Our cities must regenerate beneath the label of a conceived sustainability, in its total and organic meaning. In order to achieve this goal, it is necessary to integrate tradition and technology, preservation and innovation. We need and idea of the future in which, as in the past, realism joins utopia. A similar union must occur between architecture and urbanism, overcoming on one hand, the illusion of a shared planning process with economic and political power and on the other hand, the city as a juxtaposition of isolated interventions and self-referential projects. The merging closeness of architecture and industrial design was a mistake probably caused by a general diffusion of the media within prevailing human expression. Architecture, should instead be an interpretation of a ‘theme of mankind’, how to behave as ‘homo poeticus’.