Ocra Summer School in Montalcino rethinks architecture and tourism

In Montalcino, a town long dominated by Brunello wine monoculture, the former convent of Sant'Agostino has been transformed into Ocra (Officina Creativa dell'Abitare), a cultural hub founded by architect Edoardo Milesi with support from the Fondazione Bertarelli. Since 2015, Ocra has hosted a Summer School focused on interdisciplinary architecture and living, attracting students and young graduates. The 2020 edition, postponed due to Covid, runs October 4–12 and will involve ten selected participants in a project to reimagine the Museo di Santa Maria della Scala in Siena, combining architectural design with theatrical dynamics. The initiative is part of a broader effort to diversify Montalcino's tourism beyond wine, addressing issues like overtourism and the 'sangimignanizzazione' of Tuscan towns. Milesi's approach emphasizes the architect as a generalist, collaborating with specialists, and producing concrete proposals for local authorities. The restoration of the church's 15th-century frescoes by Bartolo di Fredi, funded with €650,000 from the Bertarelli Foundation, was opened to the public as an attraction. Ocra also hosts artists in residence and lends spaces to universities and cultural associations. The complex is now managed by Opera Laboratori Fiorentini (Olf), which won a public tender.