Seismic isolation can contribute to the revival of masonry in new buildings. In fact, masonry, which can guarantee a very long durability and a very good performance in terms of energy efficiency, does not have the same reliability of steel and reinforced concrete under seismic actions. With this aim, the application of seismic isolation in masonry buildings is analyzed with reference to the technological and the economic aspects. The economic comparison with the corresponding fixed base buildings demonstrates the suitability of base isolation for masonry structures. © 2016 Taylor & Francis Group, London.