Exposition "The Baťa Principle: Today Fantasy, Tomorrow Reality"

The exhibition maps the history of the Baťa company from its founding in 1894 to its nationalization in 1945 and the breakup of the concern in 1948. This history is divided into individual sections, from the production of shoes and other products, the establishment of foreign companies, through sales, advertising, and transport, to the company's social policy. An essential part is also the shoe museum, one of the largest in Europe. Another part of the exhibition is dedicated to the Zlín film studio, its history, and the creative personalities associated with it. Another section explores the phenomenon of modern travel with a rich visual and collection fund of engineers Hanzelka and Zikmund, Eduard Ingriš, and Stanislav Škulin.

The topic of "Baťa" was a great taboo during the socialist era, and the most famous part of Zlín's history, as a prime example of capitalism, was deliberately allowed to fall into oblivion. The residents and visitors of Zlín had to wait more than sixty years for a dignified exhibition dedicated to the Baťa story. This long wait was rewarded: the new exhibition won the Gloria Musaealis award from the Association of Museums and Galleries of the Czech Republic for 2013 in the category of Best Museum Exhibition of the Year.

virtual tour of the exhibition Google Maps

The Baťa section maps the history of the Baťa company in the years 1894 - 1948 in Czech-English texts and rich visual material. The shoe museum is organically integrated here with six hundred exhibits from one of Europe's largest collections of exotic, historical, and Baťa footwear. The industrial history of the building is recalled by the original shoemaking production line, the so-called "circle" with dozens of shoemaking machines, some of which are still functional. The pre-Baťa era is recalled by the original cobbler's workshop from the end of the 19th century, while the era of the flourishing Baťa business is complemented by a stylized company store from the 1930s or a relaxation zone in the style of the Baťa Community House. Other company products are also remembered, literally from a nail to an airplane.

A separate part of the exhibition is dedicated to Zlín film, which was born thanks to the establishment of the Baťa Film Studios in 1936. Among the profiles of the most famous local creators, especially of children's film, are names such as Hermína Týrlová, Karel Zeman, and other generations of filmmakers who enabled the creation of a group of live-action films for children and youth in Zlín, and subsequently the still-existing children's film festival in Zlín.

The Silver Tatra 87 entices visitors to the exhibition into the travel section. Here, photographs, film clips, and various three-dimensional exhibits document both journeys of the legendary travelers, engineers Jiří Hanzelka and Miroslav Zikmund. Their story is supplemented by items from the collections.

The exhibition features a number of interactive elements for adults and children, and a pleasant diversion is a collection of period Baťa advertisements or a selection from H+Z reports. The museum education department offers educational programs for schools for individual sections.

• tip for you: an ideal complement to a visit to the exhibition is a guided tour of Building 21, the so-called skyscraper, which used to be the seat of Baťa administration and also houses the original office of Jan A. Baťa in the elevator.

OPENING HOURS | ADMISSION