Deep.

Francis Mallmann, the South American Shaman of Smoke ...

He had grown up around fire. In the Michelin-starred kitchens of France, he missed the fragrance of smoke and the bitter funk of a good char. “I was forty and I had been doing French food for twenty years,” he says. “I realized that I didn’t have a voice of my own, and I was losing interest. One day I realized that all those fires from my childhood were very deep inside of me.”

Pretty soon the fires seemed embedded in him—for real. He would board planes and passengers would ask to change seats, so pungent was his cologne of burning wood.