DASH, the London-based illustrated magazine on fashion and fashion art, published an interview with Claus Noppeney (Autumn / Winter 2013 Issue): ”Olfactory Ontologies“ follows from a longer discussion with Stephen Fortune, an interactive media artist and science editor from London. The interview illuminates the inner workings of the sense of smell. In addition it also addresses the responsibility for organizing the aesthetic sense of smell. Claus Noppeney refers to Abercrombie & Fitch or Lush and the public controversies on extensive scent marketing. These prominent cases might even illustrate a form of brand competition that unfolds at a molecular level: Volatile molecules are instrumental in getting into the protected geographies of competitors.