The Story
Why it exists.
The beginning
Mind Games designed Kingside as a statement piece within their collection, targeting wearers who appreciate complexity without intimidation. The brand sought to challenge the assumption that edible fragrances must be either overly sweet or too subtle. David Apel approached the brief by treating nuts not as simple comfort notes but as sophisticated materials capable of standing alongside spice and resin. The goal was a scent that could feel simultaneously familiar and surprising, drawing wearers in with accessibility while rewarding them with nuance. Kingside emerged from this ambition, representing a deliberate choice to focus on warmth and texture rather than loud projection.
As part of Mind Games' broader creative vision, Kingside reflects the brand's commitment to wearable artistry. David Apel's experience informed every decision, from the precise proportioning of pistachio to the strategic placement of peony in the heart. The result is a fragrance that succeeds in being both accessible and distinctive, appealing to those who want something memorable without shouting for attention.
The evolution
The fragrance opens with an immediate sense of presence. Pistachio arrives alongside cardamom, creating a nutty-spicy impression that feels both inviting and distinctive. Grapefruit follows, brightening the blend before it can become cloying. As time passes, the heart reveals hazelnut in a richer, more layered form, supported by rum that adds warmth without becoming overbearing. Peony appears almost as a surprise, softening the progression and offering a subtle floral element that distinguishes Kingside from straightforward gourmand territory. The transition to the drydown feels natural rather than abrupt. Almond milk emerges as the dominant impression, offering creamy comfort that shifts the fragrance from edible to intimate. Peru balsam grounds the composition with a gentle resinous quality, while tonka bean extends the sweetness in a way that feels smooth and lasting. The overall arc moves from aromatic brightness through warm complexity to comforting intimacy.
Cultural impact
Kingside arrived in 2025 as an extrait de parfum concentration work, a collaboration from a house that treats fragrance like a chess game, every move deliberate. The composition rewards confidence with its warm, sweet presence that doesn't hold back. Among niche gourmand releases, it makes its mark through the balance of nuttiness and florals.
The House
Mind GamesMind Games is a New York-based niche fragrance house founded in 2022 by Alex and Mariana Shalbaf. The brand draws its creative identity from chess, translating the intellectual precision, strategic elegance, and psychological depth of the game into olfactory experiences. Each fragrance within the collection represents what the brand calls an aromatic movement, inspired by moves on an imaginary playing field. The house operates under The Fragrance Group, the parent company Alex Shalbaf leads as CEO, with Mariana Shalbaf serving as Creative Director. Mind Games produces extrait de parfum浓度的作品，合作的调香师包括Annick Menardo、Christelle Laprade、David Apel等人。品牌以Extreme olfactive signatures为追求，致力于在香水中实现策略与感性的平衡。
The Creator
David ApelApel's style draws from over four decades of experience across the industry's most respected houses. His background in chromatography gave him an exceptional understanding of raw materials and their behavior in formulation.
