Tom Biddulph - Creative Copywriter 
Info  

Never Finished



For years I’ve looked at these reflective yellow road signs, that the city of Amsterdam uses to divert people around the ever-present roadworks, hoping that they would one day spell something out. That never really happened, so I did it myself. For the 2024 edition of the Amsterdam Light Festival I repurposed the signs to spell out a message: an observation that the city seems to be constantly ripping up the streets, but also a reflection on the fact that even as it celebrates its 750th anniversary, it’s still changing, developing and adapting to the world. Although it’s annoying to be re-routed (sometimes multiple times in one journey), it’s ultimately a good thing.