Complete fan store renovation in 6 weeks

For the Ajax fanshop renovation, our goal was to modernize the shop, improve customer flow, and create a welcoming space for fans.

In collaboration with HWA Architects, we redesigned and expanded the store, optimizing product displays for a better shopping experience. To keep the store partially operational, renovations took place in two phases: first closing the right side for three weeks, then the left. Throughout the process, we also had to carefully plan around game days, adjusting our workflow to accommodate match schedules. In March 2025, the fully renovated store officially reopened its doors.

Now spanning 575 m², the store offers more space, better product visibility, and a refined shopping experience. Thanks to our collaboration with Adidas, the design aligns with the brand’s global retail standards, transforming the fanshop into a true destination.

"575m2 designed to breathe the Ajax brand."

"A key design highlight is the custom tile-look checkout counter and accessory display, seamlessly finished for a premium touch."