{"id":868170,"date":"2025-07-10T00:03:04","date_gmt":"2025-07-10T04:03:04","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/iff-expands-innovation-center-in-singapore-with-new-immersive-experience-hub\/"},"modified":"2025-07-10T00:03:04","modified_gmt":"2025-07-10T04:03:04","slug":"iff-expands-innovation-center-in-singapore-with-new-immersive-experience-hub","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/iff-expands-innovation-center-in-singapore-with-new-immersive-experience-hub\/","title":{"rendered":"IFF Expands Innovation Center in Singapore with New Immersive Experience Hub"},"content":{"rendered":"

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IFF Expands Innovation Center in Singapore with New Immersive Experience Hub<\/b><\/p>\n

Immersive Hub to accelerate innovation, deepen customer collaboration and strengthen digital capabilities in Greater Asia<\/i><\/p>\n

SINGAPORE–(BUSINESS WIRE<\/a>)–IFF<\/a> (NYSE: IFF)\u2014a global leader in flavors, fragrances, food ingredients, health and biosciences\u2014today unveiled its new Immersive Experience Hub located within its Singapore Innovation Center<\/a>. The multi-sensory facility enables IFF to work alongside customers to conceptualize, test, and refine product ideas in simulated real-world environments\u2014enhancing decision-making, shortening development timelines and improving go-to-market success.<\/p>\n

This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20250709079831\/en\/<\/a><\/p>\n

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\n\u201cThe new space builds on IFF\u2019s $30 million investment in Singapore in 2022<\/a>, strengthening our position as a strategic innovation hub for Asia,\u201d said Ramon Brentan, site leader of the IFF Singapore Innovation Center and vice president, regional general manager for Greater Asia, Scent. \u201cThe immersive space transforms how we engage with customers and supports our broader innovation<\/a> strategy in a region expected to drive 60 percent of global economic growth by 2030\u00b9.\u201d<\/p>\n

\n\u201cIFF\u2019s decision to set up its Immersive Experience Hub in Singapore reflects strong confidence in our innovation ecosystem for the flavors<\/a> and fragrances industry,\u201d said Kelly Lai, vice president and head of chemicals and materials at the Singapore Economic Development Board. \u201cSingapore 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\u2019s fast-growing consumer market.\u201d<\/p>\n

From Insights to Innovation<\/b><\/p>\n

\nIFF\u2019s Immersive Experience Hub integrates 360-degree video technology with scent, taste, sound and touch to simulate real-world environments. It enables virtual tours, contextual tastings, fragrance immersion and real-time co-creation\u2014accelerating product design alignment, reducing time to market and boosting customer confidence through lifelike, emotionally engaging experiences.<\/p>\n

\nThe new facility complements IFF\u2019s largest dairy<\/a> and beverage pilot plant in Southeast Asia, located in the same building\u2014creating a fully integrated ecosystem that connects consumer insights to concept development, application and small-scale commercialization. Combined with IFF\u2019s proprietary trend foresight tools<\/a> and consumer panels, the experience empowers customers to respond more quickly to Asia\u2019s diverse landscape and evolving consumer demands with greater precision and creativity.<\/p>\n

\n\u201cIn Asia, consumer preferences are deeply diverse and shaped not just by trends, but by heritage, memory and emotion,\u201d said Prakash MG, senior vice president of IFF Taste for Greater Asia. \u201cThis space allows us to turn those rich insights into innovation<\/a>\u2014co-creating with our customers to bring ideas to life faster and in more meaningful ways that spark joy through food and beverages.\u201d<\/p>\n

Celebrating SG60 with Singapore\u2019s Favorite Flavors and Scents<\/b><\/p>\n

\nTo commemorate the launch and celebrate Singapore\u2019s 60th birthday, IFF surveyed 1,000 Singaporeans to uncover their favorite local scent, food and beverages. Inspired by the findings, IFF flavorists and perfumers developed the SG60 collection, which was showcased at the launch of the Immersive Experience Hub\u2014a celebration of Singapore\u2019s rich heritage.<\/p>\n

\nThe food and beverage collection includes<\/p>\n