MIND GAMES Unveils Exclusive In-Store Luxury Experience with Neiman Marcus

Introducing Multi-Sensory Installation in the Next Evolution of Olfactory Artistry

NEW YORK, April 8, 2025 /PRNewswire/ -- MIND GAMES, the avant-garde luxury fragrance house, expands 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.

Since its exclusive debut at Neiman Marcus in 2022, MIND GAMES has continued to push the boundaries of luxury perfumery. The 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, the Neiman Marcus NorthPark installation revolutionizes fragrance discovery, offering a unique multisensory exploration in which customers can explore the raw materials behind MIND GAMES' most beloved 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.

To celebrate the partnership, customers and friends of the two brands will soon gather in the installation space at an exclusive event to explore the brand's latest creations. The celebrations will continue with additional events, expert-led fragrance masterclasses and curated moments to further deepen the connection between scent and strategy for the duration of the installation.

"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.

For more information about MIND GAMES, visit mindgamesfragrances.com or follow @mindgamesfragrance on Instagram.

About MIND GAMES:
MIND GAMES links the complex artistry best embodied by the strategy and brilliance of chess with the innovative and hypnotic effects of perfumery. The result is an inaugural fragrance line that delivers a scent wardrobe of extreme olfactive signatures, transporting you to the crucial moments of competition in a test of character, skill, and intellect. However, MIND GAMES is not inspired by a simple game of chess but rather by the heritage, craftsmanship, and design it exemplifies. For more information, visit mindgamesfragrance.com and @mindgamesfragrance on Instagram.

About The Fragrance Group:
At The Fragrance Group, we are global creators, distributors, and licensees of luxury, artisanal fragrances. Our reputation as true collaborators has led to hand-in-glove partnerships with a full range of clients, using a comprehensive business model that takes all aspects of the retail world into account. We offer customized marketing, product development, and distribution strategies with an unparalleled level of personalized attention at every stage of the creative process. Our commitment is to connect exceptional luxury fragrances with an increasingly perceptive client through all channels of the industry. Explore our partnerships at so-avant-garde.com, and visit @fragrancegroup on Instagram, Facebook, and X for more information.

About Neiman Marcus:
Neiman Marcus is a leading luxury retailer that provides a curated product assortment, unparalleled services, and exclusive activations for customers in Pursuit of the Extraordinary. It is known for creating the Neiman Marcus magic through exceptional customer experiences including the Neiman Marcus Awards, Fantasy Gifts, seasonal campaigns and retail-tainment initiatives. Neiman Marcus has a rich history as a brand builder, bringing together the world's top luxury designers and customers to foster a dedicated following for generations. It serves customers across its 36 stores, digital channels and through remote selling. It is part of Saks Global's portfolio of world-class luxury retailers and real estate assets. For more information on the latest news and events at Neiman Marcus, visit neimanmarcus.com or follow the brand on Instagram and YouTube.

About Saks Global:
Saks Global is a combination of world-class luxury retailers, including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Saks OFF 5TH, as well as a portfolio of prime U.S. real estate holdings and investments. Saks Global is deeply committed to helping luxury consumers discover the most sought-after established and emerging brands from around the world. Powered by data-driven technology and centered on the customer, Saks Global is on a mission to redefine the luxury shopping experience through highly personalized service, with greater opportunities for product discovery across all channels.

SOURCE Mind Games