Local architecture firm creates fitting tribute to The Netherlands' most famous football club
Sid Lee Architecture, in collaboration with Sid Lee, gsmprjct° and Jimmy Lee.tv, was commissioned by the AFC Ajax football club to create the new Ajax experience, a museum that celebrates a hallowed sports franchise and allows visitors to discover what has made Ajax one of the most respected teams in football's history.
The Ajax Experience embodies the team's attachment to the city of Amsterdam. Designed as an extension of the famous central square Rembrandtplein, fans and visitors will be able to understand Ajax’s philosophy and understand unique football culture.
Throughout its history, the team has developed the skills and means to spot emerging talent, shape true sports titans and thus ‘Build Giants’. In this interactive experience, the giants themselves are honoured, but a particular attention is also paid to the techniques, training and passion that allow Ajax to continually develop leading talent.
The whole experience is focused on creating an inspiring celebration of a unique story of achievement. Visitors will embark on this immersive journey through the team’s history and heroes, and experience what it takes to be a giant in a series of playful interactive events and inspiring historical recollection.