The main aim of the exhibition is to highlight the wide and diverse range of sources (ideologies and prototypes) that the brand's sales strategies have utilized to build its identity. The participation of advertising artist Leo Heilbrunn in the development of this identity was crucial and largely determined the high level of marketing communication for which the Alpa brand became a legendary example of “higher style” advertising at that time. The exhibition took place at Gallery G18 in Zlín from March 17 to April 28, 2022.