Mind Games

Chess and perfume - two completely different worlds at first glance. But this unusual combination is precisely the concept behind Mind Games: founded in New York in 2022 by Alex and Mariana Shalbaf, the label transfers the strategy, precision and elegance of the game of chess to the art of haute perfumery. Each creation is inspired by a move on the imaginary playing field and tells its own story - of intuition, calculation and a fascination with the game between control and emotion. The first collection comprised ten fragrances - so-called "aromatic movements", which translate the tension between strategy and emotion into fragrance form. Later lines, such as the "Soulmate Collection", tell of the balance between opposites, of the dialog between rationality and emotion. The compositions were created in collaboration with master perfumers from the niche fragrance house Symrise, which stands for precise craftsmanship, high-quality raw materials and the sustainable use of natural resources. Mind Games quickly attracted attention in the USA. The collections are available in boutiques such as Neiman Marcus, Saks Fifth Avenue and Bloomingdale's and have been nominated several times for the Fragrance Foundation Awards. in 2024, the brand received the award for Best Luxury Packaging Design - recognizing the marriage of concept and aesthetics. With increasing international demand, Mind Games began to expand its presence beyond the US: Since 2024, the brand has also been represented in Europe and the Middle East, in collaboration with selected partners in the premium segment. The label also remains visually true to its idea: the fragrances are encased in heavy glass flacons in black, silver or white, with metallic caps perched above the glass like chess pieces.