Offers considerations on the on-going restoration of building facades in the historic city center of Campiglia Marittima. Points to the importance of respecting the authenticity of historic architecture, and a priori, the need to correctly define the concept of authenticity. Argues that what should be conserved is not the image of the building from a past time, but rather the image that has evolved over the course of time, which we have inherited. Thus, if the intonaco has long been missing from the facade of an historic building, the exposed wall should be consolidated as it is without replacement of the intonaco. ;