IFF unlocks virtual taste and scent worlds with new Immersive Hub in Singapore

IFF is taking a high-tech leap in how flavors and fragrances come to life, opening a new Immersive Experience Hub at its Singapore Innovation Center to transform the way it collaborates with customers across Asia. The new multi-sensory facility uses advanced technology to simulate real-world environments, helping brands design and refine food, beverage, and fragrance products more quickly and precisely.

“The new space builds on IFF’s SG$30 million investment in Singapore in 2022, strengthening our position as a strategic innovation hub for Asia,” said Ramon Brentan, site leader of the IFF Singapore Innovation Center and Vice President, Regional General Manager for Greater Asia, Scent. “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.”

The Immersive Experience Hub blends 360-degree video projection with sensory cues including taste, smell, sound and touch, allowing IFF and its clients to test ideas in settings that feel remarkably true to life. Whether crafting the perfect scent for a spa-inspired environment or evaluating a new beverage flavor in a simulated street market, the hub aims to spark innovation by connecting products to authentic contexts and consumer emotions.

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

Kelly Lai, Vice President & Head of Chemicals and Materials at the Singapore Economic Development Board, described the new hub as a vote of confidence in the city-state’s standing as a global innovation center. “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,” Lai said. “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.”

The launch marks another milestone in IFF’s effort to embed technology deeper into the creative process. Traditionally, product development in food, beverages and fragrances relies heavily on lab work, consumer testing and market trials, which can be costly and time-consuming. The immersive approach aims to streamline that process by letting customers experience new products virtually before moving into large-scale testing or production.

For instance, food companies can conduct virtual tastings where flavors are sampled in a digital recreation of a local café or bustling food street, helping determine whether a product resonates with consumers’ sensory expectations. Fragrance brands can explore how a scent might feel in different emotional or environmental settings, such as a rainforest spa or an urban retail store. The goal is to make development more intuitive and emotionally connected, reducing risk and getting successful products to market faster.

The hub sits within the same building as IFF’s largest dairy and beverage pilot plant in Southeast Asia, allowing a seamless transition from digital concept development to small-scale production runs. The facility also taps into IFF’s proprietary trend forecasting tools and consumer panels, enabling clients to test and adapt ideas with a data-driven edge.

Brentan said the immersive facility was designed not only to showcase technology but to foster closer partnerships with brands. “This is about co-creation,” he said. “The technology enables us to help our customers visualize and experience products as their own consumers would, ensuring alignment much earlier in the process. That ultimately helps deliver products that are both innovative and commercially successful.”

IFF’s move comes as demand surges across Asia for products tailored to local tastes and cultural nuances. Companies in the region are increasingly seeking solutions that marry technical expertise with a deep understanding of consumer behavior. By integrating cutting-edge sensory experiences with insights and manufacturing capabilities under one roof, IFF is aiming to help brands meet that demand more effectively.

As Brentan put it, the company’s ambition is clear: “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.”