After studying at the École supérieure des arts Saint-Luc in Liège and several years of work experience in Germany and Italy, Bertrand Lejoly joined in 2013 Belgian architect Vincent Van Duysen as Head of Product Design. In 2018 he founded his own design studio in Antwerp. He describes his style as ‘refined simplicity’. His objects walk the boundary between an expressive yet subtle design language. He especially likes to play with elements that are engraved in the collective memory to create timeless items for everyday use.
Working with upcoming and renowned designers is built into Serax’ DNA. In 1990, the brand started a tentative collaboration with Peter Arts, which was quite revolutionary in the florist design industry. One year later, Serax achieved international fame, thanks to the collaboration with floral artist Daniel Ost, who designed ‘The Flower Booth’ for the French design fair Maison & Objet. The seed was planted. Since then, Serax has entered into dozens of partnerships that have resulted in renowned collections and success at an international level.