Hema embraces El Hema art project

Budget department store Hema has withdrawn its objections to an art project called El Hema and is now offering to help the exhibition, the company said in a statement on Monday evening.

Last week Hema threatened to go to court and demanded the destruction of t-shirts, bags and other items which it said infringed the Hema copyright.
The project, by cultural group Mediamatic, is to set up an Arabic version of the Dutch high-street Hema. El Hema sells halal smoked sausage, Arabic chocolate letters, cheap but good-quality headscarves and three Palestinian shawls for the price of two. The show is due to launch on August 25.

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