For the second year in a row, the MAD Parcours is putting fashion and design creatives in the spotlight in the heart of Brussels. From Wednesday 12 to Saturday 15 November, the city centre will be transformed into a creative treasure hunt. With a map in hand, you can wander past shops, studios, galleries, showrooms and unexpected places that are opening their doors especially for the occasion. It's the perfect opportunity to soak up Brussels' creativity and see the city through different eyes.

At Smell Stories, we are of course also taking part. Papier-mâché designer Ulrike Siemer is transforming our shop window into a colourful universe full of playful objects, each inspired by a scent. A feast for the eyes and the nose. Can you recognise them all?

Ulrike Siemer, papier-mâché designer

Dates & opening hours : 

• Wednesday, November 12, 2025 (Opening Night & Late Opening): 12:00 PM – 9:00 PM 
• Thursday, November 13, 2025: 12:00 PM – 6:00 PM
• Friday, November 14, 2025: 12:00 PM – 6:00 PM
• Saturday, November 15, 2025: 12:00 PM – 6:00 PM

During the opening night on Wednesday, Ulrike herself will be present to talk about her fragrant creations. We will provide some snacks and drinks, so you can taste, smell and chat at the same time.

Location: The MAD Parcours unfolds across a concentrated area in downtown Brussels, including the Dansaert and Sainte-Catherine districts, with extensions toward Bourse and De Brouckère.

Price : Access to the MAD Parcours is completely free and open to everyone.

More info: You can find the full programme here.