03:48 AM EDT, 07/10/2025 (MT Newswires) -- International Flavors & Fragrances ( IFF ) said Thursday it has opened its Immersive Experience Hub at its Singapore Innovation Center, a multi-sensory facility designed to help customers co-create and test products in simulated real-world environments.

The company said the hub blends 360-degree video with scent, taste, sound, and touch, enabling lifelike virtual tours, contextual tastings, and real-time collaboration.

It added that the facility is part of its broader strategy to meet fast-changing consumer preferences across a region projected to drive 60% of global economic growth by 2030.