Fleur Pellerin, Minister for Culture and Communication and Frédéric Gagey, Chairman and CEO of Air France are inaugurating ESCALES CULTURE, a new partnership to promote France’s rich cultural heritage.
France has an exceptionally rich heritage, which is what makes it the leading destination for travellers from all over the world. These travellers, however, still focus on a limited number of sites that already have a record number of visitors. It is therefore important to promote the sites, museums and monuments that may be less known to a wider audience, but which nonetheless remain part of our country’s treasures.
With this collaboration, the Minister for Culture and Communication and Air France are illustrating their desire to make each trip a cultural experience, so that passengers can discover France in a new light. In the next few days, on their screens, they will be able to marvel at Chagall, Picasso and Léger’s French Riviera. From the hills above Nice they can discover the shades chosen by Chagall for his Biblical Message. They can admire the virtuoso architectural language of Robert Mallet-Stevens, whose villa in Croix has regained its original vitality.
ESCALES CULTURE ESSENTIALLY USES THE POWER OF IMAGES.
As of June, articles, films and picture galleries on France’s cultural heritage will be published on Air France’s communications networks, notably in the Air France Magazine (over 400,000 copies published) and on board its long-haul aircraft.
The first film is dedicated to the national museums of the twentieth century in the Alpes-Maritimes region, dedicated to three great artists – Marc Chagall in Nice, Fernand Léger in Biot and Picasso in Vallauris – whose works illustrate their political and spiritual commitment and burst with the colours of the Mediterranean.
The first picture gallery presents the Villa Cavrois, built in Croix in northern France in 1932 and designed by the architect Robert Mallet-Stevens. A modern architectural work of art, the Villa Cavrois opens to the public as from 13 June, after several years of restoration.