Roger van Damme is a renowned pastry chef. Born and raised in the Netherlands, but since the opening of his Antwerp lunch-lounge restaurant Het Gebaar, he is particularly highly praised in Belgium. Even though, thanks to television appearances and the unwavering reputation of his desserts in Het Gebaar, known to the general public for his sweet creations, in 2010 van Damme was awarded a Michelin star for the full lunch experience in his restaurant.
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.