Waitrose in Swaffham appeared in some general supermarket scenes in Kingdom. It is next door to the EcoTech centre, an environmentally friendly visitor attraction specialising in sustainability and environmental issues. There is a climbable wind turbine, cafe and gardens, a conference centre, cinema and a schools educational programme. Swaffham is a charming historic market town with a triangular shaped market place, handsome Georgian buildings such as the Assembly Rooms and an 18th-century buttercross. The 15th-century church, one of the finest in the region, has a double hammerbeam angel roof and memorial to the famous Pedlar of Swaffham.