The Netherlands’ most successful ever football team, AFC Ajax, will unveil its retail concept at its stadium, designed by UK consultancy Dalziel & Pow, next Wednesday.
Work at the Ajax Arena, which is just outside Amsterdam, started in December 2000. Dalziel & Pow, which created the Tottenham Hotspur superstore in London’s White Hart Lane in 1999, pitched for the project against an unnamed local design-and-build contractor.
The first stage of the work opens next week. The final stage will be ready for launch by October or November. One of the main challenges is to integrate a small museum into the retail space.
Dalziel & Pow describes the brief as “to create a retail space in keeping with the quality of Ajax and to create an exciting, spacious and vibrant space”.