Based in and around the town of Newmarket in Suffolk, it provides a place to showcase the combined effect of existing and future innovation, to show in microcosm what a 21st-century water company could look like.
Concentrating innovation across the entire manmade water cycle in one place unlocks interactions between new technologies and different ways of working, allowing them to become more than the sum of their parts.
Anglian Water is currently working with more than 100 organisations across 95 projects designed to solve the most challenging questions facing the industry. Successful projects are then rolled out across the business.
The sheer number of partners engaged and the number of projects running simultaneously also makes the Shop Window a testbed for entrepreneurs to showcase and develop their ideas, which in turn aids economic growth and employment in the area.