Unlock Norwich

The challenge

A good app can transform the visitor experience. With everything you need to know about a destination in the palm of your hand, you can plan and enjoy a trip and your activities effortlessly. But with the rise in popularity of AR trails and mobile-based entertainment to enhance destinations, many pre-existing visitor apps are being left behind. In order to offer dynamic entertainment, such as virtual treasure hunts or augmented reality enhancements that bring static exhibits to life, destinations are having to rely on separate apps, breaking the ease and flow of the user experience. 

So we set out to solve that challenge – creating an all-in-one visitor app for destinations, attractions, and organisations that combines essential visit planning functionality with cutting-edge, immersive technology and entertainment options. 

But, in doing so, we knew we wanted to create more than a platform; we wanted to create a fully-formed experience that serves as a tool for giving back to our local community – and thus Unlock Norwich was born.

The process

Unlock Norwich aims to reimagine how visitors and locals interact with Norwich’s rich history and landmarks, making the city’s stories more accessible and engaging for everyone. 

To bring this vision to life, we leveraged our extensive experience developing immersive mobile apps for a range of clients to design and develop a whole new app platform through which we could create Unlock Norwich. We built this as a modular platform, allowing flexibility and customisation to meet user needs and enabling us to offer an array of features that combine practical trip-planning with innovative storytelling.

The app design process focused on user-friendly navigation and accessibility, ensuring inclusivity for all. We included a range of key features to help visitors find their way around Norwich, from details of handy facilities such as parking, transport links and WCs, to a selection of independent places to eat and drink, to green spaces and parks. 

And as Norwich is our home city, we headed out to explore the well-known and lesser-known spots and stories, leveraging our own knowledge and interest in Norwich’s fascinating past to choose a series of stories to form the very first ‘Unlock Norwich’ AR trail, from the collapsing chalk mines to medieval ruins and the city’s canaries. We integrated AR technology to deliver these narratives in a compelling and interactive way, overlaid onto the cityscape via smartphone or tablet cameras.

The app’s AR trail uses GPS to alert users to nearby points of interest. By following the customised trail map, users can unlock a series of interactive experiences, including 3D animations and written stories that offer more information. The platform’s flexibility allows for regular updates, enabling seasonal content and expansion as new features and stories are developed – and we celebrated the December launch with bonus Christmas content that tapped into three iconic Norwich landmarks.

The Outcome

Unlock Norwich launched in December 2024 on the App Store and Google Play as a free visitor companion for the city, offering a fresh perspective on Norwich’s heritage. The app’s AR trail brings stories from the past vividly to life, enhancing exploration with digital overlays that enrich real-world experiences. From families on a day out to history enthusiasts exploring from home, the app caters to diverse audiences, providing accessibility and inclusivity at its core.

Plus, as the app grows, we will continue to evolve it with new points of interest, seasonal AR updates, and practical local information about events, businesses, and dining options to create a real sense of community. We can’t wait to see how it develops.