‘I City’ is a design proposal, at the urban-scale, conceived first for an ancient small town, north of Rome, known for its major production of bathroom ceramics. With increasing global competition, the town has suffered a profound economic decline and loss of population. By integrating new urban design elements—street signs, lighting, public benches and green spaces—with ubiquitous internet technologies, the town will become attractive for a new post-industrial generation to enjoy its unique historical and geological setting and use smart technologies to interact with the urban furniture and the community. A similar concept can be apply to many others villages with similar social and cultural context.