A new museum in Amsterdam tells the story of one of Europe’s oldest and most prestigious football clubs. The Ajax Experience is an experimental and interactive setting that highlights the triumphs of Holland’s Ajax Football Club. Split into three areas – the History Hall, the Ajax Academy and the retail shop – the museum invites guests to partake in a series of playful games and learn about the teams’ history.

‘The whole experience is focused on creating a celebration of a unique story of achievement,’ says architect Jean Pelland of Sid Lee Architecture. While the History Hall is bright (lit partially by daylight), its angled walls and ceilings feature steep diagonal pitches covered in LED fixtures that omit a red glow. ‘When you’re in the space, you don’t notice the lighting,’ says Francois Roupinian of Montreal-based Lightemotion, which designed the museum’s lighting. ‘The wall just seems to glow.’

The Ajax Academy is a dark, windowless space with black angular walls; the space is lit from within via backlight panels. Meanwhile, spotlights follow the visitors, giving them a taste of what it’s like to be a famous player or ‘in the spotlight.’ Finally, the retail shop includes ample display space for merchandise, while keeping with the exhibition feeling to enhance the buying experience.
Exhibit design and scenography was realized by gsmprjct°.

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