This Is The Sign You Have Been Waiting For is an installation of 7 brown tourist signs commissioned by Norwich and Norfolk Festival 2022, for Norwich city centre.

The signs couple recognisable symbols which blend in with everyday tourism signage, with playful twists of language which insert what feel like private messages between people into the official civic landscape. Inspired by NNF’s 250-year relationship with the city, these signs seem to speak about new and long-standing relationships, the way places hold memories, and the human drive to connect over time and space. You might walk by one of these signs and not notice it at all, or you might double-take, look more closely, and then begin to wonder what else around you could be more than it seems, or be open to various different interpretations.

This Is The sign You Have Been Waiting For is about light touch intervention on the daily lives and surroundings of the city it’s sited in. It asks for nothing, but has something to say if you’re looking.

This Is The Sign You Have Been Waiting For was part of Creative Individuals Norfolk #2: Posters Pamphlets and Other Paraphernalia, which was made possible thanks to public funding from the National Lottery through Arts Council England.