- IFF (IFF, Financial) opens a state-of-the-art Immersive Experience Hub in Singapore to boost innovation and customer collaboration.
- This new hub integrates cutting-edge technology to enhance product development and market readiness.
- The launch includes the SG60 collection, celebrating Singapore's 60th birthday with local flavors and scents.
International Flavors & Fragrances Inc. (IFF), a leader in flavors, fragrances, food ingredients, and health and biosciences, has inaugurated its new Immersive Experience Hub within the Singapore Innovation Center. This advanced, multi-sensory facility is designed to foster collaboration with customers, allowing for the conceptualization, testing, and refinement of product ideas in simulated environments. The hub aims to streamline decision-making processes, reduce development timeframes, and increase market success rates.
The hub represents an extension of IFF's previous $30 million investment in Singapore, reinforcing its role as a strategic innovation hub in Asia—a region projected to drive 60% of global economic growth by 2030. Ramon Brentan, site leader and regional general manager for Greater Asia, Scent, underlined the transformative impact of the space on customer engagement and the company's broader innovation strategy.
The facility utilizes 360-degree video technology combined with scent, taste, sound, and touch to create lifelike, immersive experiences. It enhances product design alignment, expedites time-to-market, and strengthens customer confidence. The hub operates in conjunction with IFF's largest dairy and beverage pilot plant in Southeast Asia, facilitating a comprehensive ecosystem for consumer insights to commercialization.
To commemorate the launch, IFF unveiled the SG60 collection, a survey-inspired tribute to Singapore's 60th birthday. Featuring local favorites such as Fragrant Orchid Chrysanthemum Tea Slushie and Popcorn Chicken with Hainanese Chicken Rice Flavored Mayo Dip, the collection showcases IFF's innovation capabilities and dedication to cultural heritage.
The Singapore Immersive Experience Hub joins IFF's global network of immersive spaces, including locations in Florida, Shanghai, and New Jersey. This expansion reflects IFF's continuous commitment to innovation and market leadership within the flavors and fragrances industry.
