“I have been given the great honour of curating a new and exciting Salvador Dalí exhibition for the County Hall Gallery, the newest cultural centre in one of the most important and cosmopolitan cities in the world… London… known for its established culture and as a leader in developing new trends.”
Beniamino Levi, President of the Dalí Universe
These words, spoken by Beniamino Levi, President of the Dalí Universe, in the spring of 2000, marked the beginning of a new chapter for his group. It was during that year that the Dalí Universe brand was first used in conjunction with an exhibition dedicated to the Master of Surrealism, Salvador Dalí.
Following the opening of the permanent exhibition in France in 1991, called Dalí Paris and located in the heart of the Montmartre district in Paris, the Dalí Universe collection, which included sculptures, art glass, collages, gold objects, furniture, and rare graphics, was unveiled to the public for the first time in England, at the County Hall Gallery in London. This second exhibition in London, inaugurated nine years after the first permanent exhibition at Dalí Paris, was not just a showcase of Dalí’s work; it marked the beginning of the brand Dalí Universe for the exhibitions.
This year, we celebrate 25 years since the first use of the Dalí Universe brand, a name that has come to symbolise much more than just an art exhibition space. It represents a truly immersive “Dalí Experience” designed to plunge audiences into the depths of Dalí’s mind, offering not just an artistic exhibition but a profound emotional journey into the surreal world of the Master of Surrealism.
This groundbreaking initiative was more than just a museum—it was a living, breathing tribute to Dalí’s unparalleled creativity and genius.
The Dalí Universe was born out of Beniamino Levi’s passion for Dalí’s work, which led to the creation of an innovative brand in 1997. The brand was specifically crafted to convey the extraordinary creative universe of Dalí, one that went beyond the typical museum experience and offered something much more immersive.
The exhibition of the Dalí Universe in London, which officially opened its doors in 2000, was a monumental achievement in itself. Located in County Hall, a prestigious building on London’s South Bank, the space was far from a traditional gallery or museum. The exhibition was divided into three sections, each carefully curated to explore different facets of Dalí’s creative output. With over 500 sculptures, illustrations, watercolours, objets d’art, and iconic pieces like the Mae West sofa, the Dalí Universe showcased the vast range of Dalí’s imagination.
As the Dalí Universe exhibition in London grew in popularity, so did the Dalí Universe brand. A new logo was designed to represent the exhibition, and over the years, small adjustments were made to refine the brand’s identity.
In 2007, the word “The” was dropped from the logo, giving it a sleeker, more modern appearance. This version of the logo was used for nearly ten years until a final revision in 2011, when a new logo, with updated colours and form, was introduced. This updated logo continues to represent Dalí Universe today.
In 2010, the County Hall exhibition came to a close, but the legacy of Dalí Universe lived on. Since its inception, the Dalí Universe has continued to offer unique, immersive exhibitions of Dalí’s works in various locations around the world, attracting hundreds of thousands of visitors to major cities across the globe.
In these 25 years, the Dalí Universe brand has grown and is now recognised worldwide thanks to the countless art exhibitions held during these years that continue to introduce and celebrate the genius of Surrealism through Dalí’s art.
As we celebrate 25 years of the Dalí Universe brand, we reflect on the brand’s journey from its origins at County Hall in London to its global reach today. The Dalí Universe remains a testament to the creative brilliance of Salvador Dalí and to the vision of Beniamino Levi, who, through his commitment and passion, brought Dalí’s surreal world to life for generations of art lovers worldwide.
The Dalí Universe is not just a collection; it is an invitation to step inside the mind of one of the greatest surrealists of all time and to experience the world through his eyes. It is a journey that continues to inspire, challenge, and captivate audiences, a legacy that will undoubtedly endure for many more years to come.
“My journey with Dalí has been a lifelong adventure, and I am confident that it is a bond that will continue to captivate me for the rest of my life.” Twenty-five years have passed since Beniamino Levi, President of the Dalí Universe and curator of Dalí Universe exhibitions worldwide, made this declaration. In this way, he continues to honor and celebrate Dalí’s extraordinary artistic legacy, as well as the work done over these years to grow the Dalí Universe brand and carry on the mission of sharing Dalí’s genius with the world.