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(Birmingham) One of Britain's biggest retailers is seeing pink this month as Selfridges' Birmingham store throws itself into the city's gay pride celebration.
The store, clad in thousands of shining metal disks, is one of the landmarks in modern Birmingham and beginning this week lights that shine on the building at night have been tinted pink.
Birmingham's pride is considered the biggest in Britain, attracting more than 100,000 visitors from the UK and abroad.
But a pink facade isn't all that Selfridges is doing.
Pink champagne will be served in the men's Superbrands area. Up on the third floor in the Menswear department there will be go-go boys and drag queens performing. And on Sunday Mr Gay UK will hold court.
Turning Selfridges facade pink is only the second time the store has changed the color from the usually staid dark blue. The first time was for St Patrick's Day when the lights were green.
"Our involvement in events like Pride is central to what Selfridges is all about - retail and entertainment," general manager Loretta Fraser tells the BBC.
"By changing the color of the building again we are supporting another one of the important communities in the city."
This weekend's pride celebration will be the city's tenth.
©365Gay.com 2006
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