Fendi fashion house to pay for Trevi fountain renovation
29 January 2013 Last updated at 03:40 GMT
The Trevi Fountain in Rome is to be given a multi-million-dollar facelift and the luxury fashion house Fendi is footing the bill.
It is not the first time big business has come to the rescue of Italy's heritage.
But not everyone welcomes the intervention.
Alan Johnston reports from Rome.