Even Salvador Dali, the iconic prominent Spanish surrealist artist famous for striking and bizarre pieces of work, had a soft spot for the festive period.
Dali’s artists talent and craftsmanship knew now bounds. Whether it be
Painting, drawing, photography, sculpture, writing, film or even, at times, jewelry. It may come as a surprise, hoewever, to learn that the highly imaginative, extrovert and eccentric artists found significant commercial success with his own range of Christmas cards.
Dali took to the task of designing a series of nineteen Christmas cards between 1958 and 1976 for the Barcelona-based company Hoechst Iberica, a project that wanted to put a surrealist spin on a longstanding tradition.
Such was the unprecedented success, leading American card company Hallmark attempted to get a slice of the pie and paid Dali $15,000 (around $120,000 today) in 1960, in order to push his style to a worldwide audience. However, according to Rebecca M. Bender, Assistant Professor of Spanish Language and Literature, the series flopped in the States as a “surrealist take on Christmas proved a bit too avant-garde for the average greeting card buyer.”