Urban Art on the Road: Urban Art to accompany you on your Journey

Under its Urban Art on the Road project, Autogrill is turning service areas into narrative surfaces. No longer places to merely pass through but sections of a diffuse gallery that celebrates local identity using the contemporary language of Street Art. We’re taking art out of its classic venues to give it back to communities and people travelling through them every day, thus enriching their journeys with murals that speak about us.

Our vision: Art, Territory and Sustainability

Our mission is based on four fundamental pillars to regenerate motorway landscapes:

1. Enhancing our Territory: we’re transforming our establishments into urban canvasses. Every artwork stems from close reading of the location’s context and stories to offer travellers an immersive experience that celebrates local cultures and landscapes.
2. Connecting with Talents: we select the projects that most effectively focus on the bonds between a place and the people living in it. This is why we choose local artists, where possible, to further strengthen connections between a community and its talents. These first few initiatives are just the beginning of a mission to give voice to the best of local creativity.
3. A Positive Experience: we believe in accessible art that stimulates cultural tourism. Our buildings’ surfaces become windows for the imagination that can turn a simple stop-off into a chance to regenerate.
4. Environment and the Future: we use photocatalytic paints. Environmental impact features in the artworks, so every mural is a statement of active caring for the planet.

The sections of the Diffuse Gallery

Collaboration for Urban Art

The Urban Art on the Road project is a product of synergy between Autogrill and Outdoora, creators of socialARTvertising, an innovative approach combining Street Art and brand communication. Together, we’re taking art out of its classic venues to give it back to communities and travellers.