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  •  El HEMA
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  • El Hema late nite

    Final touches before the opening

    Amsterdam - August 23, 2007: The shelves were being stocked, poster-size photographs were carefully being hung in the windows, the last designs were still being finalized, the media was buzzing...

  • El HEMA
  • retail
  • shopping
  • arabic
  • Typography
  • Design
  • El Hema grand opening a success

    Amsterdam – August 24 - 26: Organizers, designers, volunteers and especially spectators agreed the grand opening of the El Hema art exhibition was an astonishing success.

    The exhibit was an imaginative way to expose audiences to five new Arabic fonts, typography and culture through everyday products. Throughout the weekend hordes of people waited in a never-ending...

  • Press release

    Hema threatens with legal action

    because of the El Hema exhibition

    EXTRA: Mediamatic will meet with the Hema B.V.'s Director of Marketing on Friday the 27th of July. In a letter postdated the 23rd of July 2007, the Hema has changed their tone of voice ('The Hema...

  • Kufi made easy

    28 August 2007

    Amsterdam – August 28 and 29: First names, last names, names of friends, single words and phrases were all converted into beautiful Arabic patterns during typographer Pascal Zoghbi’s two-day Kufi...

  • Arabising Hema

    The metamorphosis of the contemporary Hema to an Arabic modern El HEMA

    Taking a step further in developing its brand, Hema seems to be smoothly introducing its new simplified logo on the products. The Arabic version of the new logo was designed based on the primary El...

  • The Making of El HEMA

    The making of the El HEMA exhibition

    On August 24th, 2007, Mediamatic will open the doors to El HEMA, the exhibition. What could an arabic Hema look like? El HEMA needs to be filled with food, drinks and products. During the months June

  • F O R U M

    El HEMA forum

    Op 24 augustus 2007 opent de El HEMA tentoonstelling. Dit is de online ontmoetingsplaats voor deelnemers aan de voorbereidingen.

  • El HEMA Photos

    The El HEMA products, brought to you by our favorite designers!

  • Yay! El HEMA nominated for Dutch Design Prizes!

    Vote for us if you like El HEMA

    We're very proud that we have been nominated for the Dutch Design Prizes. We're also on the shortlist for the Audi(ence) prize. And that's where you, dear reader, come in... You can vote for El HEMA...

  • Het Arabische alfabet

    Alif Baa Taa

    Het Arabische schrift speelt een belangrijke rol in El HEMA, oorspronkelijk bedacht als begeleiding bij "Typographical Matchmaking" een project van de Khatt (spreek uit Gatt) Foundation . De...

  • Thank you, come again.

    El HEMA koopavonden are making good progress

    Spectators arrive at El Hema exhibit a month before its grand opening and are invited to see the planning of the exhibit.

  • arabic- flags -logo-play

    I worked on this with Marukh Bibi Ahmad Sadiq

  • Arafat-elephant- pied-de-poule

    onderzoek/ inspiratie materiaal voor El Hema patronen en graphics/ arabscarfpatern

  • An interview with KhaJag Apelian

    "All the basic things in life are design."

    Born in Dubai, raised in Lebanon, and currently based in The Hague: KJ is leading the Noord design team. He tells us about his love for the performing arts, and the power of design.

  • Persbericht 29 oktober 2007

    El HEMA verlengd tot januari 2008

    Stemmen voor de El HEMA publieksprijs tijdens Museumnacht

    De tentoonstelling El HEMA wordt verlengd t/m 6 januari 2008. De EL HEMA trok tot nu toe bijna 30.000 bezoekers. De El HEMA is geopend op woensdag t/m zaterdag van 12.00 tot 2o.00 uur en op zondag...

  • Press release

    HEMA will function in the jury of the design…

    joint press release by HEMA and Mediamatic

    Amsterdam, July 27th 2007 - During a constructive discussion HEMA and Mediamatic have agreed to allow the exhibition El HEMA to continue as planned. Marketing director René Repko from HEMA will be...

  • Arabic Basics voor El Hema

    (voorstel)

    Proposal for a mix of Arabic and western clothes for El Hema. If you have recommendations or suggestions for missing items; LET ME KNOW!!

  • Arabic pickup lines t-shirts

    T-shirts designed using the arabic typefaces. Still in the process of experimenting with the type and the positioning as well as producing prototypes.

  • Mediamatic wins Dutch Design Prize 2007 for El…

    Category 'Visual Identity'

    This weekend El HEMA got awarded a Dutch Design Prize! Not the audience prize (we were second there) but the prize for "Visual Identity". Jans Possel and Willem Velthoven went on stage to receive the...

  • HEMA doet ElHEMA!

    Warenhuisketen biedt Suikerfeest–seizoensassortiment 2 jaar na opening ElHEMA project van Mediamatic.

    Een mooi voorbeeld van hoe de kunst voorloopt op maatschappelijke ontwikkelingen. In 2007 introduceerde Mediamatic ElHEMA , de arabische variatie op de hollandse HEMA. 2 jaar later zet de...

  • El HEMA Winnaar Nederlandse Designprijzen

    in de categorie Visuele Identiteit

  • Cut Up Djellaba

    Customize the traditional djellaba into your fashionable tunique

    This item is a kit, where you get a white arabic djelaba and a pair of scissors. What do you need to do then? Just start cutting, and express your own style through that traditional clothing.

  • Opening hours

    of the El Hema Exhibition / shop and Restaurant

    Wednesday, Thursday, Friday and Saturday from 12.00 - 20.00 hours & Sunday from 14.00 - 18.00 hours. On 26 December the El HEMA is closed for Christmas. The exhibition is extended to 6 January 2008.

  • Vaat–i–Maatjes publiekslieveling

    Hollands en Arabisch op z'n huiselijkst

    Tijdens de Museumnacht konden de bezoekers van El HEMA stemmen op de inzendingen van de Ontwerpwedstijd die Mediamatic organiseerde. De vaatwashandschoenen met handbeschildering in Arabiserende stijl...

  • El HEMA in Den Haag

    Nieuwe tijdelijke winkel in het centrum van de stad

    El HEMA, een concept ontwikkeld door Mediamatic Amsterdam in 2007, werd een instant-hit. De El HEMA werd daarna geadopteerd door Kosmopolis. Na Rotterdam bezocht te hebben, is de El HEMA nu te vinden...

created JoAnn DeLuna modified JoAnn DeLuna

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