Via Veneto, the symbol of the Roman Dolce Vita, is awaiting its revival. Born as the most elegant boulevard in the capital of Italy, it experienced its maximum splendor in the 60s, immortalized by Fellini.  Today, amidst the charm of grand historic hotels and signs of urban decay, the street is at the center of a redevelopment project. Since 2022, the Municipality of Rome has allocated growing funding - now up to 4.5 million euros - for pavement and sidewalk renovation, with construction set to begin in autumn 2025, following the Jubilee. Meanwhile, new luxury hotels are opening, including Nobu and Hotel Imperiale, while the Majestic will become Italy's first Baccarat Hotel. Among the initiatives to revitalize the street, the "La Dolce ITA Club" project is noteworthy. This initiative was initiated by the Hotel Via Veneto in collaboration with the manager, Davide Scarparo, which focuses on promoting Made in Italy through events, podcasts, and high-end craft exhibitions.