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Light fantastic: The Ajax Experience illuminated by Lightemotion.

Selling replica shirts is as central to the game of football as the teams themselves. Even national squads exploit the insatiable demand of fans to own the latest shirt with England recently announcing a change of strip after just a few games. As part of this trend, the more successful clubs are creating museums or exhibitions that tell the club story and history as a prelude to selling merchandise. Lightemotion a Canadian design firm have recently completed the Ajax Experience for the famous Dutch club.

The exhibition was designed by architect Sid Lee working with exhibition designers Gsmprjcto and Lightemotion. Divided into the History Hall, Ajax Academy and the retail store. The exhibition builds your expectation by setting out the history. Then you get a flavour of what it is like to be one of the players with locker room areas and a chance to walk the tunnel, or at least replicas of those spaces.

All that remains it to put on the shirt and for that you will need to visit the shop!

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