In 2010, Amsterdam’s famous Ajax football club awarded the creation of the ‘Ajax Experience – a museum to celebrate the glory of the club – to Sid Lee Architecture, along with gsmprjct°, Sid Lee, and Jimmy Lee.

The result : a magical place using digital experiences to convey the passion generated by the team.

“Training grounds” mixing the real and the virtual, touch-tables, a dressing room where a life-size digital coach delivers his motivational speech, interactive screens – it’s all there. More details are revealed in the video below, and in the slideshare presentation here.