Just don't tell Podhoretz...
November 12, 2007 2:38 PM Subscribe
posted by Skeptic (13 comments total)
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(Hollandse Eenheidsprijzen Maatschapij Amsterdam) is a quintessentially Dutch department store chain, specialised in selling unbranded no-nonsense goods at low prices. It is also known for its whimsical (previously
) advertising and strong corporate identity.
The art collective Mediamatic
decided to have a few multicultural laughs by launching "El Hema"
, an Arabic/Muslim version of the Dutch classic.
At first, the original HEMA was less than thrilled
, but it then decided to join the El-Hema Design Contest jury, which had to choose between such proposals as the Cut-Up Djellabah
and the rain-burqa
(perfect for the Dutch weather, I think).
In the meantime, the El Hema logo has won the Dutch Design Award 2007
in the "Visual Identity" category.