Madness sells.
By itself, the stereotypical notion of lunacy is often viewed with a certain abhorrence, even contempt. Yet combined with a bit of talent and a well-conceived marketing plan, nothing fascinates an already intrigued public more than speculation about an artist's mental health. Some argue that loony-bin candidate van Gogh's legendary antics (slicing off his ear, for starters) have kept the public's fascination more than the strength of his work.
Perhaps no artist in this century has so skillfully exploited this phenomenon to surround himself with an air of mystery as Salvador Dali (1904-89). A perusal of the Dali exhibition in Mitsukoshi Museum of Art, Shinjuku, confirms the late painter's artistic genius as well as his flair for self-promotion.