The brand’s kitchen accessories and designer furniture are typically Scandinavian SERAX an – which is based in the Belgian Antwerp Has. That’s not the only curiosity: the label had to be discovered by well-known star chefs before the world took notice. An overview of handmade ceramics and timeless kitchen accessories.
this is a Love storythat tells of two brothers and beautiful dishes and handmade furniture. From the art seemingly insignificant objects – a vase, a plate, a rug, a planter – to breath so much aestheticsthat they significantly influence the style of a room. And the ability to produce everyday products that you don’t necessarily need desirable design objects to develop.
It’s the story of SERAX, a Belgian manufacture for Interior, kitchen accessories and leather goodsfirst discovered by star chefs and then by the whole world. We will take you on a journey of discovery that bubbles with creativity and testifies to the lust for life. The best part: everything you see here can also move into your home – and there is something for every budget.
The story of SERAX: from garage sales to star restaurants around the world
At first glance, SERAX looks very Scandinavian, similar to the well-known tableware from Menu, Broste Copenhagen or HAY. The products are enormous minimalist design and enchant with a timeless combination of filigree shapes Steel, glass and ceramics as well as from soft, covered fabrics and colors. The visual worlds in which SERAX moves for its interior design ideas are reminiscent of modern open-plan lofts that run through crumple sofas, sculptural shelves and organically shaped, ceramic tableware receive an individual note.
The boundaries between design and comfort are fluid, as are the lines between series production and hand-made custom work. A perfect Scandinavian feel-good look, but from one small garage in Antwerp, Belgium, originates – or at least was founded there.
SERAX is made up of the names of the brothers SERge and AXel Van Den Bossche who already own the design label 1986 were born. Influenced by their mother’s shop, who in turn traded in flowerpots, the brothers sought to team up with product designers everyday objects and furnishings with a puristic design and a smart twist. SERAX products, as Axel Van Den Bossche announced, should not only beautify life, but also contribute to “what creates a happy home (…) and provides unforgettable moments at the dining table”.
SERAX suits everyone: noble and yet unconventional accessories made by hand
The success of SERAX proves this concept right. since 35 years now on the market, the former, family-run small business has become one multinational corporations that works with well-known designers and loving manufacturers around the world. The products come from Portugal, Vietnam or Italy and are made there made by hand. The headquarters of SERAX itself is still in Antwerp.
Although SERAX now employs around 65 people, you can feel the collegial friendliness and curiosity that is brought to customers in corporate communications. You feel invited Part of this design family to be who dares bold designs without being too aloof. Vase, side table or dessert plate fit in the upscale penthouse as well as in the Italian family villa. Diversity is very important here.
SERAX products: made famous with expressive ceramics
As generous as the list on Designers, with whom SERAX works for its collections – are up-to-date 77 labels and people listed – is also the diverse range of the Belgians. Still counts dishes, the so-called “tableware”, one of the most popular products in the portfolio; after all, SERAX made it famous in the world of star chefs and chefs.
When the company worked with the ceramic artist for the first time in 2009 Roos van de Velde worked together and created the series “Perfect Imperfection”, which relies on handmade imperfections, were – according to their own statements – Star restaurants from all over the world lining up. SERAX is now the first address for Michelin-awarded chefs who its own porcelain series can be created to bring out your artistic dishes on the plate.
These designs can also be bought occasionally, for example the new, summer-colored collection “Feast Tableware by Ottolenghi”, which was created in cooperation with the famous Israeli-British chef Yotam Ottolenghi. In his dishes, the artist relies on a firework of colors and spices and creates menus that are based on the Italian in a convivial atmosphere “Sharing is caring” principle be consumed together. This is also reflected in his tableware series, the strong colors in yellow, dark blue and green sets and stands out with cheerful prints. A small saucer starts at around € 6.50, a large dinner plate at € 28.00. It’s design that you can afford.
Another SERAX range: sofas, tables, mirrors, lights, accessories
What else can be found in the SERAX product range? The variety is immense and offers decorative accessories for almost every room in the house. Next Tableware and cookware, cutlery and kitchen utensils SERAX also stands for fresh, uncomplicated Design furniture, for example armchairs, sideboards, bar stools and open cloakroom concepts. Dive as well Rag rugs, lights, mirrors and leather goods in the extensive product range.
As is so often the case, the special features are in the details: apparently crumpled ceramic vases play with the physical properties of the material. Concrete candle holder turn away from the eternal romantic image. Colorfully lacquered wooden chairs provide the twist in a harmonious, beige color scheme at home.
There is something for every taste without looking like the sober “lowest common denominator”. Blue-washed and glazed Glass ceramic alternates with the silvery patina of stainless steel bowls; the characteristic pattern of colorful Terrazzo is also available as a narrow tray or side table, as is the fine one Maple wood another series.
Buying SERAX products: also possible in the kitchen studio
SERAX has, however, often emphasized that it has never forgotten its roots. “We have never lost track of our basic principles“(In German:” We have never lost sight of our core values ”) explains the company on its website. Despite the success, that may be true: colorful planters and hanging baskets for the “urban jungle” at home can also be found in the SERAX portfolio. And finally that’s where it all started – in the parental flower shop. It couldn’t be more “basic”.
By the way, you can not only purchase SERAX products online, but also – much nicer – in your local kitchen studio. This is particularly useful if you plan to span multiple rooms and also have one with the new kitchen special dining set or the matching crockery want to acquire. In addition, the functional and yet above all beautiful everyday objects from SERAX are also ideal as gifts – and thus enable an inspiring walk through the studio in your neighborhood.
Important: SERAX products are registered as a registered cooperation partner in the studios of Dross & Schaffer Group can be found throughout Germany and Austria or, if they are not exhibited there, can be ordered through the studio. Corresponding dealers can be found at this link.