'Signs of the Times' is a project from Scott Kelly and Ben Polkinghorne that takes inspiration from the way social media and the Internet offer suggestions based on content a user has previously engaged with and enjoyed. As the project's creators note, recommender algorithms have "become ubiquitous in the online world, determining what we look at, buy and like."
The project introduces real-world signs that say: "People who like this also liked..." alongside a list of similar real-world recommendations for destinations that may also offer similar enjoyment.
These Signs of the Times installed around New Zealand are stationed at beaches, among flowers and picturesque mountain viewpoints, offering a thought-provoking way to bring the online experience of content discovery to offline travel.
Social Media-Inspired Signage
'Signs of the Times' Introduces Internet-Like Suggestions Offline
Trend Themes
1. Offline Recommendations - The trend of offering offline recommendations inspired by social media algorithms presents opportunities for physical stores to better direct customers to related products and services.
2. Smart Signage - The growth of smart signage allows for more personalized and interactive experiences that adapt to user preferences.
3. Digital-to-physical Crossover - The concept of bringing digital algorithms to physical spaces enables seamless cross-referencing and opportunity for exploration across both worlds.
Industry Implications
1. Retail - Physical stores can embrace digital algorithms for recommendations to better direct customers to related products and services via interactive, smart signage.
2. Tourism - The use of social media-inspired offline recommendations can transform travel experiences and help travelers discover new, related destinations and experiences.
3. Marketing - The introduction of social media-inspired signage offers marketers opportunity to bring online experiences offline to engage customers on new levels and drive brand engagement.