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MIND GAMES Expands Across the UK with Selfridges Rollout and Launch of Two Exclusive Fragrances

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Published
08/02/2025 by

MIND GAMES, the conceptual fragrance house that fuses the intellectual ritual of chess with the emotional depth of perfumery, marks a significant new chapter in the UK with its regional expansion at Selfridges and the debut of two distinct scents.

Following its successful launch at Selfridges Oxford Street, MIND GAMES will expand into Selfridges Birmingham, Manchester Exchange, and Manchester Trafford in August 2025. In tandem, two standout fragrances—Kingside and Queenside—will be available for the first time in the UK, exclusively at Selfridges and Selfridges.com.

"Our Selfridges debut has been a defining moment for MIND GAMES in the UK," said Alex Shalbaf, Co-Founder and CEO. "With our expansion into three new cities and the launch of two emotionally resonant scents, we're offering more opportunities for British customers to discover fragrance as a layered, strategic experience. We're proud to continue this journey with a partner that shares our commitment to design, story, and innovation."

To celebrate the expansion, MIND GAMES will debut a large-scale installation at Selfridges London from 7 July to 17 August 2025—the immersive site will spotlight two of MIND GAMES' latest fragrance editions, Counterplay and Opera Mate, with Kingside and Queenside joining later in the summer. The complete MIND GAMES collection will be available for discovery.

UK FRAGRANCE LAUNCHES & SIGNATURE SCENTS

  • August 2025: Kingside & Queenside
    From the Perfumer Extraordinaire Collection, these extrait de parfums explore dualities of power and presence. Priced at £360.

  • Kingside: Pistachio, cardamom, and grapefruit open into a floral heart of hazelnut and peony, finishing with tonka bean and Peru balsam. Quietly magnetic.

  • Queenside: Cassis, pear, and lychee unfold into geranium, violet, and lily of the valley, layered over oakmoss and patchouli. Elegant and commanding.

 

Kingside and Queenside are available in 100 mL extrait de parfum, each accompanied by two ml concentrated ingredient vials for a deeper olfactory experience.

Both fragrances—Kingside and Queenside—are available exclusively at Selfridges London, Birmingham, Manchester Exchange, Manchester Trafford, and online at Selfridges.com.

For more information about MIND GAMES and its collections, visit mindgamesfragrances.com or Selfridges.com.

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