SMART is the name of the solo exhibition of the young Icelandic artist Andrea Maack. SMART is a multilayered word: amusing; clever; witty; fashionable; bright – each of these words can be used to describe this exhibition, as well as the gallery that has chosen to present it.
Review by Victoria Cross.
“SMART”/ Ágúst, photo: copyright Victoria Cross.
Ágúst is a young gallery that will be celebrating its first anniversary this summer. Its owner, Sigrún Sandra Ólafsdóttir, views her mission as to create a place for showcasing works of contemporary artists, but also a place where people can turn to if they have questions about art or need advice on buying pieces of art. During the past ten months, the gallery has had five exhibitions of Icelandic and foreign artists.
Ólafsdóttir was interested in art from her early years, but never thought that she could make a career out of it. When she discovered the world of art fairs in Italy, she realized how her love for art could be turned into a business and as the result the gallery was born.
Managing the gallery is an ongoing learning process and Ólafsdóttir continues to learn from veterans of this field as well as by studying art theory in the University of Iceland. In choosing the artists she follows the advice of one of her mentors: “You have to do your research but you also have to follow your gut instincts.” This time her hunch has brought to the viewers the exhibition of Andrea Maack.
“SMART” drawing by Andrea Maack, photo: copyright Victoria Cross.
Maack works with various media and is in a constant search for interesting ideas and refreshing ways of implementing them. She toys with perceptions of beauty, appearance, or self-improvement, and throws into the mix her interest in fashion and design. Her new exhibition is a very unusual offering, which engages all the senses of its visitors; you can view it, touch it, smell it, try it on, hear the interesting story behind it, and even take a piece of it with you.
Maack presents her own perfume made in collaboration with the French company APF – Arômes et Parfumes and Happyscents from Grasse, France. The name of the perfume, SMART, gave the name to the exhibition. The perfume is made in a limited edition, with each set having four pieces. Each bottle is hand-decorated and comes in a custom-made box.
“SMART” perfume; photo: copyright Bjarni Einarsson.
Nearby is a drawing cut into 252 individual pieces, each signed and numbered, to be used as testers for the perfume. The design of the drawing is similar to the inscriptions on the perfume bottles, and renders the artist’s image of the scent. By presenting her work this way, Maack creates an ever-changing exhibition – as people come and take one of the testers, the whole pattern of the drawing is slightly shifted.
“Artist in action,” photo: copyright Anna Ellen Douglas.
It is a provocative idea to present perfume in an art gallery. Puritans of art can easily dismiss it as simply a commercial project. But, if art in its pure form is artistic self-expression, what can reveal a personality better than perfume?
Scents surround us everywhere. They have the power to evoke images, create emotions and awaken memories. They are easy to identify, but difficult to define and even harder to capture. You have to admire the creativity of a person who decides to tackle such a complex task. Coco Chanel famously said that “a woman who doesn’t wear perfume has no future.” Interestingly, Maack meant for her perfume to capture visions of the future rather than memories of the past.
The perfume business has been on the rise in recent years. Long gone are the days when it was considered a luxury. In search of individuality or exclusivity, people turn toward smaller, lesser known perfume houses and Maack’s creation fits the bill – it is a limited edition and can easily become a collectable item.
“SMART” bottom by Andrea Maack, photo: copyright Victoria Cross.
Maack graduated from the Icelandic Academy of Art in 2005, and has exhibited her work in the Living Art Museum, Kling & Bang and the Sudsudvestur Gallery. The “SMART” exhibition is Maack’s second collection devoted to the human desire of constant improvement – be it with the routine of physical exercises, mental activities, or by donning fashionable clothes and accessories. Her “Work out Art” collection included marble-like weights, accompanied by a pencil drawing of the brain as a mental muscle. So, here we have a theme of wearable, useable art – a sensible approach in our fast-paced world.
It is hard to say if Maack will continue her perfume adventure or something new will capture her attention, but it will be interesting to see her next project.
The exhibition is on display until June 28.
Gallerí Ágúst
Baldursgata 12
101 Reykjavík
Tel (+ 354) 578 2100; (+354) 869 2013
art@galleriagust.is
www.galleriagust.is
Open Wednesday to Saturday between 12 pm and 5 pm and by appointment.
