Avant-garde fragrance brand, MIND GAMES, has unveiled a new immersive installation inside Neiman Marcus at NorthPark in Dallas. Now open, the activation aims to enable customers to experience the artistry of perfumery on a whole new level.
Open through May 5, the MIND GAMES activation is a multi-sensory experience inspired by the precision of chess. With the experience, the brand seeks to create an olfactory exploration in which visitors can learn about the raw materials and engage with scent on a note-by-note basis.
“Our partnership with Neiman Marcus has redefined how luxury fragrance is discovered,” said Alex Shalbaf, Founder of MIND GAMES and CEO of The Fragrance Group in a press release. “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,” said VP, GBM, Beauty, Jewelry & Home, Neiman Marcus, Tatiana Birkelund in a press release.
“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.”
MIND GAMES also highlight its collection, Perfumer Extraordinaire, which include the Mentor and Prodigy fragrances, by giving visitors a behind-the-scenes look into its raw ingredients and the creative process of the fragrances. Later this year, MIND GAMES will debut two new fragrances, Queenside and Kingside, at Neiman Marcus.
The two brands also plan to host events based on the activation, including an expert-led masterclass in fragrances.
“At MIND GAMES, every detail—from our sculptural bottles to the intricate compositions of our fragrances—is designed to spark emotion and inspire greatness,” said Marianna Shalbaf, Creative Director of MIND GAMES, in a press release.
“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.”