Flügger enters into colourful partnership with Copenhagen 2021

Flügger is partnering with Copenhagen 2021, which is organising WorldPride & EuroGames in Copenhagen and Malmö in the period 12-22 August 2021. WorldPride & EuroGames is expected to be the biggest and most important global LGBTI+ event in 2021, focusing on equality and diversity. During the 10 days of events, WorldPride will focus on equality and diversity, thousands of athletes will participate in EuroGames, Copenhagen will ooze art and cultural activities, and the stage will be set for one of the largest LGBTI+ events focusing on human rights through conferences and dialogue.

Rainbow swatches

As part of the partnership, Flügger will supply a new colourful design of the well-known swatches, which customers can have tinted in all colours of the rainbow, and will donate 3.5 Danish kroner to Copenhagen 2021 for each sold swatch in Denmark, Sweden and Norway. Speaking about the background of the partnership with Copenhagen 2021, Head of Communication, Ulla Matthiesen, says:

“Among other things, Copenhagen 2021 celebrates equality and diversity. As a Copenhagen 2021 partner, Flügger wants to highlight dialogue as a means of achieving greater understanding, inclusiveness, openness and respect for each other.”

Dialogue benches, art and creativity

To create space and opportunities for dialogue, Flügger is launching a series of initiatives that can set the stage for dialogue – both in the public arena and at home.

Flügger plans to decorate a number of ‘dialogue benches’ to be placed in selected public areas in connection with WorldPride & EuroGames. Flügger has also entered a creative partnership with two of Denmark’s most acclaimed artists – Michael Kvium and Maria Rubinke – who will decorate two unique benches that will subsequently be sold at auction for the benefit of Copenhagen 2021.

To promote dialogue within the home and engage children, Flügger is also launching a colourful wallpaper based on the iconic rainbow colours and Copenhagen 2021’s diverse dots.

“We hope that our actions can help set the stage for dialogue between people, and preferably dialogue based on equality and diversity. We believe that the path to greater inclusiveness begins with greater openness – with each other, the stranger next to us – and in relation to our differences. This is what we want to help create focus on and opportunity for,” stresses Ulla Matthiesen.

The swatches can be purchased in Flügger colour stores across the country now, while the wallpapers are expected to launch during spring 2021.