Italian fashion tycoon Brunello Cucinelli, best known for selling cashmere sweaters for thousands of dollars each, has unveiled his latest creative project: a fully restored medieval hamlet nestled in a valley in central Umbria.

Cucinelli showed hundreds of invited journalists and guests around the 13th century settlement of Solomeo on Tuesday, having spent 30 years and an undisclosed sum from his personal fortune to refurbish stone buildings, build a theater and demolish some warehouses to plant a new landscape of olive trees and vines.