Staging a Brand in the Fashion Lounge
During the Berlin Fashion Week, Brandertain and Mind Games sent a clear signal for effective brand staging. At the renowned Press Day of the Reichert+ Fashion Lounge in the Hotel de Rome, Brandertain successfully showcased the fragrance world of Mind Games in an impressive manner. Thanks to a well-thought-out and visually striking presentation, the Mind Games booth quickly evolved into one of the most visited highlights of the event. Influencers, press representatives, and creatives from the fashion and beauty industries showed immense interest in the brand and its character-rich fragrance compositions.
Authentic Encounters and Strategic Positioning
A special highlight of the event was the presence of Alex Shalbaf, the founder of Mind Games, who attended as part of a Germany tour organized by Brandertain to personally meet with selected guests. This direct proximity to the brand provided the presentation with added authenticity and depth. Brandertain demonstrated its strength in not only accompanying events but in actively bringing relevant contacts together and making brands tangible. The combination of a curated network, a strategic invitation policy, and precise on-site execution resulted in exceptionally high attention for Mind Games.
Expanding Beyond the Fragrance Niche
During the Berlin Fashion Week 2025, Brandertain strategically positioned Mind Games Fragrances within an expanded cultural and media environment. The brand was part of the Fashion Lounge Berlin, an established format of the Reischer Press Day that serves as a fixed meeting point for influencers, press, media representatives, actors, and creatives during Fashion Week. Brandertain was among the brands that received special attention within this format. Through conscious investments in presence, staging, and communication, Mind Games was brought to the forefront and embedded into a context that extends far beyond the classic fragrance niche. The goal was to anchor the brand not only with dedicated fragrance enthusiasts but also to make it visible to Key Opinion Leaders from fashion, lifestyle, and culture.
Sustainable Reach and Brand Growth
The communicative approach followed a clear strategy: to ensure Mind Games was perceived as an intellectual, modern fragrance brand that naturally belongs in a sophisticated fashion environment. Brandertain managed the on-site positioning, the outreach to relevant personalities, and the communicative follow-up, ensuring sustainable perception of the brand in the highly frequented environment of the Fashion Lounge. The resonance was directly reflected in the metrics: the event and subsequent reporting generated a total reach of 3.6 million, complemented by numerous new contacts and lasting relationships within the industry.
This presence at the Fashion Lounge Berlin underlines Brandertain's ambition to develop brands beyond their original categories and actively guide them into adjacent cultural spaces. For Mind Games, this represented another step beyond the pure niche market toward a broader, internationally oriented perception. This project exemplifies how Brandertain actively accelerates brand growth and opens up new target groups through strategic communication decisions, targeted investments, and the selection of the right platforms. Ultimately, it underscores Brandertain's role as a connecting element between brand, media, and opinion leaders, serving as a strong partner for brands striving for more than just visibility.