LONDON — Luxury fragrance house Mind Games is getting more intimate with its U.K. stockist Selfridges, launching two fragrances exclusive to the retailer.
The fragrances, Playmate and Check Please, launch Thursday, with a weeklong immersive installation at Selfridges in London. The unisex scents will also be sold at mindgamesfragrance.com.
Alex Shalbaf, founder and chief executive officer of Mind Games’ parent, The Fragrance Group, described the launch of the two new scents, both of which are part of the wider Soulmate collection, as a milestone.
“Selfridges has long been a leader in bringing forward-thinking, luxury experiences to clients, and this partnership reflects our shared dedication to creativity, artistry and unforgettable storytelling through fragrance,” he said.
Campaign imagery for the complementary fragrances will also be on display at Selfridges in Birmingham from Nov. 24 to 30, followed by an atrium display at the store from Dec. 1 to Jan. 25.
Check Please from Mind Games
Mind Games describes the new fragrances as blending “olfactory artistry” with the “intellectual elegance of chess,” and said they explore themes of “intrigue, seduction and refined mastery.”
Playmate contains notes of sweet Italian lemon, coconut milk, water lily, jasmine and tiare flower. The dry down features musk, vanilla bean and golden amber.
Check Please has more of a gourmand twist with green apple, nougat and hazelnut. There are also notes of black plum, Bulgarian rose, cinnamon bark, amber, oak barrel and vanilla bourbon. Both fragrances are priced at 270 pounds for a 100-ml. bottle of extrait de parfum.
As reported in June, the chess-inspired fragrance brand has a host of new geographies and products on the horizon. Executives said Mind Games has begun to gain traction globally following its launch in the United Arab Emirates in April.
“We have a lot of clients from Gulf countries, as well as European tourists. The concept of chess is resonating with people from Asia, the Middle East and domestic U.K. customers,” Shalbaf told WWD in June.
The brand recently debuted at Bloomingdale’s in Dubai, and launched at Holt Renfrew in Canada. It is also eyeing opportunities in Mexico and Asia.
Playmate from Mind Games.
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