Thursday, April 30, 2009
The power, the glory and the boredom
I was really delighted to see this quotation from T.S. Eliot's The Love Song of J Alfred Prufrock painted onto the wall of Whittard of Chelsea in the Westfield. This radical re-reading of Eliot's elegy to a wasted life has been long overdue.
Nice to know that this image, often misinterpreted as one of the bleakest in the canon, was just his way of saying that, over the course of his life, he'd drunk a lot of coffee.
What a relief!
It's fantastic also, to see this quotation ascribed to T.S Eliot rather than the narrator of his poem, as though it was something that he'd said in an interview in Take a Break. I've always been a guilty historicist myself and but so naturally I'd hoped that Roland Barthes would be an anaethema to a brand like Whittard of Chelsea too.
Well done Whittard of Chelsea, for bringing High Modernism to the masses.
Posted by william at 9:24 am