Goto 10 in Malmö

“Hello there!” It’s the robot greeting visitors as the yellow gate opens and welcomes them into Goto 10 at Slagthuset in Malmö.

Goto 10 Malmö is located directly by the entrance, while the rest of the building is occupied by a co-working company. The office includes conference and meeting rooms, a café, reception and event areas.

Meeting place for internet innovation

In 2017, Internetstiftelsen’s start-up hub Goto 10 opened in Stockholm. Tengbom was commissioned to create a unique meeting place where the interior would be specially adapted using simple and cost-effective materials.

Three years later, with over 11,000 members and 1,000 events, Malmö gained its own Goto 10. A free meeting place for all the city’s internet lovers. Here, people can organise events, meetups, hackathons, work sessions, share knowledge, and hold discussions on everything related to the internet. The space enables more people to grow and connect, and to share their insights about the web and society.

Dynamic layout and explosion of colour

The layout at Goto 10 accommodates a range of different functions – meeting areas, workspaces, a podcast studio, phone booths, tiered seating for lectures, and a separate section for external events. To create an overview of the premises and a dynamic flow in the plan, we decided together with Goto 10 to open up the space.

A truly distinctive identity

The design is based on contrasts in colour saturation and intensity. From a greyscale foundation – seen on the walls and floors – we turned up the volume to the full colour spectrum, expressed in elements such as the unicorn and the rainbow sofa.

Play meets digital expression

The spaces are imbued with playfulness and inspiration from digital expression, developed in close collaboration with Goto 10. Examples of site-specific features include both custom-built furniture and printed carpets, as well as painted columns and tailored suspended ceilings.

Yet despite the playful character and the explosion of colour, Goto 10 is defined by a sense of welcome, creativity and calm. It stands as a physical twin to the organisation’s digital platform. And in today’s digiphysical age, you can take part in seminars and lectures both online and on site.