Mind Games Launches Exclusive Fragrances at Selfridges: A Symphony of Luxury and Emotion
PetitePaulina – Luxury fragrance house Mind Games has taken its partnership with Selfridges to the next level. The brand introduced two exclusive fragrances, Playmate and Check Please, as part of a special weeklong installation at Selfridges London. The unisex scents, which belong to the Soulmate Collection, are also available at mindgamesfragrance.com. For Mind Games, this launch marks more than a retail expansion it symbolizes the brand’s growing influence in luxury perfumery. Alex Shalbaf, founder and CEO of The Fragrance Group, called it “a milestone that celebrates creativity, artistry, and the magic of storytelling through scent.” According to him, Selfridges’ commitment to forward-thinking experiences perfectly aligns with Mind Games’ vision. Together, they aim to create emotional, unforgettable encounters that blend art, technology, and fragrance.
An Immersive Experience of Fragrance and Fantasy
To celebrate the launch, Selfridges London is hosting a weeklong immersive experience. Visitors can explore the world of Mind Games through scent, light, and interactive design. The campaign’s imagery will later move to Selfridges Birmingham from Nov. 24 to 30. Then, from Dec. 1 to Jan. 25, a grand atrium display will take over the store, extending the brand’s presence through the holiday season. This partnership is part of Mind Games’ growing global expansion. Earlier this year, the brand debuted at Bloomingdale’s in Dubai and Holt Renfrew in Canada, with new launches planned in Mexico and Asia. Through these collaborations, Mind Games continues to bridge luxury retail and sensory storytelling, offering customers more than just a scent a full emotional journey.
Playmate: The Bright Side of Seduction
Playmate embodies playful energy and soft sensuality. The fragrance opens with Italian lemon, coconut milk, and water lily, creating a fresh and creamy first impression. It then unfolds into a floral heart of jasmine and tiare flower, bringing warmth and radiance. The scent finally settles into comforting notes of musk, vanilla bean, and golden amber, leaving a soft, addictive trail. Playmate is designed for those who express confidence through charm and lightness. It feels like a flirtatious chess move calculated yet spontaneous. Through its balance of sweetness and sophistication, the fragrance captures the joy of connection. As Mind Games describes it, Playmate is not only about allure but also about celebrating the art of subtle emotion in everyday life.
Check Please: A Game of Mystery and Indulgence
If Playmate represents sunlight, Check Please is the moonlit match mysterious, rich, and irresistible. This fragrance opens with green apple, nougat, and hazelnut, blending sweetness with texture. Then, layers of black plum, Bulgarian rose, and cinnamon bark introduce warmth and complexity. The base made of amber, oak barrel, and vanilla bourbon adds depth and sensuality. The result is a captivating scent that feels both luxurious and grounded. Mind Games crafted Check Please for those who exude quiet confidence. Each note builds like a strategic chess move, thoughtful yet alluring. It’s a fragrance that evolves on the skin, mirroring the power of restraint and the elegance of indulgence. Through Check Please, Mind Games proves that true seduction lies in the balance between boldness and grace.
The Soulmate Collection: Where Emotion Meets Intelligence
Both fragrances are part of the Soulmate Collection, a series inspired by the emotional and intellectual interplay of chess. The collection explores themes of strategy, attraction, and connection, translating them into intricate scent compositions. Mind Games approaches perfumery as an art form, blending olfactory creativity with intellectual depth. Each fragrance tells a story one that evolves like a thoughtful move across a chessboard. Priced at £270 for a 100ml extrait de parfum, the collection embodies craftsmanship and exclusivity. More importantly, it celebrates the emotional connection between people and scent. For Mind Games, fragrance is not just worn it is experienced, evoking memory, curiosity, and intimacy. This philosophy defines the brand’s growing influence in the world of artistic luxury.
Creativity and Collaboration: The Heart of the Selfridges Partnership
The partnership between Mind Games and Selfridges highlights a shared passion for innovation and sensory storytelling. Selfridges, known for its forward-thinking retail concepts, provides the perfect stage for Mind Games’ experiential approach. The immersive installation allows visitors to engage all senses sight, sound, and scent creating a multi-layered journey through fragrance. According to Shalbaf, “We are not just selling perfume; we are creating emotions.” This creative vision resonates with modern consumers who seek meaning and artistry in every purchase. Through this collaboration, Mind Games reinforces its position as a luxury brand that connects intellect, emotion, and design a rare combination in today’s fragrance landscape.
A Global Vision Rooted in Art and Emotion
Since its launch in the United Arab Emirates in April, Mind Games has continued to expand rapidly. The brand’s chess-inspired concept has struck a chord with customers across Asia, the Middle East, and Europe. “The symbolism of chess strategy, balance, and foresight resonates with people globally,” Shalbaf explained. By weaving that symbolism into fragrance, Mind Games has created a new kind of luxury one that values both emotion and intelligence. Its future plans include expanding into Mexico and select Asian markets, further cementing its reputation as a brand that blends artistry with accessibility. Every move Mind Games makes feels deliberate, elegant, and poetic just like a chess master’s play. For Shalbaf and his team, each fragrance is not just a scent, but a move toward redefining modern luxury through imagination.
