When Copenhagen Pride organises this year’s event, Copenhagen is filled with festive people celebrating diversity, respect and life. The streets are filled with music, dance, beautiful costumes and, not least, a symphony of all kinds of colours. These colours can have very different meanings and values for each participant. The Flügger paint group is once again participating this year as one of four so-called main partners, who through their colourful contribution participate in the festivities and help spread Pride’s message to the whole country.

– Flügger has always been a grounded and open-minded company. In Copenhagen Pride, we have found a partner that builds a bridge to our diversity policy. It is the freedom to be who you are, to respect each other, to value differences and colourfulness. It is an important mission in general, and it is also important in our everyday life, where we do business and work with very different people, says CEO of Flügger, Sune Schnack.

An opportunity to reach even more people

For Copenhagen Pride, each commercial partner represents much more than just a financial injection, but also a golden opportunity to reach a much larger audience and create awareness all year round. This is explained by Steve Taylor, Head of Secretariat for Copenhagen Pride.

– Fundamentally, our commercial partnerships help make the whole event possible and free for anyone who wants to attend. But just as importantly, our partners and their customers help mainstream and spread our cause of LGBTI+ equality by sharing the message in their stores and on social media, says Steve Taylor.

Flügger is looking forward to sharing the diversity message on the chain’s social media channels and in Flügger’s 146 stores in Denmark.

– During Pride week, the LGBTI+ community should have the voice, the space and the room. We support the mission and the joy of celebrating diversity with colour. We do this through sponsorship, collaboration with other brands and, not least, by inviting employees, partners and customers, says Sune Schnack.

Spectacular opening show that creates artwork for donation

The highlight of Pride week is always the parade at the end of the week. This year, Flügger and MATE have created another highlight with the opening show on the 13th of August. With a very special dance show and storytelling, the festivities kick off with a burst of colour. The main characters in the show are dancers Yaqub Abdirahman and Bax, who will each tell their own stories about the freedom to express identity through the transgender community and the Ballroom subculture respectively. The show materialises in colourful artworks and a MATE.bike that will be donated to the audience or to selected exhibitors who will continue to spread the message.

This year’s Copenhagen Pride takes place in the capital from the 13th to the 21st of August 2022. Those interested can see the full programme for the Pride week at www.copenhagenpride.dk.