IFF unveils multi-sensory immersive experience hub in Singapore to accelerate product innovation in Asia 

SINGAPORE – IFF (International Flavors & Fragrances Inc.) has launched its new Immersive Experience Hub at the Singapore Innovation Center, enhancing co-creation and product development capabilities in Asia. 

The advanced facility offers a multi-sensory, interactive environment where IFF can collaborate closely with clients to conceptualize, test, and refine product ideas within simulated real-life settings. This approach is designed to accelerate product development, improve alignment, and boost market success. 

The Immersive Experience Hub features cutting-edge 360-degree video technology integrated with scent, taste, sound, and touch—enabling virtual tours, contextual tastings, fragrance immersion, and real-time co-creation.  

The initiative reflects IFF’s broader innovation strategy, with Asia expected to contribute 60% of global economic growth by 2030. 

Ramon Brentan, site leader of the IFF Singapore Innovation Center and vice president, regional general manager for Greater Asia, Scent, noted, “The immersive space transforms how we engage with customers and supports our broader innovation strategy in a region expected to drive 60 percent of global economic growth by 2030.” 

The facility complements IFF’s adjacent pilot plant—the largest for dairy and beverage applications in Southeast Asia. Together, these facilities create an integrated innovation ecosystem that connects consumer insights to concept creation, small-scale production, and commercialization. 

Prakash MG, senior vice president of IFF Taste for Greater Asia, emphasized the role of emotion and heritage in Asian consumer preferences.

“This space allows us to turn those rich insights into innovation—co-creating with our customers to bring ideas to life faster and in more meaningful ways that spark joy through food and beverages,” he said. 

As part of its launch activities, IFF introduced the SG60 collection—an exclusive series of locally inspired flavors and fragrances—based on a survey of 1,000 Singaporeans, celebrating the nation’s 60th birthday. 

In June, IFF relocated its Global Business Services (GBS) center in Hyderabad to a newly built, state-of-the-art facility.  

The 75,000-square-foot office, located in the city’s prime financial district, accommodates up to 600 employees and supports IFF’s global operations with modern infrastructure and collaborative workspaces. 

These investments underline IFF’s commitment to innovation and growth across Asia, reinforcing its position as a global leader in flavor, fragrance, and biosciences. 

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