A Belgian maison that found its home in Jeddah.
The maison is a continuous route: from the precision of its craft and the quiet of its details to a new chapter in Jeddah, with respect for Saudi hospitality.
The craft before the decoration.
Precision, measure, and respect for time and material are the language in which Sergio began learning his profession at sixteen. That is where the spirit of DREAM took shape.
Its origin in the craft, its new chapter in Jeddah.
A Belgian craft shaped with patience, finding its new chapter in Jeddah's welcome.
Jeddah is not an address, but a new chapter.
DREAM comes to Jeddah with respect for what Sergio learned, and with equal respect for the Saudi culture of hospitality. Its origin is preserved; this maison is made to live here.
The Belgian origin is read in the technique and the vocabulary, not in a symbol.
- Tempering
- Glaçage
- Enrobage
- Entremets
- Praline
- Viennoiserie
A word from Sergio.
My journey in this craft began in Belgium, at sixteen. From that day the trade taught me one thing: what deserves to last is never made in a hurry; it is built with patience, with precision, and with respect for detail.
After thirty years between bakery, pastry and chocolate, I did not want DREAM to be merely an extension of what I made in Belgium. I wanted a new chapter for it, in a place that values quality, hospitality and care for the guest.
That is why I chose Saudi Arabia, and why I chose Jeddah.
I come to Jeddah with everything I have learned and made over these years, but I do not come to change the identity of the place. I come to set my Belgian craft, with full respect, on a Saudi table — and to build here a house rooted in Belgium with its heart beating in Jeddah.
To everyone who will one day walk into DREAM: I hope you will not only taste what we make, but feel the care that stands behind it.
Belgium gave me the craft. Jeddah gives DREAM its new chapter.
Sergio Palumbo
Transcript
Assalamu alaikum. Hello.
I began learning my craft at sixteen, in Belgium.
Since then, pastry, bakery and chocolate have been part of my life.
After thirty years in the craft,
I wanted to open a new chapter.
I chose Saudi Arabia.
and I chose Jeddah.
With DREAM, I want to share what I have learned over the years.
respect for the product,
precision of the hand,
and the pleasure of doing things with care.
Belgium gave me my craft,
Jeddah gives DREAM its new chapter.
The film begins silently when it enters view. Turn on sound to hear Sergio Palumbo's genuine voice.
A word from Sergio Palumbo
The craftsman behind DREAM
Since the age of sixteen, Sergio Palumbo has devoted his life to bread, pâtisserie and chocolate. Thirty years in the trade shaped one simple conviction: the finest things come from respect for the product, precision of the hand, and the time given to every detail.
With DREAM, Sergio opens a new chapter in Jeddah. He brings with him the inheritance of his Belgian craft, his exacting standard, and the passion that has been with him since his first days as an apprentice.
A story of transmission, pride and passion, now turned towards the future.
Sergio Palumbo — Founder of DREAM
Spoken words
Assalamu alaikum. Hello.
I began learning my craft at sixteen, in Belgium.
Since then, pastry, bakery and chocolate have been part of my life.
After thirty years in the craft,
I wanted to open a new chapter.
I chose Saudi Arabia.
and I chose Jeddah.
With DREAM, I want to share what I have learned over the years.
respect for the product,
precision of the hand,
and the pleasure of doing things with care.
Belgium gave me my craft,
Jeddah gives DREAM its new chapter.
Sergio Palumbo
Behind the maison is a person who learned the craft and carries its discipline.
Sergio Palumbo began learning his profession in Belgium at sixteen. Today, he brings thirty years of professional experience across bakery, pâtisserie and chocolate.
- 16
- age his training began
- 30
- years of professional experience
- Three
- professions: baker, pastry chef, chocolatier