In 2023, the cooperative Smart vzw  launches a competition to celebrate its tenth anniversary. In collaboration with CoHop, the first cooperative of microbreweries in Brussels, the association launches a beer to commemorate this milestone.

The challenge was to come up with a suitable name and label for the beer. Since Smart is a cooperative for artistic entrepreneurs, Vandekeybus chose the name "Maestro" (with "Smart" hidden within it) and placed the logo literally in the spotlight. The name is surrounded by various characters practicing their artistic craft.

Smart vzw selected ten participants by drawing lots. Vandekeybus's proposal was not selected for participation in the competition.