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Falerone, an Italian town located in the central region of Marche, suffered heavily from a series of earthquakes in 2016, which killed hundreds of people and displaced tens of thousands. While Italians have always accepted earthquakes as part of their reality, the catastrophic events of 2016 left a particularly acute aftertaste. Many families lost their homes, others had to move out because of unsafe conditions. In Falerone, more than 70% of buildings became inaccessible. As a result of forced displacement, the historic town’s population decreased significantly.During my fieldwork I will research and analyze various approaches to post-earthquake reconstruction in Italy in order to speculate on how the reconstruction process could be used to reinvigorate the damaged town. Experimenting with design research methods, I will also speculate on how the development of a new craft tradition can facilitate gradual economic rehabilitation. The reconstruction can, and should be, a transformative process, used as an opportunity to help Falerone redefine its identity — and connect its future with its past. The strategy proposed here — a set of principles, an architectural toolkit — even though highly bespoke, could be later adopted as a model in other Italian towns struggling with similar problems.