Why it matters: The transformation of one of Britain's most significant modern buildings is one of countless examples of how the entire town is uniting to showcase Ipswich during Ed Sheeran's only UK stadium shows this summer.
The big picture: The Willis Building joins the Town Hall in being lit up pink at night as part of Ipswich Central's "Welcome Home Ed" campaign. Businesses across town are participating by creating pink window displays, hosting Ed-themed events, and decorating with pink bunting.
What's happening: The Norman Foster-designed building, constructed between 1970 and 1975 for insurance firm Willis Towers Watson, now houses 1,300 office staff and stands as a landmark of 'high tech' architectural style. Its dark glass curtain wall exterior has been transformed with pink lighting to mark the homecoming concerts at Portman Road on 9, 10, and 11 July.
What else is happening: Ipswich Central is running a £500 window display competition, judged on 11 July, encouraging businesses to turn their displays pink. The campaign includes pink bunting decorating the town centre, a three-day Cornhill Fan Zone, and a temporary "Ed trail" featuring 16 pink heritage-style plaques around town.
What they're saying: Lee Walker, CEO of Ipswich Central, said: "When we heard that global superstar, dedicated Ipswich Town fan and local lad Ed Sheeran was coming home to perform in Ipswich this summer, and bringing 90,000 fans with him, we knew we had to celebrate!"
For context: The Willis Building became the newest building to receive Grade I listed status in 1991, making it one of only two listed buildings under 30 years of age at the time. It stands alongside the Grade I-listed Unitarian Meeting House in the town centre.
The bottom line: With tens of thousands of visitors arriving for the concerts, the pinkification of Ipswich's most recognisable modern landmark is just one striking example of the town's commitment to creating a memorable welcome for Ed's homecoming.
