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Sweden’s largest arena for hybrid meetings is launched

The Hybrid Event Arena is Sweden’s largest studio solution for hybrid meetings. With three stages and various flexible spaces, the arena is designed to provide a great shared experience for both physical and digital participants. 
“This type of solution is here to stay,” says Malin Erlandsson, Director Congress & Events at the Swedish Exhibition & Congress Centre and Gothia Towers.

Back in early spring 2020 the Swedish Exhibition & Congress Centre and Gothia Towers began devising a digital and hybrid meeting portfolio with scalable solutions based on customer needs. The new studio solution has been specially developed to accommodate larger meetings with a focus on optimising the experience at hybrid events.

“We know that our customers need to be able to hold larger productions in a secure format once this is permissible again. With our Hybrid Event Arena we can swiftly assist them in reaching out with their message and products in a way that is both safe and cost-effective,” says Malin.

The arena is 4,000 m2 with a 30-metre-wide stage offering scope for three different sets. The configuration of the venue and stage area makes it easy to adapt the broadcasts and content to suit different target groups, either physical, digital or both – regardless of where in the world they might be.

The loading doors also allow large objects to be brought in, making the venue ideal for such things as training sessions and product launches on a larger scale.

The Hybrid Event Arena is a collaboration between the Swedish Exhibition & Congress Centre and Gothia Towers and their audiovisual partner Adapt. Together they offer complete solutions with everything needed for a professional production.

“There are big differences in arranging physical, digital and hybrid events. But for us, digital meetings are nothing new. In the past year alone the Swedish Exhibition & Congress Centre and Gothia Towers together with Adapt have hosted hundreds of digital events. Together we cover all elements – from choice of venue, concept, technology, project management and producer role to décor, direction and script,” says Viking Grandin, Senior Project Manager at Adapt.


In its basic configuration the arena is suitable for 300 physical participants. The large spaces make the venue scalable and simple to adapt to satisfy new requirements and applicable restrictions.

“It feels fantastic to be able to offer our customers the possibility to scale up in a safe manner as we head towards more positive times. Since the venue is so flexible, it can be used for all kinds of digital, physical and hybrid events, including conferences, launches, galas and trade fairs,” says Malin.

The Hybrid Event Arena is a welcome addition to the Swedish Exhibition & Congress Centre and Gothia Towers’ existing portfolio of digital meeting places and experiences. The new studio solution makes it possible to offer a comprehensive, flexible and safe range of meeting facilities and services under one roof.

“This type of solution is here to stay. There will be a need for digital participants in the future too, or a combination of digital and physical meetings, which means tough demands in terms of technology and new solutions. The experience should be equally positive for all participants, whether they are attending physically or digitally. And we’ll make sure of that,” says Malin.