The exhibition/store El Hema at Mediamatic (24 August 2007 - January 6, 2008 / Post CS building) was a collaboration of Mediamatic Foundation, Khatt Foundation and a number of Arabic graphic designers. El HEMA is an Arabic version of the Dutch department store 'Hema', the most typical public manifestation of Dutch culture.

Basis for the exhibition interior was my analysis of the most characteristic elements of a Hema store, such as organization, signage, colors, & c.. El HEMA has the typical atmosphere of a Hema store, while signage, furniture, products and photos are translated into Arabic.

El Hema won the Dutch Design Price 2007 in the cathegory "Visual Identity".