It makes sense that Charles Saatchi—the private-museum founder known for his career-making endorsements of artists—is following in the footsteps of franchises like the NFL and Disney. He is the latest client of Kraken Opus, the London-based publisher of vanity projects, which is bringing out a celebration of the collector’s exhibition savvy. The 84-pound, £2,250 ($4,000) Saatchi Opus, at left in its crate, which will be printed in an edition of 950, was unveiled at the long-delayed opening of Saatchi’s new space in London last month. One copy, to be signed by many of the 150 artists  he’s shown over two decades (the book includes Zhang Huan and Lucian Freud), will hit the auction block, site of the collector’s many profitable sales, next year. Circular self-promotion, Saatchi-style.

"Book Bravado" originally appeared in the November 2008 issue of Art+Auction. For a complete list of articles from this issue available on ARTINFO, see Art+Auction's November 2008 Table of Contents.