Forte takes on French service station chain

Forte is investing 35m for a complete rebranding of a 60-strong French motorway service station chain.

The former Relais chain, now Known as Coté France, has just unveiled its first service station at Troyes, south of Paris. Forte bought the chain from French company Sogerba in 1992.

Design group France Conseil has adapted Forte’s Welcome Break swan logo, which was designed by the Michael Peters Group in 1988. “We wanted to keep a familiar symbol so that British tourists can recognise it,” says a spokeswoman.

Architecture is by Cabinet Rousseau, interiors by hotel and restaurant specialist Cabinet D’Ambrogio and boutique and cafe concepts by Cabinet Totem Design. Each site will comprise a restaurant, cafe, business centre and shopping area.

“We’ve adapted each station to both the regional and national environment,” claims Cabinet Totem Design president Philipe Rivoalen. Six further sites will be operating by the end of this year.

Forte is also opening the first of its Meridien hotels in Italy, as part of the Lingotto congress centre in Turin. Renzo Piano, architect for the centre, is designing the hotel with input from Italian architectural practice Mirenzi.