A complete transformation for the Ajax Fanshop brings
improved flow, refined design, and a true destination for fans.

Working closely with HWA Architects, we reimagined the store layout to modernize the space and elevate the fan experience. The design enhances product visibility and aligns with Adidas’ global retail standards, while the custom tile-look checkout and accessory display add a premium, seamless finish.

Renovations were carefully phased to keep the shop partially open, even during match days. We managed construction around game schedules, completing the transformation over two stages without compromising fan access. By March 2025, the fully refreshed store reopened to the public.

Now spanning 575 m², the Ajax Fanshop offers more space, greater comfort, and a welcoming environment that proudly breathes the Ajax brand.