'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
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Couple-Focused Rainforest Retreats
Luxurious Portable Homes
Ruinous Outdoor Ad Campaigns
Airplane Trolley Minibars