International Flavours and Fragrances Inc (IFF) has opened its new Scent Dubai Creative Centre, aiming to significantly enhance the future of fragrance design in the Middle East. Located within Dubai Science Park, this facility represents the latest expansion of IFF’s fragrance operations, positioning itself as a hub for innovation and creativity.

The centre is designed to be more than just a place for creating perfumes; it will provide educational programmes and allow visitors to engage in co-creating custom scents alongside top experts and master perfumers. Erik Fyrwald, the chief executive of IFF, emphasized the importance of this region, stating, “The Middle East is a key market for our global growth.” He noted that the company has been operating in Dubai for 15 years, making the expansion a natural choice in this high-growth market where IFF has established expertise.

With the Middle Eastern fragrance market expected to reach $7.6 billion by 2034, the timing for this expansion is crucial. However, Fyrwald mentioned that IFF’s motivation extends beyond market numbers, highlighting the importance of proximity to artistry and cultural connections. The new centre gives clients direct access to skilled perfumers, semi-industrial production capabilities, and a fully immersive perfumery art studio designed for collaborative creation.

The facility features several evaluation booths that cater to various scent categories, including fine fragrance, home care, fabric care, and beauty products, all equipped with advanced technology for olfactory testing and development. Additionally, the centre includes a perfumery academy to nurture the next generation of scent designers and incorporates traditional Arab architectural elements, like a majlis, which will serve as a storytelling space through scent.

Jean-Christophe Herault, one of IFF’s leading perfumers, remarked on the rich fragrance culture in the Middle East, saying, “Fragrances here are not just about personal scent, they are also used in rituals and celebrations.” He explained that being in Dubai allows IFF’s perfumers to connect with local culture, which leads to more culturally relevant scents. However, he acknowledged the challenge of blending creativity with sustainability, emphasizing the need for ongoing research into eco-friendly ingredients.

The Dubai creative centre is integrated with IFF’s global network, reflecting the brand’s Atelier du Parfumeur in Grasse and its Shanghai studio. This collaboration fosters a space where perfumery artists from around the world can share their skills with local talent. During the centre’s opening, many of IFF’s master perfumers were present and are expected to visit regularly.

Pascal Gaurin, a veteran IFF master perfumer known for creating scents like Giorgio Armani’s My Way, compared fragrance creation to songwriting. He shared, “I design fragrance pretty much the same way you build a song,” highlighting the importance of storytelling in scent design. Gaurin sees the new space as a canvas for sensory exploration, where brands seek his expertise, built over 30 years, to translate their narratives into fragrance.

Gaurin draws inspiration from daydreaming and new molecules developed at IFF and mentioned the company’s natural division in Grasse, which has introduced a collection of unique citruses to enhance their offerings. Despite the innovation, Gaurin reminded that true fragrance icons require time to develop, stating, “Time is the ultimate judge.”

Overall, IFF’s Scent Dubai Creative Centre presents a collaborative vision of perfumery as an art form. Fyrwald concluded, “Perfumery is in our DNA,” reflecting on IFF’s long history of innovation in the industry and its commitment to creating products that meet evolving consumer needs while being mindful of sustainability.