Ipswich Borough Council’s Planning & Development Committee has approved an application for six custom-built digital binocular units to be installed at key heritage locations throughout the town centre, the Waterfront and Christchurch Park.
Ipswich will be the first town in the UK to launch this technology freely to the public in a street-based setting, combining Victorian nostalgia with state-of-the-art innovation.
Part of the £2.3 million Digital Ipswich programme, funded by the Government’s Towns Fund, will pay for these immersive, hands-on installations to enable residents and visitors to get a glimpse into the town’s late Victorian past through animated Augmented Reality (AR) and Virtual Reality (VR) scenes, supported by AI. The unique ‘Time Travel Series’ represents a strong collaboration between Zubr, the technology company behind the binoculars, and local heritage groups to ensure that every scene is both historically accurate and visually engaging.
Approval was given for proposals to install the digital binoculars at locations including Christchurch Park, Cornhill, Custom House, the Buttermarket, and Ipswich Waterfront. Each unit is fully weatherproof, operational 24/7, and has two eyepieces - one at adult height and one for children or wheelchair users, ensuring accessibility and inclusivity for all.
Together, these new attractions will link the park, town centre, and waterfront, encouraging footfall in those locations and fostering a new kind of visitor experience.
Yet, unlike other digital innovations such as AR trails, these binoculars require no app, no smartphone, and no digital know-how. Visitors of all ages and abilities simply look through the eyepiece to enjoy a fully accessible, entertaining and different view of Ipswich. Initially, users will be able to see and explore how Ipswich at these locations appeared in the 1890s with future releases of additional content planned to follow.
Councillor Neil MacDonald, Leader of Ipswich Borough Council, said:
“This is placemaking at its most imaginative. It’s a landmark project that’s set to establish Ipswich as a leader in the realm of digital innovation, heritage and engagement.
“Whether you’re nine or ninety, tech-savvy or not, this experience is for you. We’re proud that Ipswich will be the first town in the country to freely offer this inclusive, dynamic attraction - and it’s just the beginning of our commitment to innovation that benefits everyone.”
The technology and hardware behind the binoculars are the brainchild of UK-based immersive technology studio Zubr, which has developed the concept to seamlessly merge digital storytelling with robust, real-world infrastructure.
Jack Norris, Director of Zubr, said:
“We wanted to create something magical, meaningful and easy to use - technology that ‘disappears’ so people can just enjoy the experience. Ipswich’s bold vision and appetite for innovation made it the perfect partner to bring this first-of-its-kind experience to the public realm.”
This first instalment in the Time Travel Series will launch this Summer 2025.
For more information about the Digital Ipswich programme and to follow the progress of the binocular installations, visit: www.ipswich.gov.uk/DigitalIpswich
Picture courtesy of Zubr: An impression of a view into the 1890s given through digital binoculars at Ipswich Waterfront.