Birmingham Gay Pride takes place this weekend and the local Selfridges department store is looking to show real pink power.

The outside of the chain has been illuminated with pink lighting to celebrate one of the largest gay festivals in the UK, making it only the second time that the original colour of blue has been changed, the last time being green for St Patrick’s Day in March 2006.

The pinkness will not just be limited to the exterior as this weekend the store will be awash with drag queens and go go boys.

There will be free glasses of pink champagne in the newly opened Mens Superbrands area, and on Sunday, Mr Gay UK, Richard Carr, will be visiting the area for a personal appearance.

Loretta Fraser, general manager of Selfridges in Birmingham said: “It is essential for Selfridges that we are a part of what is happening in Birmingham. Our involvement in events like Pride is central to what Selfridges is all about – retail and entertainment. By changing the colour of the building again we are supporting another one of the important

communities in the city.”

As this year’s Pride theme is shopping there will be a 10% discount on selected brands on Level 3 Menswear and Level 4 Womenswear, on presentation of a Nightingale Pride Flyer.

One of the biggest gay festivals in the UK, Birmingham Pride takes over Birmingham City Centre and Cannon Hill Park with entertainment and a parade around the city.