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The product

At the heart of IFF’s Citrus Innovation Center lies a custom-built integrated immersive 360-degree cylinder, used for bringing customers closer to IFF’s vision and prototypes. The experience is designed to be an interactive collaborative space with audio, visual, and aromatic effects to drive creativity.

Structurally reminiscent of a planetarium, the dome-shaped space is comprised of six projectors and a curved canvas to provide a fully enveloping visual and audio environment that supports IFF’s mission of sensorial storytelling.

The room is controlled via a tablet for a full immersive experience or a laptop when the space is used for meetings. It allows for the initiation of full experiences or individual control of images, sounds, and scents.

Scent sticks are used for presentations due to the time it takes to clear scents from the air. This approach is more practical than using scent machines, which showcase multiple scents at once.

Guests enter through a dramatic vestibule that sets the scene with interactive displays and global citrus heritage. From there, they transition into the observatory where 360° visual content, scent diffusers, audio, and even bespoke beverages work in harmony to create a full-body citrus journey.

The room also features a seating area with moveable tables, so guests can relax and enjoy the experience with beverages provided by the team in relation to the experience.

  • IFF Cylinder
  • IFF Cylinder 2
  • IFF Cylinder 3

The result

IFF’s immersive observatory has already redefined how the company presents its work to customers and partners. The space not only demonstrates citrus flavourings and scents, but embodies them as it envelopes the user.

From the moment guests enter, there’s a sense of anticipation and emotion. The space delivers a consistent wow-factor and allows IFF to immerse clients in the flavour journey, enhancing understanding, emotional connection, and brand recall. 

One standout example is the Neo Joy experience, a multisensory activation where visitors are invited to taste, smell, and see what joy feels like. Developed in collaboration between IFF’s flavourists and perfumers, the experience features custom beverages, aromatic fog, and rich immersive visuals, all designed to leave a lasting emotional impression. 

As well as consumer experiences, IFF also uses the space for customer training, explorations into the manufacturing process, product analysis, meetings and more.   

This sensorial storytelling approach is fast becoming a benchmark for customer engagement in the industry. 

 

  

 

 

“The Igloo experience really takes our beverages and tastes to a new level... we can submerge customers in a completely different experience.”

Wiktoria Pogorzelska

Flavor Assistant at IFF 

Going forward

IFF sees the immersive observatory as a model for global implementation. There’s strong interest in expanding the concept across other business lines, like vanilla, mint, or floral, and to other innovation centers worldwide.

As the company continues to push the boundaries of flavor and fragrance, the immersive space offers a powerful platform for experimentation, innovation, and next-generation storytelling.

Testimonials

“The immersive experience is probably the name of the game for the future.”

“When people walk in, there’s always that wow factor. They step into the room and it really hits them.”

“The goal was to allow you to experience joy - not just visualize it, but taste it and smell it.”