In the year 2044, escalating city taxes have rendered travel to major urban centers unattainable for many, ushering in a period of decline for once-thriving cities. However, Rome emerges as a beacon of innovation, reversing its tax policies and spearheading the transformative “La Bolla” project. Through this initiative, Rome reclaims its status as a vibrant metropolis, leveraging unconventional methods to generate revenue and preserve its cultural heritage. Central to “La Bolla” is the strategic sale of advertising space on a floating bubble atop the Colosseum, a bold move that not only revitalizes the city’s economy but also showcases innovative approaches to urban sustainability. Throughout Rome, advertisements proliferate, serving as a testament to the city’s adaptability and resilience in the face of economic challenges.