Olivia Jones opens refurbished Penny store on Hamburg's Reeperbahn

Drag queen inaugurates cult Penny discounter
25 November 2020
Neueröffnung Kiez-Penny mit Olivia Jones

Drag queen Olivia Jones inaugurated Tuesday (November 17, 2020) the refurbished, radiant Penny discount store with cult, diverse status on the Reeperbahn in Hamburg-St. Pauli. Jones had sponsored the refurbishment of the store which now sports Illuminated billboards, graffiti and street art. The district is barely imaginable without the flamboyant, exuberant Jones who has organized guided tours of the district for years and runs three Olivia Jones bars in St. Pauli.

Reeperbahn Penny - cult

The Penny store on the Reeperbahn first made headlines in 2007 thanks to a Spiegel TV report and came to fame beyond Hamburg. "The Penny neighbourhood is cult," said Jones. The store counts among fashionable stops for people on tours of St. Pauli. The Hamburg-based street art artists Michael "Godling" Kiessling and Ray de la Cruz have given the store a new even "more unique and unmistakable" look. 

Flagship store 

The Penny store is a "flagship", according to Stefan Magel, Rewe Group Director of Retail Germany and COO Penny. The redesign brings the neighbourhood and the lifestyle into the discounter. "We see ourselves as an integral part of the Reeperbahn and are now bearing testimony to that idea," said Magel.