Cities are growing dramatically. At the same time, we are witnessing the obsolescence of the existing building stock due to its low performance in terms of structural stability, energy efficiency and, last but not least, beauty. Especially in Italy, a highly seismic country, most of the buildings erected between the 1950s and the 1980s are not only earthquake-prone but also aesthetically unpleasant. In this perspective, the urgency of improving the existing building stock in terms of seismic vulnerability opens up the opportunity to also work on its architectural image. This article draws from the assumption that the search for beauty represents an important and often neglected dimension of the search for sustainability. In particular, the presented study suggests and combines the use of parametric design and the structural shape of steel exoskeletons to renovate a typical earthquake-prone apartment block from the 1960s in Italy. The results show that the proposed parametric approach can provide and select different effective renovation solutions.