The exposition presents examples of television spots, advertisements in glossy magazines and newspapers, and so on. In them, architects appear sometimes as creators divorced from real life, sometimes as people of the new era, "citizens of the world" of the 21st century. They are people who value functionality and have impeccable taste. Car advertisements usually highlight their energetic and dynamic lifestyle.
Along with the nameless, typical "architect" with a heap of drawings or a model in his hands, various goods are advertised by real stars of the architectural scene. They take part in these campaigns not only through their buildings - which can create the most winning backdrop - but also personally. Lord Foster is the face of Rolex watches, Frank Gehry and Zaha Hadid represent Vitra designer furniture, Massimiliano Fuksas represents Mont Blanc handles. As a rule, architects agree to associate their name only with exclusive goods, luxury goods. The target audience is the world elite. In this way, architects not only make money, but also reinforce their image as cultural leaders at the top of the social pyramid.