IFF has launched its Immersive Experience Hub within the Singapore Innovation Centre, a state-of-the-art facility designed to enhance product development through multi-sensory simulations. This innovative hub allows customers to test and refine product concepts in environments that mimic real-world conditions, thereby improving consumer relevance and speeding up the development process.
The hub is part of IFF’s ongoing commitment to innovation in Asia, following a $30 million investment in Singapore and the opening of its Flexiblend facility in 2022. With Asia expected to contribute 60% of global economic growth by 2030, the hub aims to meet the region’s evolving market needs.
Ramon Brentan, site leader of the IFF Singapore Innovation Centre, stated, “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 launch coincided with Singapore’s 60th birthday, celebrated with the unveiling of the SG60 Collection. This range of scents and flavours, inspired by a survey of 1,000 Singaporeans, includes unique creations such as a Laksa Cupcake with Laksa Frosting and fragrances reminiscent of Jewel Changi Airport.
The Immersive Experience Hub is part of IFF’s global network of similar facilities, which includes locations in Florida, Shanghai, and New Jersey. This expansion underscores IFF’s confidence in Singapore’s robust innovation ecosystem, as highlighted by Kelly Lai from the Singapore Economic Development Board, who praised the country’s world-class talent and digital capabilities.
The new hub not only strengthens IFF’s position in Asia but also enhances its ability to co-create with customers, turning consumer insights into innovative products that resonate with the diverse tastes of the region.
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