The Ajax Experience embodies the team’s attachment to the city of Amsterdam. Designed as an extension of the famous central square Rembrandtplein, the concept allows fans and visitors to better understand Ajax’s philosophy and its 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, with particular attention also being paid to the techniques, training and passion that have allowed Ajax to continually develop leading talent.
“The whole experience is focused on creating a celebration of a unique story of achievement. Visitors are invited to 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 recollections”, says Jean Pelland, architect, senior partner.
The Ajax Experience is an emotional museum journey that celebrates a hallowed sports franchise and allows visitors to discover first-hand what has made Ajax one of the most respected teams in football.
About Sid Lee Architecture – www.sidleearchitecture.com
Founded in 2009 following the integration of architecture firm NOMADE (founded in 1999), Sid Lee Architecture is apartnership between seasoned architects and urban designers Jean Pelland and Martin Leblanc, and Sid Lee, a global commercial
creativity company. Established in Montreal, with satellite offices in Amsterdam (Netherlands) and Paris (France), Sid Lee
Architecture boasts a team of 25 architects, technicians, designers, managers and support personnel. This multidisciplinary team
enjoys a solid reputation, having successfully carried out many large-scale projects. Sharing common views on interior design,
brand strategy, urban approach, and the role of context, the Sid Lee Architecture team has had the opportunity to put its
knowledge and expertise to work, successfully completing a wide range of multidisciplinary projects.
About Sid Lee – www.sidlee.com
We are a multidisciplinary creative team of 550 artisans of many persuasions. We work globally for top-tier clients from ourMontréal, Amsterdam, Paris, Toronto and Austin ateliers. We are people passionate about embedding brands, products, spaces
and services with meaning and resonance.
Find us on Facebook at www.facebook.com/meetsidlee
Follow us on Twitter at www.twitter.com/sidlee
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AJAX_BY SIDLEEARCHITECTURETHE AJAX EXPERIENCE VIDEO
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