versaceIt all started with the searching for an answer to the construction site on Clemens-Schultz-Strasse in St. Pauli, Hamburg. The weird thing was that the construcition site was decorated with a huge Versace sign on top. Everybody’s suggestion was that a Versace store was coming to St. Pauli. But nobody turely believed it, including me, so I was searching for an answer.
At  what’s wrong with the zoo, I found out that it is an art installation of Hamburg based artist Filomeno Fusco. Fusco wants to criticize the gentrification of St. Pauli. And by the way, he got sued by Versace.

Gentrification is the process of renewal and rebuilding which comes with the influx of middle-class or affluent people into debasing areas which are usually inhabited by poorer residents. The term gentrification was first used 1964 by Ruth Glass to describe the changes of london working class quarters. Popular places where gentrification took place are the New York’s quarters East Village or Williamsburg, North Beach in San Francisco, the Spittelberg in Vienna, the Prenzlauer Berg in Berlin or the Sternschanze in Hamburg.

I really had to laugh about a term which was used in the German Wikipedia article about gentrification: “Yuppisierung”, you can translate it with a word like “yuppiation”, because more and more yuppies are invading into these areas.
I recognized it myself in my home town Düsseldorf. The nothern part of the former poorer quarter Flingern was once inhabited by working class people and immigrants. In the past few years nice little boutiques, cafés, and bars openend and
the cultural offers got more. The apartments in the old buldings got renovated and the rents are still rising.
Gentrification is a tough topic, you can have lot of opinions. I have some of them myself, on one side I like what Flingern became, but on the other side I know i will be angry when the first franchise shops are opening there, like Starbucks or American Apparel. The crazy thing is, I like these shops, too, but not in this part of town. Because they will oust the nice independent and unique shops and cafés.
And it is the same with clothes, music or style, if you are one of the first (or mostly you belive you are one of the first), who took notice of it, you are no longer interested in it any longer when the big mass is interested in it.


some interesting links about this topic:

Es regnet kaviar – a blog of the network against gentrification in Hamburg
Gentrification: the elephant in the room– Bed-stuy Banana about her experience of gentrification in NYC


The German documentary “Empire St. Pauli – Von Perlenketten und Platzverweisen” is now online with a cc-license:

Empire St. Pauli – Von Perlenketten und Platzverweisen from Chamure on Vimeo.


  • roitsch

    nein, noch nicht, ich wollte damit sagen, dass man daran merkt, wie weit die gentrifizierung ist! für mich dann zu weit (wie in der schanze in hamburg)!

  • Max

    Achso, als unwissender nicht-Hamburger habe ich den Store in der Schanze hab vor ner Woche gesehen und mich als gewundert warum die AA so cool, indie, alternativ finden..

    Hoffen wir mal das es in Flingern nicht soweit kommt. (wobei wir grade im Erdkunde LK gelernt haben, dass man Gentrification kaum aufhalten kann)

  • anja

    Very nice article! I think alot about gentrification, too. Living in St Pauli offers many diverse life realities you can see day by day. But this art-project by Fusco was one that really shook and somehow feared my when I first saw it. I can exactly remember : What? Versace? Here? It cannot be, please. So it is not. Good. Still wondering how many people really recognize this project.
    At least we do!

  • Alex

    As we Germans say: I can only blow in the same horn ;-) . But honestly, I feel the same about liking the new cafes and little shops but also larger hip stores in these areas, which start the development to sth I dont’t like anymore. But how can we preserve that creative and inspiring state? Can it be preserved at all?

  • roitsch

    i think there are just a few things we can do. at first we should support the independent and unique shops/cafes. and on the other hand of course we should avoid going to the big franchise shops/cafes.

  • ramon

    Look at NYC and you can see your future. The only way a neighborhood stops changing is when rents fall/economic collapse.

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