When Alain de Botton became the writer-in-residence at Heathrow airport this week, he claimed to be producing "a new kind of literature" to engage with the modern world. BAA, which owns Heathrow, has paid the novelist and philosopher £30,000 ($50,000, €34,800) for his seven-day residency at Terminal Five and to write a 20,000-word book. The "literary flow chart" of life among the baggage handlers and sniffer dogs will be published next month.
This is not the first time a company has appointed a literary figure and sought publicity for its cultural largesse. In 2003, Australian novelist Kathy Lette spent three months as writer-in- residence at the £1,200-a-night Savoy hotel in London. Marks and Spencer, Tottenham Hotspur football club, London Zoo and Toni & Guy hairdressers have all taken in authors to produce great works - or just great publicity.
There's nothing wrong with patronage, of course - its history is as long as the history of art itself. Titian got his big break in 1511, paid to paint three frescoes in Padua. Michelangelo actually lived with Lorenzo de' Medici, his benefactor.
In literature, arguably the earliest writer in residence was Britain's poet laureate: in 1668, Charles II appointed John Dryden to spin his verse for the Restoration years. In The Bulgari Connection in 2001, Fay Weldon became the first known novelist to accept payment to mention a company - the Italian jeweller features more than a dozen times.
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