El Hema was an exhibition/store at Mediamatic from 24 august 2007 until 6 january 2008. El HEMA is an Arabic version of the Dutch department store franchise "Hema", which is the most public manifestation of Dutch culture.

Based on an analysis of the most characteristic elements of the "Hema", I designed together with five Arabic designers the interior of the store. The typical atmosphere of a Hema shop is kept, while furniture, signage and photos are translated into Arabic.

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