Mind Games: We Want to Break the Idea that a Fragrance is Made for One Type of Person

During the launch of Mind Games Fragrances in Dubai, Alex and Mariana Shalbaf, the creative forces behind the brand, shared the philosophy that drives their olfactory universe. With chess as both metaphor and framework, Mind Games isn’t just about scent—it’s about strategy, emotion, and identity. La Page M joined Mariana Shalbaf to discuss inspirations, storytelling, and what makes Mind Games Fragrances unforgettable.

Alex Shalbaf and Mariana Shalbaf

La Page M: The visual concept and design of Mind Games are truly impressive. Was the idea to start with the concept first and then build the ambiance and fragrance around it?

Mariana Shalbaf, Mind Games: It all came together at once. As you probably know, the fragrance industry is extremely competitive. If you want to stand out, you have to do something different — on many levels. You need a unique vision and a way to express it, not just to stand out on the shelf, but to tell a story. Because if you have nothing to say, people won’t remember you.

Being memorable is everything. And of course, it’s about having the right creative and collaborative process. So many people work on this — I wouldn’t take all the credit myself, nor would Alex. It’s the work of teams bringing this vision to life through every detail. And you’re part of the story too.

La Page M: What kind of feeling do you hope to evoke when someone wears your fragrance? Is it about seduction, elegance—or perhaps something more intimate and inward?

Mariana Shalbaf, Mind Games: It’s definitely more about feeling confident, feeling good, feeling capable. We love the universality of fragrance — if you fall in love with a composition, you should feel free to wear it and feel great doing so. We want our consumers to feel empowered, unique, and proud of their choices. That’s the essence of the brand — don’t be afraid to take bold steps. Feel strong, feel encouraged. That’s what we stand for. And it’s universal: we want to break the idea that a fragrance is made for one type of person. Anyone can wear it, and anyone can feel better because of it.

La Page M: Since you've mentioned your admiration for Dubai, could that mean we might one day see a Mind Games fragrance inspired by the city?

Mariana Shalbaf, Mind Games: Well, the Mind Games brand already has a concept rooted in different cultures around the world. Chess has deep roots, predating many other creations, and it's embedded in various parts of the world. So we naturally draw inspiration from many places. And yes, there’s definitely a particular story here that we can communicate.

One of my favorite stories is actually linked to a fragrance we feature — it’s called As-suli’s Diamond. It tells the story of a king’s advisor who was also a brilliant mathematician. He created a chess problem that no one could solve. He’d challenge different players, but no one could ever beat him with that problem. It was considered so difficult they referred to it as a "diamond," hence the name As-suli’s Diamond.

It was only many years later, with the help of the internet and forums where people collaborated, that the problem was finally solved. I think it’s such a powerful and transportive story — one rooted in the Middle East, yet still relevant today. Telling that story through a fragrance, using ingredients from this part of the world in a fresh, unexpected way, was incredibly exciting. We love storytelling — especially unique, layered storytelling.

La Page M: A final question... do you play chess? :)

Mariana Shalbaf, Mind Games: Of course! I love it. Chess represents sophistication, quiet luxury, intellect. All things I admire. It’s complex, just like life — and just like our brand. But at the same time, it’s something that can transport you. It’s deep, yet instantly relatable.