Damien Hirst is known as one of a handful of international living artists whose work commands and achieves extraordinary prices. Hirst’s diamond encrusted skull, For the love of god, for example, sold for US$100 million in 2007. Parallel with his practice of producing ‘major’ works, Hirst established his own company, Other Criteria, which releases a diverse range of products related to his art, including deck chairs with butterfly patterns, editioned prints, wallpaper, jewellery and Hirst clothing. Other Criteria also produce and sell limited editions and multiples by other contemporary artists.

Hirst has also embedded his ‘brand’ in popular culture by designing the cover art and directing video clips for British rockers, The Hours. He has also worked with Keith Allen and Alex James as Fat Les, releasing the single ‘Vindaloo’, which went to number 2 on the UK singles charts in 1998. Other commercial ventures include the Hirst designed restaurant, Pharmacy — an extension of his earlier installation work of the same name — which opened in 1997. Although the restaurant was closed in 2003, Hirst went on to make over 11 million pounds when the individual items that comprised the restaurant, the Hirst-designed plates, glasses, chairs, tables, light fixtures, matches and more, were auctioned at Sotheby’s.