the call, I can't help but ask for his top tip when navigating the pre-loved market. “Honestly? Look for good materials – they’ll last a long time. And then, find something that resonates with you. Even if it feels too bold – just go for it. It will make you happy.” Clearly, everything at Schultneck is curated with that kind of happiness in mind.