Aug 07 - Jan 08: Hema is the manifestation of Dutch culture. With an eye on Arabic-Dutch art, Mediamatic wondered what an Arabic Hema would look like. El HEMA was born. Five new Arabic fonts were launched, and a design competition was set up to track down the ultimate EL HEMA products. During a fashion show burka-clad girls strutted the catwalk, only to have their burkas playfully lifted by a gust of air, revealing models wearing t-shirts with Arabic pick-up lines. Throughout the opening weekend hordes of people waited in line to enter the shop. The exhibition provided a glimpse into modern Arab culture. at Mediamatic Arabic - Dutch retail heaven Een van de meest succesvolle projecten van Mediamatic is EL HEMA. Een denkbeeldige Arabische Hema. Van 25 augustus 2007 t/m 6 januari 2008 presenteerde Mediamatic een ontwerpwedstrijd, workshops, en koopavond-salons rond El Hema. Gemaakt door Willem Velthoven.