If ARTINFO were a different kind of Web site, we might offer a regular feature — Hirst Alert! — in which we chronicle the publicity machinations of the man and myth that is England’s richest living artist. We’re not that sort of publication, and yet, the idea doesn’t seem half bad in late August, the slowest news weeks of the year…

Slow, that is, except when it comes to Damien Hirst, who’s almost as good at fanning the flames of fame as that other British-based multi-millionaire, Madonna. While the art world has mostly slowed to a halt in recent weeks, on the Hirst beat things are already warming up for what promises to be a firestorm of activity in the fall.

Last summer, Hirst kept in the news with his £50 million diamond-encrusted skull. Gaudy to look at, it proved ever gaudier to consider buying, which may be why he ultimately did so himself.

This year, the big story is “Beautiful Inside My Head Forever,” Hirst’s upcoming, unconventional sale at Sotheby’s London, which will include 223 works straight from the studio and is expected to bring in upwards of $129 million.

Sotheby’s announced the sale, scheduled for September 15–16, in June, but kept us waiting for details until six weeks later, revealing them at the end of July.

That same week, news surfaced that Hirst had been the victim of fake punk paraphernalia and had turned to former Sex Pistol Malcolm McLaren for assistance.

In mid-August the prolific artist was back with news about his actual art, announcing that he would discontinue his popular spin and butterfly series — his most “reasonably” priced works — and slow production of his formaldehyde works. A few weeks later, we learned why, when the Art Newspaper reported that Hirst’s London gallery, White Cube, was sitting on vast quantities of unsold inventory from each of these series.

Meanwhile, Sotheby’s continued its Hirst press offensive, announcing auction previews in the unlikely twin cities of New Delhi and Bridgehampton. (Check back Friday for a report from the latter).

And just today, two more Hirst nuggets:

First, the skull is back from the dead, beginning a supposed world tour at Amsterdam’s Rijksmuseum in November.

And second, Hirst is getting even closer to Sotheby’s than we’d thought, setting up shop right next door on New Bond Street (it’s his second planned, though the first, announced in February, has yet to open).

As Art+Auction blogger Sarah Douglas wonders: “What could be next for this entrepreneur? A line of hotels isn’t a bad idea, really. Hirst’s. Old world charm, with a whiff of formaldehyde…”