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This chapter presents an interpretation of gentrification and touristification as gender-related issues. The underlying question driving this discussion is: How can we envision feminist cities when certain forms of feminism today are strongly intertwined with consumerism? In the context of ghost cities or neighborhoods, Airbnb and digital nomads dominate, skyrocketing prices make life unaffordable, support structures vanish in favor of place branding, and oppressive security practices are normalized. The chapter examines the history of neoliberal deactivation in Rome’s Ostiense neighborhood. It explores the resistance by places of liberation, such as the occupied former barracks of Porto Fluviale, which serves as a residence for homeless families. It delves into the genuine transformation of the area into an open-air museum exploited for tourism and the occupation of a former nightclub turned into a meeting space for marginalized individuals to ensure their safety through acts of resistance. The territorial appropriation dynamics driven by neoliberal forces have altered geographies, resulting in an emotional detachment that renders the city unlivable. The chapter touches upon the transformation of soulful places into sites of emotional resistance, illustrated through Sara Ventroni’s poem dedicated to the Gasometer. This suburban colossus has indelibly shaped the area’s cityscape since the early 20th century, constantly caught between branding and resistance. Drawing from these experiences and insights, a new theory of the city is proposed, one rooted in the principle of care.