Scent as Strategy: MIND GAMES and Neiman Marcus Unveil a Multisensory Fragrance Experience in Dallas
Source: MIND GAMES
Reported By: Carece Slaughter
April 8th, 2025 - In a striking move that merges strategy with scent, MIND GAMES, the bold fragrance house known for its conceptual storytelling and sculptural design, has unveiled a multi-sensory installation at Neiman Marcus NorthPark. Running now through May 5, the experience invites luxury shoppers into a world where chessboard precision meets perfumery, and the very act of fragrance discovery becomes a deliberate and intimate ritual.
An Immersive Encounter with the Art of Scent
Installed within one of Dallas’ most iconic luxury retail destinations, the experiential space does more than showcase MIND GAMES' collections—it redefines how fine fragrance is consumed. In place of mere scent strips or pretty packaging, visitors are welcomed into an environment designed to stimulate the senses, deconstructing each perfume into its raw materials for a more nuanced appreciation.
Guests are encouraged to engage with individual scent notes—bergamot, salted caramel, Italian lemon, rose milk—before experiencing their orchestration into full compositions. This deliberate pacing reflects the intellectual discipline of chess, a motif at the heart of MIND GAMES' ethos.
“This activation invites guests to engage with scent in a completely new way—where strategy, storytelling and sensory immersion converge."
Alex Shalbaf, Founder of MIND GAMES and CEO of The Fragrance Group
The Perfumer Extraordinaire Collection: A Fragrant Masterclass
Central to the experience is the Perfumer Extraordinaire collection, which peels back the curtain on the creative process. Each fragrance is accompanied by two curated lab samples, giving clients a rare, behind-the-scenes look at the individual ingredients that shape the final blend.
Standouts include:
Mentor – A deep, polished composition that juxtaposes salted caramel and Italian lemon with coffee, plum, and sandalwood.
Prodigy – A smooth yet surprising take on modern scent structure with bergamot, rose milk, and a creamy caffè latte accord layered over blonde woods and patchouli.
The resulting sensory journey feels less like retail and more like a private atelier session, rich with intention and elevated design.
Celebrating a Partnership Built on Vision
To commemorate the launch, MIND GAMES and Neiman Marcus will host a private event within the installation, followed by a series of masterclasses, curated programming, and expert-led sessions designed to engage fragrance aficionados and curious newcomers alike. It’s a natural evolution for a brand that thrives at the intersection of narrative, craftsmanship, and performance.
“We’re bringing our customers expertly crafted fragrances through an immersive experience that captures the essence of the brand's visionary approach to perfumery."
Tatiana Birkelund, Vice President at Neiman Marcus.
Later this year, the journey continues with the launch of two exclusive new scents: Kingside and Queenside, further cementing MIND GAMES' reputation for crafting olfactive experiences that embody elegance, intellect, and daring innovation.
A New Lexicon of Luxury at Retail
As luxury retail shifts toward more interactive, curated moments, this collaboration underscores Neiman Marcus’ commitment to reimagining the shopping experience. For MIND GAMES, it’s yet another move on the board—one that positions them not just as perfumers, but as cultural strategists in the world of luxury.