Belgian design house since 1986, Serax co-creates tableware and homewares with 65+ international designers — from Michelin-star restaurant tables to DTC homeware shoppers.
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See all ads on AdLibrary →Serax was founded in 1986 by brothers Serge and Axel Van Den Bossche in Kontich, Belgium. The brand name merges the founders' first names. Serax collaborates with 65+ international designers to produce tableware, ceramics, furniture, and lighting. Products are found in top restaurants, design hotels, and DTC homeware retail globally.
Serax campaigns leverage designer collaboration credibility — each new collection by a named designer generates press and editorial reach. Restaurant and hotel usage provides aspirational context that lifestyle photography alone cannot. Browse Serax ads on AdLibrary.
Instagram is the primary paid channel — tableware photography performs exceptionally on the platform. Meta ads target interior design, home entertaining, and hospitality-adjacent audiences. Designer collaboration launches drive concentrated short-burst paid campaigns.
Core themes: designer collaboration ('by [designer name] for Serax'), table-as-art ('designed for the pleasure of gathering'), and Belgian craft heritage. Named-designer copy boosts perceived value and differentiates from manufacturer-branded homeware.
Serax's 65+ designer collaboration model distributes brand-building work across a creative network — each designer brings their own audience and press relationships. This multiplies earned media potential vs. a single in-house design team. Restaurant usage as social proof converts design-curious consumers who encounter the brand in hospitality settings.
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