The urban concept proposed gives the main square the role of representative of the institution and of the citizens again. The market square is designed as a long inclined esplanade that becomes the place of revival of the city; the area is dedicated to new commercial activities and it culminates in the new covered market of fish, fruit and vegetables. Finally the “angels” are sustainable elements, immediately recognizable that characterize the whole urban territory as a Landmark. The project has been resolved with the help of many disciplines: urban analysis, architecture, urban marketing and sustainability to ensure the distribution of resources in a competitive and eco-sustainable way.