According to the media foundation Mediamatic in Amsterdam, Hema is the most public manifestation of Dutch culture. Some countries find their identity in churches, the Dutch identify with Hema; a living monument of practical colorful clearness with value for the money.

And so, in relation to a project on Arabic-Dutch art, design and culture, Mediamatic launched the competition wow gold that explore what an Arabic version of the Dutch cultural brand Hema look like. What would the typography look like? What items would they sell? What would be the opening hours?

People are invited to submit their ideas and designs for El Hema products and concepts. The best submissions will be included in an exhibition and the best overall idea will receive an award.

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