The Story
Why it exists.
The beginning
Deep Mind arrived in 2017 as Paolo Terenzi and Maori Collection's collaboration, born from a desire to translate Māori narrative into a wearable modern fragrance. The concept was rooted in the vivid imagination of Aotearoa's forests and the sensory memory of native landscapes, using native botanical inspiration to shape the perfumer's palette. Terenzi did not reach for exotic woods or precious resins; instead, he built the composition around accessible, vivid materials that could evoke the forests without relying on traditional luxury markers.
The note philosophy behind Deep Mind is one of controlled contrast. Red berries bring sweetness; rhubarb brings tartness. Tog ether they create an interplay that feels alive without becoming chaotic. Musk steps in not as a heavy anchor but as a clean, contemporary support structure. The pairing is deliberate: berries and rhubarb could easily become sweet and medicinal, but the musky balance keeps the composition wearable and modern. This is not a fragrance designed to announce itself; it is designed to feel native to the skin, to reflect a character that is neither masculine nor feminine, rooted in the land and open to anyone.
The evolution
The arc begins with red berries, picked bright and sweet, immediately followed by rhubarb's sharp tartness. There is no preamble. The heart develops as musky softness rises to meet the fruit, creating an Intimate balance where the berries feel softened and the rhubarb feels less raw. The drydown settles into clean musk, the berries receding to a whisper, the rhubarb gone entirely. This is a fragrance that respects brevity, arriving quickly and departing gracefully, leaving a soft musky impression that feels personal rather than performative.
Cultural impact
Deep Mind draws on Māori storytelling traditions, echoing the significance of native berries in communal gatherings and seasonal celebrations. The red‑berry motif reflects the vibrant hues of traditional hangi feasts, while rhubarb’s sharp edge nods to the resilience of indigenous horticulture. By integrating these elements, the fragrance honors cultural continuity, inviting wearers to experience a sensory link to New Zealand’s heritage and the collective memory of shared meals and outdoor rituals, reinforcing identity through scent.
