Digital Ipswich Innovation Showcase opens this week at the Buttermarket

Why it matters: The showcase demonstrates how modern technology can create immersive customer experiences that could help high streets attract more visitors and increase engagement, supporting local businesses and the town centre economy.

The details: The showcase runs from Thursday, 13 March at 12.30pm until Saturday, 15 March at 4pm in the Buttermarket Shopping Centre.

Visitors can interact with three main exhibits:

• A "phygital" Pop-Up XR Experience merging physical retail with digital technologies (AR/VR)

• Zubr's innovative binoculars that let visitors see a digitally recreated Ipswich from the 1890s

• The Proto Hologram box, which uses AI and holographic technology to create immersive experiences

What they're saying: "Join us and be among the first to experience these revolutionary digital innovations in real life," said the organisers, who describe the showcase as "more than just an exhibition—it's a glimpse into how digital transformation shapes the high street's future."

The bigger picture: The event is part of Ipswich Thrive Business Week which started yesterday and runs until next Tuesday.

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The bottom line: The Digital Ipswich Innovation Showcase aims to demonstrate how blending storytelling, technology, and interactive experiences could help businesses and local economies thrive.