Flavor and fragrance company IFF officially opened its new Immersive Experience Hub, located within its Singapore Innovation Center. This multi-sensory facility will allow the company to work alongside customers to conceptualize, test and refine product ideas in simulated environments.
“The new space builds on IFF’s $30 million investment in Singapore in 2022, strengthening our position as a strategic innovation hub for Asia,” said site leader Ramon Brentan. “The immersive space transforms how we engage with customers and supports our broader innovation strategy in a region expected to drive 60% of global economic growth by 2030.”
According to the company’s press release, the Immersive Experience Hub will integrate video technology with scent, taste, sound and touch to simulate real-world environments. This will enable virtual tours, contextual tastings, fragrance immersion and real-time co-creation. The facility will also compliment IFF’s largest dairy and beverage pilot plant in Southeast Asia.
“IFF’s decision to set up its Immersive Experience Hub in Singapore reflects strong confidence in our innovation ecosystem for the flavors and fragrances industry,” said Kelly Lai, vice president and head of chemicals and materials at the Singapore Economic Development Board. “Singapore is a trusted global brand and business hub, supported by world-class talent, digital capabilities and robust R&D. We welcome partners like IFF to co-innovate with our ecosystem and accelerate the development of solutions for Asia’s fast-growing consumer market.”
In addition to the opening of the Immersive Experience Hub, IFF launched its SG60 collection of flavors and fragrances to celebrate Singapore's 60th birthday. This collection reflects a survey of 1,000 Singaporeans to discover their favorite local scents and flavors. The SG60 collection includes:
- Fragrant Orchid Chrysanthemum Tea Slushie
- Refreshing Coconut Milk Slushie with Kaya Toast
- Laksa Cupcake with Laksa Frosting
- Popcorn Chicken with Hainanese Chicken Rice-Flavored Mayo Dip
- Fragrance inspired by the Singapore Sling Cocktail
- Fragrance inspired by the national flower, Orchid
