Door: Mediamatic.

“The department store franchise Hema is as Dutch as you can get. There are countries that find their identity in churches, gardens or bathing houses. The Dutch identify themselves with the Hema; the living monument of the best value for your money, with typical eccentric Hema colours, bikes, cheese, rookworsten and Jip and Janneke children champagne.

The Hema is the alif and baa (abc) of cultural integration.

And that is exactly why the Arabic Hema directly crossed our minds: it is the image of the future Arabic Netherlands.

El HEMA was an exhibition with fun, surprising, touching and sometimes provoking designs. Moreover everyone could have a go at El HEMA’s special offer of food products. Halal, of course.”

Aldus Mediamatic.