Neiman Marcus Teams with Mind Games

Mind Games (New York), a unisex fragrance collection inspired by chess, has expanded its partnership with Neiman Marcus (Dallas) through an immersive visual installation in the luxury retailer’s NorthPark Center store in Dallas.

Mind Games made its exclusive debut at Neiman Marcus in 2022. The latest collaboration – which runs through May 5 – offers “a unique multisensory exploration in which customers can explore the raw materials behind Mind Games’ most beloved scents,” the companies said in a news release. “By experiencing the materials in their purest form—smelling each note individually before encountering the full composition—fragrance enthusiasts are able to embark on a truly transformative journey.”

Says Creative Director Marianna Shalbaf: “At Mind Games, every detail—from our sculptural bottles to the intricate compositions of our fragrances—is designed to spark emotion and inspire greatness. 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.”

Says Tatiana Birkelund, Neiman’s VP, GBM, Beauty, Jewelry & Home: “We are excited for our customers to deepen their experiences in the world of Mind Games. 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.”

Editor’s note: Neiman Marcus’ NorthPark Center store has been in the news a lot in recent months, as parent company Saks Global said that locale will undergo a $100 million renovation as it closes the brand’s historic downtown store. However, plans to shutter the latter locale have since been put on hold through this year’s holiday season.