1 Sep 12:26
Viva El Hema!
Viva El Hem ! If Keith Hart is correct and simple anti-capitalism is premature because capitalism has not yet fulfilled its historic task of bringing cheap commodities to the masses and undermining the insularity of traditional communities then the Dutch retailing giant the Hema, is as good an indication as any as to how fulfilment of this pledge might look like from the perspective of the consumer. Yet despite the enlightened (and enlightenment) mirror of itself that De Hema likes to hold up to the Dutch public, an audacious and radical cultural intervention last week succeeded in confronting both the company and the Dutch public with the gulf between values espoused and those actually practiced. De Hema was wrong footed by El Hema an audacious and radical cultural intervention by two non- commercial design foundations Mediamatic and the Khatt Foundation. Put at its most basic El Hema was an installation in which the Mediamatics exhibition space was transformed into an Arabic version of this iconic Dutch retailing brand. The project was realised by an international group of designers, with a strong Arabic contingent, brought together and coordinated by Mediamatic who (bravely defying of threatened legal action by the company) appropriated the Hemas carefully nurtured brand, brilliantly mimicking its design style and values, to recreate a range of typical Hema products and graphic design outputs the only twist was to substitute Arabic typography and Arabic models. We should be aware that the courage shown by Mediamatic was not simply the classical David Goliath scenario (as we saw in the Mclibal case).(Continue reading)
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