Shoppers in Birmingham will see the city's landmark Selfridges building illuminated in pink as part of a gay pride festival.
The exterior lighting of the structure, which is clad in thousands of metal discs, has been changed to a pink hue until next Tuesday.
This weekend's 10th Birmingham Pride festival has been organised and funded by the city's Gay Business Partnership.
It is expected to attract more than 100,000 visitors from home and abroad.
The move is only the second time the colour has been altered. It is silver by day but lit in blue at night.
It will be complemented by music and entertainment marking the festival.
The store's general manager Loretta Fraser said: "Our involvement in events like Pride is central to what Selfridges is all about - retail and entertainment."
Referring to a previous colour change to mark St Patrick's Day, Ms Fraser added: "By changing the colour of the building again we are supporting another one of the important communities in the city."
Mr Gay UK, Richard Carr, will make a visit to the store on Sunday.