To design something new - a large architectural structure, a piece of furniture or a small object - has always been a rewarding experience for me, a rare privilege which should not be taken lightly. It requires a very detailed line of research which must be carried out with the very best associates. Design new street furniture? ... only with the number one, with JCDecaux. Just imagine what it is to design a little of the mechanics, a part of the street furniture which contributes to the architecture of the "Eternal City". Looking at the technical and functional aspects in a disciplined way, which is easy to do with JCDecaux, we focused all our attention on the City (Rome and all the other cities), and designed street furniture, which is minimalist and easily identifiable. This furniture in no way strives to compete with the monuments of this historical city but, on the contrary, endeavors to blend with and enhance even the simplest landscapes of the outskirts of the newly built cities.