HEMA (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. [more inside]
posted by Skeptic
on Nov 12, 2007 -