MIND GAMES UNVEILS EXCLUSIVE IN-STORE LUXURY EXPERIENCE WITH NEIMAN MARCUS
Mind Games, the avant-garde luxury fragrance house, has expanded its partnership with Saks Global luxury retailer Neiman Marcus through an immersive visual installation in the luxury retailer’s NorthPark store that will include experiential customer programming.
Mind Games first debuted exclusively at Neiman Marcus in 2022. The new multi-sensory installation at the Neiman Marcus NorthPark store further brings the precision of chess to life alongside the artistry of perfumery. The result is an immersive experience that reflects the brand’s commitment to innovation.
“Our partnership with Neiman Marcus has redefined how luxury fragrance is discovered,” says Alex Shalbaf, Founder of Mind Games and CEO of The Fragrance Group. “This activation invites guests to engage with scent in a completely new way—where strategy, storytelling and sensory immersion converge.”
“We are excited for our customers to deepen their experiences in the world of Mind Games,” says Tatiana Birkelund, VP, GBM, Beauty, Jewelry & Home, Neiman Marcus. “Mind Games continues to push the boundaries of scent artistry. We’re bringing our customers expertly crafted fragrances through an immersive experience that captures the essence of the brand’s visionary approach to perfumery.”
Open now through May 5 customers can explore the raw materials behind Mind Games’ most scents. By experiencing the materials in their purest form—smelling each note individually before encountering the full composition—fragrance enthusiasts are able to embark on a truly transformative journey.
As part of this experience, Mind Games will also spotlight its Perfumer Extraordinaire collection. This collection offers a rare, behind-the-scenes look into fragrance creation, with each bottle accompanied by two lab samples of the raw ingredients featured in the composition.
- Mentor – A rich, sophisticated scent blending salted caramel, Italian lemon, and dark plum with coffee, crème de cassis, and sandalwood.
- Prodigy – A refined, modern fragrance featuring bergamot, cinnamon, and rose milk layered over creamy caffè latte, patchouli, and blonde woods.
“At Mind Games, every detail—from our sculptural bottles to the intricate compositions of our fragrances—is designed to spark emotion and inspire greatness,” says Marianna Shalbaf, Creative Director of Mind Games. “The Neiman Marcus NorthPark experience will open the complex world of perfumery to our guests and allow them to step inside the artistry of our brand, immersing themselves in the world of strategy, creativity, and scent.”
Later this year, the fragrance house will also release two new fragrances, Kingside and Queenside, exclusively at Neiman Marcus. This release reinforces the brand’s dedication to innovation, craftsmanship, and the fusion of strategy and scent.
