The complex use of the Alps as a settlement area and a sports and leisure environment inevitably lead to the increasing construction of technical and architectural infrastructure to protect against so-called natural hazards. These inevitably have an impact on the landscape and, thus, also on the perception and image of it. The article is dedicated to this nevertheless often neglected part of the alpine infrastructure – the measures and large-scale shoring for the protection against avalanches. Not only the material safety infrastructure is of interest, but also the importance it has for the image and perception of the Alps. The focus is on where the measures for protection against danger not only help to shape the physical landscape but also become part of the cultural construction of the Alps. Three image areas were examined – that of the state institution for avalanche control (Forsttechnischer Dienst für Wildbach- und Lawinenverbauung – WLV), that of marketing, and that of the art system. They show how media intersections are now being found after decades of technical construction and visual communication of the Alps running counter to one another. Today, motifs and image strategies from the field of protection planning are entering the field of advertising images, just as developments and approaches from art and advertising are finding their way into images of security production. Finally, one can assume that advertising images in the Alpine region will appear in the future to feature more frequently elements of safety engineering – to complete the ideal image of the Alps with the construction, in which safety architecture is realized as a cultural resource.
