The Ajax Experience was a
museum dedicated to
AFC Ajax' club history in
Amsterdam in the
Netherlands. The museum, located at the
Rembrandtplein
Rembrandtplein (English: Rembrandt Square) is a major square in central Amsterdam, Netherlands, named after Rembrandt van Rijn who owned a house nearby from 1639 to 1656.
History
The square has its origins in the defensive walls constructed in ...
, was opened on 24 September 2011 and closed within two years after a 9 million euro loss.
History
On 24 September 2011, Ajax Amsterdam opened the Ajax Experience as an attempt to bring the
World of Ajax tour closer to
Amsterdam-Centrum. Designed by
Sid Lee and
Gsmprjct°, the Ajax Experience was an interactive experience which shared the philosophy of the club with the public, as well as bring the audience closer to the likes of
Johan Cruijff,
Marco van Basten
Marcel "Marco" van Basten (; born 31 October 1964) is a Dutch football manager and retired professional player, who played for Ajax and AC Milan, as well as the Netherlands national team, as a striker. Widely regarded as one of the greatest pl ...
or
Wesley Sneijder. Various national and international trophies that were won by the club over the years were on public display as well. With an estimated 3,5 million to 4,5 million fans in the Netherlands, and even more abroad, the Ajax Experience aimed to cater to the various fans who not only frequent the
Amsterdam ArenA or
Sportpark De Toekomst, but also those who are visiting Amsterdam as a tourist destination who are not looking to deviate too far from the trusted central area near by frequented destinations such as
Stopera,
Joods Historisch Museum, Tunfun, or
Artis.
Location
Situated on the famed Rembrandtsplein in Amsterdam-Centrum in a former
ABN-AMRO banking facility, the 1,400 m
2 space proved to be optimal to provide the needed room to supply an interactive experience which featured cinematic match summaries, while showcasing the overall successes and big names associated with the club on the historic downtown square.
Dissolution
On 23 July 2013 it was announced that Ajax would discontinue the Ajax Experience, citing a loss in revenue as the cause for the discontinuation of the establishment. The
World of Ajax situated at the stadium would however continue to serve as a touristic function for the club, while the fanshop situated at the same location as the Experience remained open until 1 February 2014. The club made a reported €9 Million loss over the course of two years through the museum, which resulted in its immediate shutdown only 2 years after its opening day.
See also
*
World of Ajax
References
External links
Ajax Experience on projectcredits.com
{{DEFAULTSORT:Ajax Experience
2011 establishments in the Netherlands
AFC Ajax facilities
Association football museums and halls of fame
Museums in Amsterdam
Defunct museums in the Netherlands
21st-century architecture in the Netherlands