IFF opens immersive hub in Singapore to co-create with Asia’s consumers

As part of a broader innovation push in Asia, the new multi-sensory Immersive Experience Hub at IFF's Singapore Innovation Centre will allow customers to test products in lifelike environments.

International Flavors & Fragrances (IFF) has unveiled a new Immersive Experience Hub in Singapore, deepening its innovation capabilities in the region. Situated within its existing Innovation Center, the hub aims to bring ideas to life through real-time co-creation with customers to conceptualise, test, and refine product ideas. This, in turn, aims to enable quicker decision-making, shorter development cycles and stronger go-to-market outcomes.

This development follows IFF’s US$30mn investment in its Singapore site in 2022 and supports its vision of Singapore as a strategic base for innovation in Asia. As shared by Ramon Brentan, Site Leader of the IFF Singapore Innovation Center and Vice President, Regional General Manager for Greater Asia, Scent, the new hub is expected to redefine how customer collaboration is done.

“The immersive space transforms how we engage with customers and support our broader innovation strategy in a region expected to drive 60% of global economic growth by 2030,” Brentan shared.

Equipped with 360-degree video technology and multi-sensory tools, the space simulates real-world scenarios. According to IFF, the immersive approach enables virtual tours, contextual tastings, fragrance immersion and real-time co-creation. By simulating real-world environments, it helps align product design, reduces time to market and builds customer confidence through lifelike, emotionally engaging experiences.

The hub also complements IFF’s dairy and beverage pilot plant, its largest in Southeast Asia, creating a seamless ecosystem from insight to development and small-scale commercialisation. Together with its trend forecasting tools and consumer panels, IFF aims to help brands respond more quickly and precisely to Asia’s diverse landscape and demands.

“In Asia, consumer preferences are deeply diverse and shaped not just by trends, but by heritage, memory and emotion,” said Prakash MG, Senior Vice President of IFF Taste for Greater Asia.

He further added that the space enables IFF to co-create with customers more quickly and meaningfully, helping to bring ideas to life in ways that resonate emotionally and spark joy through food and beverages.

The Singapore Economic Development Board (EDB) welcomed the investment, citing the country’s strong R&D, digital readiness and global reputation as factors that support such innovation-led partnerships.

“We welcome partners like IFF to co-innovate with our ecosystem and accelerate the development of solutions for Asia’s fast-growing consumer market,” said Kelly Lai, Vice President and Head of Chemicals and Materials at EDB.

In line with Singapore’s 60th birthday celebrations, IFF also showcased a special SG60 collection, co-developed with its in-house flavourists and perfumers. Based on a survey of 1,000 Singaporeans, the food and beverage line-up featured nostalgic creations such as a fragrant Orchid Chrysanthemum Tea Slushie, a refreshing Coconut Milk Slushie with a hint of Kaya Toast, a Laksa Cupcake topped with Laksa Frosting as well as Popcorn Chicken served with a Hainanese Chicken Rice Flavoured Mayo Dip.

These were complemented by fragrances inspired by the iconic Singapore Sling cocktail, the delicate national Orchid flower and the architectural wonder of Jewel Changi Airport.

The new hub in Singapore joins IFF’s network of immersive spaces in Florida, Shanghai and New Jersey, reinforcing the city-state’s role as a regional innovation hub.

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Lead image / IFF Facebook