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Square feet of space taken up by a L’Oréal lipstick ad that in May was draped over the 15th-century Trinita dei Monti church in Rome. In addition, a bottle of shampoo covers one end of the Campo di Fiori, a Vespa scooter appears on a facade behind the Piazza Navona, and a huge coffee ad dominates the Piazza di Spagna. Soon, the Pantheon will become the first Roman antiquity to be covered by ads.

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