MIND GAMES. The strategy of chess, staged as a store.
A luxury fragrance house inspired by chess, with each scent composed by a Master Perfumer and bottled as a sculptural chess piece. We built the launch destination on Shopify.
More than a fragrance store.
The site had to launch a brand nobody knew yet, explain the inspiration and craftsmanship behind each collection, and give shoppers enough information and visual context to buy fragrance online with confidence, a category people usually prefer to smell first.
Storytelling and commerce had to work as one system. Product discovery, brand education and checkout needed to flow together without diluting the exclusivity a high-end fragrance house demands.
Dense information, never overwhelming.
Product pages organise fragrance information into Description, Notes and Sustainability tabs, so detail never overwhelms the experience. The Shopify architecture moves visitors from brand story into product exploration and into purchase.
Build desire where screens cannot smell.
Fragrance resists e-commerce
People want to try a scent before they buy it. The site had to compensate with cinema, 3D product motion and clear notes-based information architecture.
An unknown name, premium prices
Launching cold at luxury price points asks for authority. The site had to prove craftsmanship through the perfumers, the bottles and the writing before it asked for the sale.
Story and shop as one
Brand narrative had to feed into tabbed product detail and discovery sets, giving new buyers both the emotion and the facts they needed to convert.
A cinematic brand film at the door.
The homepage opens on a brand film. Two players face off across a glass chessboard set with MIND GAMES bottles, putting the brand's idea of rivalry, calculation and seduction into motion within seconds.
3D product films that sell what screens cannot smell.
Product films stage each bottle inside architectural spaces, from wireframe grids to sunlit staircases. The motion compensates for the missing sense of smell and positions MIND GAMES as a modern upscale fragrance house.
Shop by mood, side or scent family.
The full line-up sits on a chessboard, split into Dark and Light sides that mirror the two armies of the game. Scent-family tiles give shoppers a second, sensory way into the range.
Every piece has a role.
The Extrait de Parfum listing presents each scent with its chess name and three-word olfactive profile, alongside Light and Dark discovery sets that lower the barrier to a first purchase.
The noses behind the collection.
A dedicated Perfumers page credits each nose by name, adding the authority and provenance luxury buyers look for before they commit.
A launch as considered as the product.
Storytelling, luxury design and intuitive shopping, built as one system on Shopify.