Hey'Ya, Arab woman in sports
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Hey'Ya mark

Global ambition and local culture in sports.

Hey'Ya! (Let's Go!) was presented at Sotheby's London during the London Olympics of 2012. The exhibition presents photographs of a group of woman athletes from Arab countries in a wide range of sports. The photographs display the athletes issues with complying with standard dress-codes in sports because of their cultural and religious contexts. The branding of Hey'Ya! refers to well-known sports visuals from the current and past to show the contrast between the Athletes ambitions (the brand) and their reality (the photographs). The brands connects the exhibition and publications throughout Sotheby's London, Harrods, and QMA Qatar.

Made in a team at 2x4 inc, partner Michael Rock, creative director Sung Kim for Brigitte Lacombe and Marian Lacombe at Qatar Museums, Sotheby's London and Harrods London. See also Hey’Ya London and Hey’Ya Qatar. Read more at Qatar Museums, The Guardian, Huffington Post, Sotheby’s, Vanity Fair, Observer.

Hey'Ya exhibition graphics

Hey'Ya exhibition at Sotheby's London

Hey'Ya exhibition at Sotheby's London

Hey'Ya vitrine at Harrods London

Hey'Ya vitrine at Harrods London

Hey'Ya books

Hey'Ya book cover

Hey'Ya book spread

Hey'Ya index spread

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