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Why it matters: High streets have been built on retail for the last 100 years, but they must adapt to the digital age by creating unique experiences that online retailers cannot replicate.

"To pretend that every town will have a high street is dangerous," said Lee Walker , CEO of Ipswich Central , at the Ipswich Thrive Business Week event held on Wednesday, 14 March.

"We have only one option, and that is to adapt and thrive. The alternative is not surviving at all."

The big picture: This set the scene for a really interesting and well-attended event at Arlingtons, where delegates discussed the future of Ipswich's high street and the role of technology in our town centre.

What they're saying: "What do we have that Amazon doesn't? A place to meet and socialise. That's key. We cannot replace human interaction with the internet," Walker told attendees. "There will always be a desire for people to come together."

Laura Harris from High Street Positives reinforced the view that we've heard from many local leaders recently, that negative media coverage directly impacts public perception and footfall. Only 17% of respondents in their research found that media coverage of their high street was positive – something this publication has been looking to change.

What's next: The event is supported by a three-day showcase at the former Boots store at the Buttermarket Centre this weekend, which aims to demonstrate how embracing digital transformation can revitalise town centres through innovative technologies.

Among the most striking innovations are AR binoculars developed by Zubr, an immersive technology specialist with 10 years of experience and 500 projects completed. They are behind a new initiative to install several AR binoculars at key heritage locations in town that let people peer into Ipswich's history.

Other technologies highlighted at the showcase include:

• POP.xr: A "phygital" retail experience by Urban Tech Creative that merges physical and digital environments through augmented reality and virtual reality.

• Proto Luma: A holographic technology that connects past and present through educational and entertainment experiences.

• Cluso: A voice-based survey tool that could help local authorities better understand what residents actually want from their town centres.

The bottom line: "We only have one option," Walker emphasised. "For our town centre to thrive, we must first ensure people feel safe, then focus on creating fun, unique experiences built around local culture."

He concluded that appropriate digital technologies would be essential in this transformation: "That's how we can all thrive."