IFF Unveils Immersive Experience Hub in Singapore to Accelerate Customer Collaboration, Product Innovation

International Flavors & Fragrances Inc. (NYSE:IFF) is one of the best basic materials stocks to invest in. On July 10, International Flavors & Fragrances (or IFF) officially unveiled its new Immersive Experience Hub within its Singapore Innovation Center. This multi-sensory facility is designed to enhance customer collaboration by allowing IFF to conceptualize, test, and refine product ideas in simulated real-world environments.

The Immersive Experience Hub integrates 360-degree video technology with scent, taste, sound, and touch to create realistic simulations. This enables virtual tours, contextual tastings, fragrance immersion, and real-time co-creation. 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 from consumer insights to concept development, application, and small-scale commercialization.

To celebrate the launch and Singapore’s upcoming 60th birthday/SG60, IFF surveyed 1,000 Singaporeans to identify their favorite local scents, foods, and beverages. Inspired by these findings, IFF flavorists and perfumers developed the SG60 collection, which was showcased at the Immersive Experience Hub launch.

International Flavors & Fragrances Inc. (NYSE:IFF) manufactures and markets food, beverage, health and biosciences, scent, pharma solutions, and complementary adjacent products in the US, Europe, Hyderabad in India, and internationally.

While we acknowledge the potential of IFF as an investment, we believe certain AI stocks offer greater upside potential and carry less downside risk. If you’re looking for an extremely undervalued AI stock that also stands to benefit significantly from Trump-era tariffs and the onshoring trend, see our free report on the best short-term AI stock.

READ NEXT: 30 Stocks That Should Double in 3 Years and 11 Hidden AI Stocks to Buy Right Now.

Disclosure: None. This article is originally published at Insider Monkey.