How Dinamo10 Transformed Coworking Design: A Case Study for Workspace Architects and Community Builders

Following the design legacy explored in our Ministry of New case study, we now turn our attention to another exceptional coworking space with a unique design approach—Dinamo10 in Portugal. Both spaces exemplify how coworking interiors can cultivate community, adaptability, and identity in meaningful, distinct ways.

Nestled in Northern Portugal, Dinamo10 has redefined coworking as a concept and a community. Led by Community Architect Joana Carvalho, this workspace pushes beyond the conventional by morphing into a dynamic creative hub that cultivates both individual productivity and collective connection. Like Mumbai’s Ministry of New, featured in our previous issue, Dinamo10 demonstrates how coworking spaces have moved past simple functionality. Both interiors stand out as testaments to design that merges aesthetics with intention, providing members with a sanctuary as visually compelling as it is purposeful.

At Dinamo10, Carvalho’s vision manifests in adaptive layouts, thoughtfully curated elements, and a sense of place that mirrors the region’s creative energy. Where Ministry of New employs Mumbai’s rich craftsmanship to evoke a “home away from home,” Dinamo10 channels the vibrancy of Portuguese design into a flexible yet intimate space. This community-centric approach underscores a deeper philosophy—that coworking spaces are more than desks; they are ecosystems that evolve with the people within them.

As we dive into Dinamo10’s journey, we trace a path from a standard coworking model to an innovative hub of creativity and collaboration. Through Carvalho’s lens, we uncover a blueprint for coworking spaces that transcend function, supporting both work and the profound need for human connection.

6 Things to Learn from Dinamo10's Interior

Building Identity: From Traditional Coworking to Creative Ecosystem

Dinamo10’s journey in Northern Portugal began as a traditional coworking space but quickly evolved into a purpose-driven creative hub. “We saw the word ‘coworking’ was becoming a bit misused,” reflects Joana Carvalho, Dinamo10’s founder and “community architect.” Carvalho realized that members needed more than shared desks—they craved a space that aligned with their creative identities. In response, Dinamo10 rebranded itself as a “creative business habitat,” a shift that transformed it from workspace to community anchor, rooted in the region’s vibrant culture and creative pulse.

With this renewed focus, Dinamo10 found its strength in specificity. Rather than aiming for broad appeal, it crafted an atmosphere that speaks directly to creatives, drawing in architects, designers, artists, engineers, and lawyers captivated by its collaborative energy. Like Ministry of New in Mumbai, featured in our previous issue, Dinamo10 exemplifies how coworking spaces can thrive by cultivating a distinct sense of place—melding local identity with a welcoming ethos.

This approach has turned Dinamo10 into more than just a coworking space; it’s a curated community that feels intimate and inclusive. By layering local influence with a creative spirit, Dinamo10 has created a brand that went from a functional workspace to a cultural anchor, creating a place where people not only work but also feel they belong.

Designing for Flexibility and Identity

At Dinamo10, flexibility transcends practicality; it forms the core of the design philosophy. “Our office is just our laptop,” says Joana Carvalho, emphasizing the need for adaptable spaces that reflect the evolving nature of work itself. This ethos shapes Dinamo10’s modular design, where rooms effortlessly morph from private meeting spaces to open, social auditoriums. A cleverly positioned partition separates the meeting room from the café, allowing these spaces to merge or divide as needed, creating a dynamic flow that surprises and engages members daily.

This seamless flexibility pairs with a distinct aesthetic identity. Carvalho balances custom and ready-made furniture to shape a visual narrative that feels both curated and accessible. Bespoke elements lend originality and character, while select off-the-shelf pieces add practicality without sacrificing style. Much like Ministry of New’s attention to adaptive interiors, Dinamo10’s design strikes a harmonious balance between individuality and functionality, proving that flexibility and identity need not be mutually exclusive.

The result is a space where adaptability meets intentionality, supporting a range of professional needs while remaining unmistakably Dinamo10. This careful blend of form and function allows the space to remain as dynamic as its members, with an atmosphere that feels both bespoke and inclusive—an embodiment of coworking’s potential to feel as adaptable as the people who use it.

Community Engagement Beyond Physical Space

At Dinamo10, coworking extends far beyond the desk; it’s about fostering meaningful connections and a sense of belonging. Carvalho, who serves as both architect and “space coach,” cultivates an environment where relationships flourish naturally. “Sometimes, space isn’t the first thing clients need to invest in,” she reflects. Instead, Dinamo10’s approach centers on building a dynamic community, with a calendar of events, workshops, and exhibitions that encourage members to interact, share, and grow together.

The café, accessible to the public, plays a pivotal role in bridging Dinamo10’s internal community with the surrounding city (more on that below). 

This community-focused approach to programming does more than enhance member retention—it makes Dinamo10 a place where genuine connections occur, both planned and spontaneous. The café, like the rest of the space, embodies Dinamo10’s vision of coworking as a cultural hub, proving that a well-designed coworking environment isn’t just a workspace, but a catalyst for social and creative engagement.

The Hybrid Café: Blurring Public and Private Boundaries

Among Dinamo10’s most distinctive features is its hybrid café—a dynamic public space that invites the local community into the coworking fold. Positioned at the entrance, the café draws foot traffic and fosters a sense of connection with the neighborhood. Freelancers, remote workers, and even tourists are welcomed into Dinamo10’s atmosphere, experiencing its creative culture firsthand. Operated as a self-service model, the café’s design embodies a modern approach to coworking, dissolving the traditional boundaries between public and private.

This café model does more than enhance the space’s vibrancy; it also creates an additional revenue stream while anchoring Dinamo10 within its local community. By inviting the public to share in its space, Dinamo10 transforms from a workspace into an integral part of the urban landscape—a gathering place where coworking meets culture. This innovative design not only strengthens Dinamo10’s community connections but also illustrates how coworking spaces can serve as cultural hubs that bridge people, ideas, and local identity.

Prioritizing Sensory Comfort: Lighting and Acoustics as Essential Investments

Comfort lies at the core of Dinamo10’s design philosophy, with lighting and acoustics considered foundational rather than supplementary. “Lighting and acoustic quality are essential to productivity,” asserts Joana Carvalho, highlighting elements often sacrificed in coworking budgets. In contrast, Dinamo10 embraces these aspects as non-negotiable investments. By integrating high-quality lighting that mimics natural daylight, the space ensures comfort for those working extended hours, enhancing both ambiance and functionality.

Acoustics, especially crucial in shared spaces, receive similar attention. In a heritage building where sound control presents inherent challenges, Dinamo10 invests in carefully selected materials and layouts that buffer noise while maintaining openness. These choices create a sense of calm even in the busiest areas, proving that coworking spaces benefit when lighting and acoustics are treated as strategic design tools, not afterthoughts.

This commitment to sensory comfort reveals a thoughtful understanding of how design impacts well-being. Dinamo10’s approach has transformed the space into more than just a functional workplace—it has become a sanctuary for focused work, where lighting and acoustics harmonize to support productivity, comfort, and a renewed sense of calm.

Strategic Budget Management: Balancing Custom and Cost-Effective Design

Dinamo10’s approach to budget management is a masterclass in balancing impact with efficiency. With high-impact custom elements complemented by cost-effective, ready-made solutions, Joana Carvalho employs a savvy blend of resourcefulness and creativity. Rather than relying solely on off-the-shelf options, Carvalho maximizes budget potential by designing in-house custom furniture that infuses the space with character while maintaining cost-effectiveness.

Carvalho illustrates that custom design need not equate to higher expenses—it’s about thoughtful sourcing and collaboration.

By working with local artisans and tapping into regional resources, Dinamo10 captures a unique aesthetic that feels bespoke without being budget-heavy.

Through choices like these, Dinamo10 demonstrates that a strong, distinct identity can thrive within budget constraints. Each strategic decision reinforces that design excellence in coworking spaces is achievable at any price point, setting a standard for spaces aiming to balance unique identity with financial pragmatism.

Coworking Case Study: 

An Interview with Joana Carvalho, Founder of Dinamo10

{Slightly edited for an improved reading experience)

In a time when coworking spaces must adapt rapidly, Dinamo10 stands out as a community-driven, culture-rich habitat that merges design with purpose. It’s a living testament to what coworking can become when it embraces both function and soul—a space where creativity, collaboration, and a sense of place converge seamlessly. To dive deeper into this vision, we spoke with Joana Carvalho herself, who shares the inspirations, challenges, and philosophy behind Dinamo10’s evolution into one of Portugal’s most distinctive coworking environments.

🎤 Joana, before we get into the nitty-gritty of the presentation, can you maybe start by introducing yourself?

Of course, thank you for the invitation. I'm really glad to be here with you today, I’ve been following your work, and I love what you’re doing in spreading the word about coworking! 

I'm Joana Carvalho, an architect from Portugal. After studying architecture, I began my career in Catalunya, Spain. Eventually, I returned to Portugal and established my practice here.

Dinamo10, the creative hub I founded, is located in Viana do Castelo, a city in northern Portugal near the Galicia border in Spain. Initially, we considered ourselves a coworking space, but over time, we evolved our concept. Today, Dinamo10 functions as a creative hub, a term that better reflects our purpose and approach to community and collaboration.

To explain how Dinamo10 came to be, I like to start with some context about Viana do Castelo. It’s a small city with a river, ocean, and mountains, offering a beautiful but quiet environment. While the population is not large, the city is well-connected to Porto and Spain, keeping us in touch with the larger world.

My career began in Barcelona, where I worked at RCR Architects. In 2007, I decided to return to my hometown and start working from here, initially setting up an office at home. This was where I’d work and host friends and clients, but in 2010, I reached a moment where I thought, “I need to separate my personal and professional life.” So, I started looking for an office. When I found a space with a beautiful exterior patio, I thought, “This is amazing, but maybe too big just for my own office.” I realized it was more important for me to be connected with other people than simply to change my workspace.

The idea of Dinamo10 was born from this need for connection. I wanted a space where I could also host exhibitions, workshops, and talks, and connect with other professionals and entrepreneurs in similar situations. This space allowed me to set up the ideal work environment, surrounded by people and with the option to bring my dog to work. That’s how Dinamo10 was first created.

This timeline is significant because it reflects the evolution of our concept. In 2011, we called ourselves Dinamo10 Co-work Viana. However, two years later, we noticed that “coworking” was becoming a somewhat misused term. People weren’t always clear on what it meant, and some used it in ways that didn’t align with our values. We wanted to focus more on “collaboration,” so we began calling ourselves a “collaborative space.”

Two years later, we realized that even the term “space” didn’t fully represent what we were doing. Many people wanted to connect with Dinamo10 but didn’t necessarily need a physical workspace. Being in a small town, renting an office isn’t that costly, so people often focus on traveling to promote their work in other cities. This led us to rename Dinamo10 as a “cultural business habitat.”

Then, two years after that, we redefined it as a “creative business habitat” to emphasize “creativity.” We wanted “business” to be part of our identity because our community mainly consists of creative professionals, and it was essential to highlight that creative people are also businesses—they need to sustain themselves through their work. We were already initiating a lot of programs to support creative professionals.

In 2017, we felt that this model best reflected what we were doing, so we began transforming our communication, presentation, and brand. That’s when we decided, “Let’s call ourselves a creative hub,” as it’s the concept that truly represents our work.

Currently, within the creative hub, we work across five areas: community—a place to share; co-work—the infrastructure, a place to work; lab—a space for experimentation, where we can try new projects. Here, we launch projects and ideas that come from within the community. We don’t have a client requesting them; we present the ideas, work together, discuss, and begin working. When we feel a project has potential for our region or community, we seek funding to implement it.

The studio is where we create and operate like an agency. Clients come to us with challenges, and we build a community around presenting services to these clients. And the café is something we added when we moved to a new space with a kitchen. This allowed us to create a café where locals can meet the community—something we didn’t have in the previous space.

Let me show you a bit of our work. This is our new space—Dinamo10 Co-work and Co-work Café. Here’s the coworking area in an old heritage building in the city. The work we’ve done is nice, but the building itself is truly charming, which helped during the transition. This is the café, the entrance to the space; you enter through the café and continue to the back. The café is here, and further back, you have the coworking area. On the right, there’s a meeting room that transforms into an auditorium for workshops and presentations.

The café operates on a self-service model, so both outside visitors and coworkers can use it. It’s the first coworking café in Portugal. The space is long—we had some challenges with the road on one side and the patio on the other. In the interior, we transformed part of the meeting room to function as an auditorium.

This area includes standing desks that can convert into an auditorium. The entrance leads to the coworking café, with the coworking space at the back. We also created a Skype or phone booth and a nap booth.

Now, let me share a few of our architectural works: 

This is Entitle, a web agency that was part of our coworking space. After four years, they moved to their own space. For us, this project was exciting because we knew them very well—they were sitting right next to us. We had the opportunity to design their new facilities, which was very rewarding.

We first worked with them in 2018, and in 2022, after the pandemic, they asked us to make some transformations to the workspace. Like many software companies, they faced the challenge of making the office attractive to employees returning to in-person work. Additionally, they grew so much that the space needed to be flexible enough to accommodate 10, 20, or 30 people simultaneously.

This is Quinta da Ginhao, a local living space we designed in Vila Praia de Ancora, near our city. It’s a rural farm, with an old house and former animal facilities. In the old house, we created a living area and coworking space for remote workers. We used raw materials and repurposed former animal facilities as offices. We call these spaces the “Oink Rooms” because they were previously stables for pigs.

This next project was in India for the Hablis Business Hotel The client initially asked us to adapt one floor into a coworking space for business travelers. We started with that, then expanded into the lobby, restaurant, rooftop renovation, and a new co-living building connected by the pool and garden.

This is the project for the coworking space we called “The Average Business.” We provided consultancy on adapting the project to suit the hotel’s target audience, welcoming both locals and hotel guests.

🎤 I have a question for you—earlier, you mentioned you’re a “Community Architect,” which I love. You help coworking spaces globally with their architecture and interior design. What do you typically see clients struggling with when you take on a project?

Since I started Dinamo10, I’ve struggled with whether I should focus solely on architecture or Dinamo10. Or the opposite—quit Dinamo10 to focus only on architecture. 

This was a constant dilemma: what should I do? Because I’m not 100% in one or the other. What I’m doing now is building a team on one side for my architectural projects and another team for Dinamo10. This way, I can work on both. But I recently realized I can combine both, which is why I call myself a “community architect” and a “space coach.” This allows me to merge my two roles and help clients more effectively.

Often, when clients—whether companies or coworking spaces—approach me, they say, “We need help creating a new room for our employees to hang out,” or, “We need a better reception area to help clients understand our space.” But when I visit, I sometimes realize that space isn’t the first thing they should be investing in. Instead, they might need to focus on building stronger dynamics with their team, improving brand engagement, or finding ways to foster a better connection between employees and the company’s identity.

For example, we recently finished a project in Braga for a software development company. When we visited the space afterward, I asked the client, “Are you happy? Have your employees started using the space, and how do they feel about it?” He responded positively, saying everyone liked the space and thought it would work well. But then I explained that the physical space alone isn’t enough. Without some engagement activities, employees may still prefer working from home, a café, or even a library. With today’s technology, people can work anywhere, so it’s crucial to create dynamics in the office that genuinely attract people back and make them want to engage with one another.

This is one of the things I believe I can bring to my clients, thanks to my experience as both an architect and a community manager in a coworking space.

🎤 As an architect, what are the specific challenges you often see clients facing, especially when designing coworking spaces?

One of the main challenges is, of course, budget constraints. Coworking spaces need a lot of flexibility, but building flexibility often means extra costs. Acoustics is another major challenge, especially in coworking spaces that tend to have open, industrial layouts or are located in heritage buildings with unique acoustical needs. The investment required for proper acoustic solutions can be substantial, yet acoustics are essential for creating a comfortable environment for work.

Lighting is another critical factor, as Dimitar mentioned earlier. Investing in high-quality lighting and a well-thought-out acoustic plan can really make a difference in a coworking space, but it can be hard for people to understand the value of investing in these aspects.

🎤 You also mentioned flexibility as an important design trend. Can you elaborate on that?

Flexibility in workspace design has always been important to me. I love spaces that can adapt, whether they’re coworking spaces, housing, or hospitality projects. Nowadays, our office is essentially just our laptop. People need spaces that allow them to move around and choose where and how they work. Creating flexible environments means designing spaces that can serve multiple functions—like a meeting room that can also be used for workshops or events.

In our space, for instance, we have a partition that can open or close to turn the meeting room into part of the café or vice versa. This flexibility creates a “surprise effect” that people love. They walk in and say, “Oh, I haven’t seen it like this before!” That element of surprise also fosters engagement, making people feel they’re part of something unique.

🎤 A common perception is that interior design is expensive. When someone says, “Interior design is too expensive; I can’t afford it,” how do you respond? How do you address the cost aspect?

We work with the budget they have. Sometimes, with coworking projects, there’s always the question: “Do we go for fully custom-designed furniture, or do we just buy it off the shelf, like from Ikea?” We often find that custom solutions aren’t necessarily more expensive. In fact, designing custom pieces can sometimes be more cost-effective and adds a unique identity to the space. Otherwise, all coworking spaces can start to look the same.

Our goal is to balance having a distinctive identity with staying within budget. We try to create an environment that feels unique and personal without necessarily being more expensive.

🎤 Actually, we have a question from the audience. Rowan from London asks, “Is custom-made furniture better than ready-made solutions for coworking spaces?”

There isn’t a right or wrong answer to this. Some custom design solutions are great, and there are also ready-made options that can work well. It ultimately depends on the budget and the timeline you have. Custom design allows you to connect the space with the client’s identity and target group in a way that ready-made furniture sometimes can’t. Certain pieces, like shelving or desk systems, might benefit from being custom-made, while other items, like chairs, can often be sourced from existing options in the market.

🎤 My last question for you—what would be your one piece of advice for viewers currently working on the interior design of their space?

My advice would be to clearly define your target group. Who do you want to attract? Who are the clients you want to serve?

Defining your target group helps you create a strong concept for your space.

It doesn’t mean that only this type of people will come, but it gives your space a clear identity and direction, which ultimately benefits both the design and functionality of the space.

🎤 Thank you so much, Joana, for sharing so many insights with us. I have to say, as Dimitar mentioned earlier, we’ve known you for quite some time, and it’s inspiring to see how much you’ve grown in your journey with Dinamo10 and all the projects you’re managing now. Thank you for everything you do, and I hope we get to see each other very soon.

Thank you for the invitation! It was a pleasure to be here.

To Go Further: Explore Dinamo10 at your own pace!

• Have a look at Dinamo10's website: https://dinamo10.net/
• Follow Dinamo10 on Instagram: https://www.instagram.com/dinamo10/
• Check out Joana's Architectural work: https://jio-studio.com/en/