Marque-aka-lieu / Brand-aka-Place / Ajax football team


Comment traduire une marque de club sportif en lieu ? En créant un musée interactif, célébrant les étapes de l’héroïsme sportif! Et l’Ajax Experience, à Amsterdam, y réussit assez bien, même si il ne fait que ré-utiliser les codes design des grands équipementiers sportifs. Mais ici, la marque prend un sens plus fort, car elle devient réelle, fondée sur ses exploits passés.


Translating a brand/ sports club into a place does not seem easy. In creating a museum, dedicates to the creation of heroes, it suddenly seems more logical. And the Ajax Experience in Amsterdam, is quite a successful example of this approach. Even if it mainly re-uses the design codes created by the major sports equipment companies, the brand takes a stronger sense with this museum, as it becomes more physical, building on its past exploits.

Place/ Ajax Experience, Amsterdam, Pays-Bas/ The Netherlands

Information / WonderfulBrands

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