Visitors to the nearly 2,000-year-old Colosseum in Rome will be disappointed to find the monument covered in scaffolding this month. The ongoing restoration of the ancient ruin began a new phase in October with an ambitious three-year project that will clean the site and rebuild structural damage to the relic. Italian luxury shoe group Tod’s will foot the bill for the US$33-million project, which is under the direction of CEO Diego Della Valle. In return, Tod’s will have exclusive advertising rights over the Colosseum’s logo for 15 years and have its branding on all entrance tickets, seen by about six million tourists a year. Several legal suits have delayed the project, but the Italian court has dismissed the claims. In response to backlash from individuals who want the historic site to remain branding-free, Della Valle has maintained that he has no intention of plastering billboards or flyers to the exterior. For the near future, tourists must reckon with the ongoing renovation, but once concluded, visitors will can explore 25 percent more of the tunnels and cages housed in the Roman landmark.

For more information visit the Colosseum’s visitor website