In collaboration with gsmprjct°, Jimmy Lee and Sid Lee.

The challenge
The over 100 year-old Ajax Amsterdam is a Dutch football club based in Amsterdam. The city has completely related to this legendary and world-famous club: Amsterdam is Ajax, Ajax is Amsterdam. The Dutch national team has built its reputation over time, and the club has won all the awards in the profession: the Champions' League, the UEFA Cup and the European Cup winners' cup.

In 2010, Sid Lee Architecture, in collaboration with gsmprjct°, Sid Lee, and Jimmy Lee, was mandated by the AFC (Ajax Football Club) to create the brand new Ajax Experience, a museum experience that praises the epic sports franchise, allowing the visitors to discover what has led Ajax to become one of the most respected teams in the history of football.