The purpose is the redevelopment of the former kiln Hoffmann “Gualtiero Fagioli” of Ponte d’Assi in Gubbio. The largest abandoned industrial area around Gubbio, from the beginning of XX century, is a typical example of a high potential site that’s currently abandoned. The purpose is to reactivate the productivity of ideas and resources that are still latent, as the project’s name suggests, Land – Spark. We starting from the most important production site of Gubbio until to imagine a place incubator of ideas for the young people of neighboring areas and beyond. From brick factory to ideas factory.