IFF unveiled its new Immersive Experience Hub within its Singapore Innovation Center, a multi-sensory facility designed to accelerate innovation and deepen customer collaboration in Greater Asia. This expansion builds on IFF’s $30 million investment in Singapore in 2022.
The immersive space integrates 360-degree video technology with scent, taste, sound, and touch to simulate real-world environments. This enables virtual tours, contextual tastings, fragrance immersion, and real-time co-creation, enhancing decision-making and shortening development timelines.
The new facility complements IFF’s largest dairy and beverage pilot plant in Southeast Asia, located in the same building, creating a fully integrated ecosystem. This hub allows IFF to translate consumer insights into innovation more quickly and meaningfully, responding to Asia’s diverse landscape and evolving consumer demands.
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