Hema is a popular Dutch department store chain selling low pricing housewares and other items made by Hema itself.

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 'El Hema' 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.

Originally, the real Hema was not too happy with the idea and threatened to take legal action but apparently they changed their minds and are now part of the jury that will select the best design(s). If you can't beat them, join them.

• Mediamatic: El Hema