The conference at the Heraklion Archaeological Museum was showcased by an exhibition of original contemporary creations, clothing, jewelry and other objects with Minoan references, which lasted for a month and was accessible to all visitors of the Museum. Branding Heritage invited distinguished Greek designers to a discourse with the museum’s great Minoan findings, creating modern garments with the main purpose of proving that ancient Greek culture can be a source of inspiration in contemporary creation but also enhance the connection between entrepreneurship and cultural heritage. There was a response to this invitation by designers such as Mary Katrantzou, Spyridon Tsagkarakis, Faye Chatzi and the brands Zeus+Dione, Philomela and Klotho. Research archaeologist Dr Bernice Jones participated in the exhibition with reproductions of Minoan garments, presenting 3 copies of garments inspired by Minoan frescoes and excavation findings. Most of the garments were given by the creators to the organisation and now belong to its rich Minoan collection. The exhibition was curated by Culture and Cultural Management Consultant Elena Mavromichali.