US-based luxury fragrance house MIND GAMES is set to make its UK debut with an exclusive retail partnership at Selfridges. The collaboration marks a major step in the brand’s international expansion, bringing its distinctive collection of scents to British consumers for the first time.
MIND GAMES, renowned for its fusion of perfumery and strategic storytelling, aims to challenge conventional fragrance creation. Inspired by the game of chess, each scent is designed to evoke emotions, stimulate thought, and unfold like a carefully planned move on a chessboard.
A Strategic Partnership in Luxury Retail
The partnership between MIND GAMES and Selfridges represents a meeting of two brands that share a passion for innovation, craftsmanship, and pushing creative boundaries. Selfridges, known for its curated luxury offerings and commitment to unique retail experiences, provides an ideal platform for the brand’s UK launch.
“We are thrilled to introduce MIND GAMES to the UK market through this exclusive partnership with Selfridges,” said Mariana Shalbaf, Founder and Creative Director of MIND GAMES. “Our fragrances are more than just scents; they are sensory experiences inspired by the mastery of chess and the intricate art of perfumery. Each bottle invites customers into a world of strategy, craftsmanship, and intellectual intrigue.”
Fragrances Designed to Engage the Mind
The brand will debut in Selfridges with three of its most celebrated fragrances, each crafted with rare and luxurious ingredients:
- Artisan (£270.00): A tribute to craftsmanship and creativity, this collection of ten fragrances combines aged leather, rare woods, and a metallic accord for a rich and grounding scent.
- Soulmate (£270.00): Exploring the theme of human connection, this fragrance collection features ten scents blending deep florals, warm amber, and subtle mystery.
- Perfumer Extraordinaire (£360.00): The highlight of the collection, this fragrance is designed to evolve uniquely on each wearer. With a composition of rare ingredients, it is a true masterpiece for perfume connoisseurs.
Each fragrance is crafted to engage both the senses and the intellect, encouraging wearers to explore deeper emotional and conceptual connections through scent.
Bringing a Unique Olfactory Experience to the UK
MIND GAMES aims to introduce British fragrance enthusiasts to a new way of experiencing perfume—one that intertwines storytelling, memory, and personal perception. The brand’s expansion into Selfridges represents a growing demand for innovative and experiential luxury fragrances.
The collection will be available exclusively at Selfridges Oxford Street from March 2025 and online at Selfridges.com.
