This Chess-Themed Fragrance Brand Wants to Make Intellectuals Smell Good

—when the brand launched two years ago. Its vessel is shaped like a bishop on a chess board, and so are the bottles for the other nine extraits de parfum that debuted alongside it. This was high-concept stuff for a brand newYou Can Now Buy a Rolex From Bob’s Watches at a Fred Segal Boutique. At the helm of Mind Games is husband-wife duo Alex and Mariana Shalbaf, the CEO of The Fragrance Group and creative director of Mind Games, respectively.

“A master perfumer envisions what it is you want to make, by blending a very specific dosage of very specific ingredients. You have to have a lot of that premeditated before you can begin to work,” Alex says. “The platform of ingredients made available to all the perfumers are hundreds and hundreds of ingredients. It’s like a grandmaster chess player who envisions a move that requires many many steps, and who plays with that level of experience, as well as the foresight of the moves ahead.

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