Ajax Experience to close

The Ajax Experience on the Rembrandtplein in Amsterdam will close on August 1.

The interactive museum of the Amsterdam football club is not attracting enough visitors to cover the costs, which include €1m for rebuilding and an annual rent of €500,000.

‘We thought the Ajax Experience was unique and would be popular,’ a spokesman says on the Ajax Live website. ‘We wondered where to put the queues of visitors, but there were no queues.’

The Ajax Experience was opened in September 2011. The official Ajax fan shop, also on the Rembrandtplein, will remain open until February 1.


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