Bringing Victorian Ipswich to life with AR and VR
Ipswich digital binoculars trail
Zubr partnered with Ipswich Borough Council to develop a digital trail that reimagines the town as it was in the 1890s, as part of a wider digital transformation initiative within Ipswich. Funded by the Towns Fund, the project is designed to boost footfall in the town centre, support local businesses, and bring Ipswich’s rich history to life in a compelling and accessible way.
Like many historic centres, Ipswich faces the challenge of engaging a modern audience whilst driving economic regeneration. Moving beyond static signage and museum-based experiences, the Council sought an innovative, town-wide installation using augmented and virtual reality.
The digital trail launched in the beginning of August 2025, just in time for the school holidays, offering both locals and tourists a powerful new way to experience Ipswich.
Partners
We partnered with Ipswich Borough Council, who are leading the Digital Ipswich initiative to showcase the town’s heritage through innovative storytelling and marketing.
This project was made possible by the Towns Fund, a government initiative focused on long-term economic growth and regeneration in towns across the UK.
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."
Councillor Neil MacDonald, Leader of Ipswich Borough Council
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."
Councillor Neil MacDonald, Leader of Ipswich Borough Council
Trail around town to six immersive locations
Zubr designed a unique digital trail powered by our custom-built AR/VR binoculars, installed at six historic locations – including Custom House, James Hehir, and St. Pete’s Wharf along the waterfront, as well as the Cornhill, Christchurch Park and the Buttermarket. These binoculars invite visitors to peer into Ipswich’s Victorian past through immersive augmented and virtual reality.
Five of the installations offer highly detailed 180° VR views, depicting the town as it appeared in the 1890s, whilst the Christchurch Park binoculars offer an AR experience blending today’s landscape with digital overlays of Victorian statues and parkgoers. Built to be intuitive, weatherproof, and wheelchair accessible, the binoculars offer meaningful, light-touch encounters for users of all ages – no app downloads or signups required.
Each site has been digitally reconstructed using precise 3D modelling, immersive visuals, and atmospheric audio to authentically recreate the ambience of the late 19th century Ipswich. These scenes are enriched by lifelike character animations and three dynamic lighting variations, to represent morning, evening, and overcast skies. Randomised animations enhance the realism, reinforcing the idea that the binoculars are a portal into the past, not just a looping video.
Wielding AI tools with intention
To achieve this level of historical detail, our team undertook extensive research into Victorian-era Ipswich, referencing 19th century photography and archival materials, provided by the project’s research team. From shop signage and architecture to clothing and street details, each element was meticulously modelled to ensure authenticity.
We also strategically employed AI tools – such as Rodin – to help generate detailed 3D meshes for statues and ornate architectural features based on historical photographs. This AI-assisted modelling enhanced our team’s efficiency without compromising the artistry of our in-house 3D team, who created all custom characters, animations, lighting states, and environmental effects from scratch.
We are experts in the immersive
Zubr participated in Ipswich Thrive Business Week, making an appearance at the Digital Ipswich Innovation Showcase from 13th to 15th March. Attendees had the chance to preview our binoculars prior to their installation. Looking through the lenses revealed a sneak peak of Victorian Ipswich, as Zubr Director Jack and Senior 3D Artist Selwyn were on hand to answer any questions and discuss the technology behind the experience.
During the event, Jack also gave a brief interview on BBC Radio Suffolk, before delivering a talk highlighting Zubr’s expertise in AR and VR to the showcase attendees. Jack’s talk took a special focus on the development and potential of our immersive binoculars, building anticipation for their installation this Summer.
Whilst in Ipswich, the team conducted detailed onsite calibration, to ensure the binoculars would align perfectly with the physical environment. This careful preparation guaranteed a seamless blend of digital overlays with the real-world landscape, delivering an awe-inspiring experience rooted in Ipswich’s landscape. The final result is a captivating journey through Ipswich’s heritage, impressively merging historical research with modern technology.
