Saturday, 19 December 2020

hallmark holiday

From the always engaging circulation desk of Open Culture, we are reminded of the commission that Salvador Dalรญ had from a greeting card magnate in 1960 to create a series of Christmas cards. Though the industry’s reputation is for the anodyne, it had been making forays into the avant garde since the 1940s, introducing contemporary artists to mass-markets by showcasing Pablo Picasso and Georgia O’Keeffe and other contemporaries. Dalรญ’s interpretation of the Magi, Nativity and other holiday iconography (see also here and here), however, proved too controversial for the general public, with ultimately only two cards out of the ten the surrealist artist was contracted for being printed.