Stores Transform into an Open-Air Museum to Celebrate Local Heritage and Sustainability
Autogrill launches Urban Art on the Road, an innovative project created in collaboration with Outdoora.
The initiative transforms rest areas into true urban canvases, integrating art into transit locations to enhance local identity and stimulate cultural tourism.
An Immersive and Sustainable Experience
The project goes beyond aesthetics: each artwork stems from a careful interpretation of the local context to offer travelers an engaged and conscious experience.
Furthermore, in line with Avolta’s sustainability strategy, the murals are created using photocatalytic paints capable of neutralizing pollutants in the air.
“We want to turn every stop into a moment of beauty and cultural enrichment, giving a voice to the local heritage thanks to local artists,” declared Massimiliano Santoro, CEO Italy at Avolta.
The First Stages of the Open-Air Museum
The artistic journey has already begun with the first installations created by prominent names on the urban art scene:
- Badia Al Pino Ovest (AR): The artist Mrfijodor has created a site-specific artwork inspired by Tuscan landscapes and migratory routes, inviting travelers to rediscover the landscape as a central protagonist.
- Po Brennero Est (MN): Corn79 has signed “L’Armonia del Viaggio” (The Harmony of the Journey), a piece that uses geometric abstraction to reflect on physical and emotional movement.
- Coming Soon to Civita Nord (AQ): The artist Rame13 (Ginevra Giovannoni) will be the first female interpreter to join the project in the coming months.
A Long-Term Commitment
Urban Art on the Road is an initiative destined to grow and gradually extend across all of Italy. With this project, Autogrill confirms its role as a platform that connects infrastructure, culture, and environmental awareness, transforming functional spaces into emotional places.
