Next week, The Art Institute of Chicago closes what has proved their most popular special exhibition in 15 years – Van Gogh’s Bedrooms. It’s hook is the convergence of three Van Gogh paintings that have never before been exhibited in one place. A potentially obscure conceit – this is not Van Gogh’s sunflowers, or any major career retrospective – the Art Institute has managed to elevate three versions of the same painting into a not-to-be-missed cultural experience, garnering national publicity with their innovative marketing and owning the local outdoor ad space. And all of it has this marketing nerd totally geeking out.