Created for an art exhibition, the theme for Smart comes from an empty white gallery space. At first it emits substance and intimacy but as you spend more time and delve deeper the visceral moods unravel, revealing the sensual and the seductive. Smart opens with a luxurious line-up of heady jasmine, luscious vanilla, exotic sandalwood and creamy musk blended carefully with a subtle buckskin leather note that holds the white notes in balance.
Smart (Smell Art) was originally released in 2010 for a scented art-installation, where Maack placed an original drawing cut into 252 individual perfume-blotters signed and numbered in the otherwise empty gallery space. The visitors became a part of the art performance by picking a “blotter” of the wall with Maack in the “role” of the “shop-girl” spraying each one with the Smart fragrance. This show marked the beginning of Maack´s journey into the world of fragrance and a year later Smart became the first ever release by the artist for her eponymous brand.
Now eight years later Maack has decided to re-release the original Smart fragrance in her new brand identity. To leave the original show untainted, for the visuals, Maack challenged herself to experience the scent “again” on an olfactory level first. To capture the feeling and essence of the evocative, smooth woody leathery vanilla fragrance, Maack teamed up with London based photographer Lauren Luxenberg who is known for her soft approach to details to shoot a series of Icelandic models to emphasize the unisex quality of the fragrance “wearing” Smart in the rural landscapes of her native country.
