Yotam Ottolenghi is the restaurateur and chef-patron of six London-based delis and restaurants. He is the author of eight best-selling cookery books, including renowned titles as Plenty, Jerusalem and Simple. Amongst several prizes, Yotam won two James Beard awards in the US and the UK National Book Award. Yotam has been a weekly columnist for the Saturday Guardian for over thirteen years and is a regular contributor to The New York Times. His commitment to the championing of vegetables, as well as ingredients once seen as ‘exotic’ has led to what some call “The Ottolenghi effect”. This is shorthand for the creation of a meal which is full of colour, flavour, bounty and sunshine’.
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.