APRR has joined forces with the Cher Departmental Council for an ambitious initiative aimed at redefining cultural and tourist signage along the A71 motorway.
On October 23, Jacques Fleury, president of the Cher Departmental Council, and Philippe Nourry, president of APRR highways, inaugurated a new collection of illustrations, thus marking a strong commitment to the attractiveness of the territory .
This initiative arises from partnerships concluded in 2022 between APRR, the Cher Department and the local authorities concerned.
The objective? Improve the attractiveness of the area by renewing the cultural and tourist signage of the A71 motorway.
This approach aims to highlight the riches of the Cher department and make them visible to the millions of motorists who use this highway each year.
Since 2014, the APRR & AREA motorways have been renovating their cultural and tourist activity signs, the famous “brown signs”. The method is based on two pillars: consistency and audacity. A consistent graphic charter, a more visible format and the use of the latest techniques to guarantee compliance of colors with regulatory standards allow this consistency.
Audacity, more audacity…
Audacity is also found in the features of internationally renowned artists, selected by APRR to each illustrate a specific route within their perimeter, thus transforming the highway into an art gallery open air.
The audacity finally lies in the audio production of the PANORAMA podcast, which tells – through the voice of Denis Podalydès, member of the Comédie Française – the small and big stories hidden behind certain panels.
Reconciling road safety and heritage
These brown signs, created in the 1970s, aim to combat hypovigilance by breaking up the monotony of motorways. They offer motorists a 3-second reading at 130 km/h and a window onto a sometimes little-known heritage, thus being able to arouse the desire to take a break and venture out to discover these tourist sites.
The collaboration between APRR and the Cher departmental council illustrates a strong commitment to the attractiveness of the territory and demonstrates that it is possible to reconcile road safety and promotion of cultural heritage.
Thanks to this new collection of 17 brown panels, notably highlighting the priory of Orsan, the castle of Ainay-le-Vieil and the Cistercian abbey of Noirlac, the A71 motorway now offers an enriched experience for all its travelers.