And it's not just the products, it's also the signs, labels etc. that are very recogniseable. Together, this has inspired El HEMA, a real store recreated by Mediametic, exploring what HEMA would be like if it were based in an Arabic country:
What would an Arabic Hema look like? Halal sausage? Arabic chocolate letters? Affordable high quality headscarves? 3 Arabic scarfs (kaffia) for the price of 2? Tunics or Djballas? School notebooks with lining for Arabic, which reads from right to left? Ali Baba and the 40 shoplifters? Camel milk? Arabic poetry on duvet covers? Jibril and Jamilah children's champagne? North African wine?
The project is based on the launch of five new designs for a more up-to-date looking Arabic script. I think it's an interesting exercise, I should stop by if I can.
EDIT: My apologies for the telegram style of this post, I was a bit tired last night, but wanted to share this before I forgot. I may clean it up and flesh it out a bit later, or you can just follow the links (although most are/end up on Dutch pages) or perhaps you can try a search engine. If any interesting articles come up in English, let me know and I'll link them.