Simone De Vincenzo: From Moscow to Riyadh, Baking a Global Legacy at Helmut Bakery

Simone De Vincenzo is no ordinary baker. His journey spans icy landscapes and scorching deserts, cutting-edge art spaces and bustling food halls. Today, he brings that rich global experience to Helmut Bakery, one of Riyadh’s rising stars in the artisan baking scene.

With over ten years spent in Russia, De Vincenzo was instrumental in shaping Eataly’s expansion and crafting authentic bread even in the most unexpected territories—Iceland, Greenland, the Svalbard Islands, Copenhagen—where climate, ingredients, and culture all posed unique challenges. But that’s where he thrives.

A Deep Foundation in Artisanal Baking

A childhood friend of famed baker Fulvio Marino, Simone learned early on that real bread takes time—and soul. In Moscow, he rose to prominence as Bakery Chef for Auchan, where he led the development of an entire bread program tailored to Russian palates. It wasn’t just about baking; it was about teaching an industrial giant to appreciate natural fermentation and regional specificity.

Among his most symbolic contributions was the Guest2 project—a former power station turned contemporary art museum, part of a bold urban redevelopment designed by Renzo Piano. There, alongside chef Manuele Pollini (known for his work with Carlo Cracco), Simone helped shape the culinary identity of a cultural landmark, proving that bread could be as much a part of a museum as a painting.

Now at Helmut Bakery, Riyadh

In 2023, Simone relocated to Saudi Arabia to join Helmut Bakery, a cornerstone of Riyadh’s new wave of quality-driven, ingredient-conscious eateries. With its commitment to natural fermentation, no chemicals, and sourcing only premium ingredients—including French, New Zealand, and Italian butter from Sitaf Food—Helmut is the perfect match for Simone’s philosophy.

At Helmut Bakery, Simone is helping redefine what bread means in the Gulf. From naturally leavened brioche to burger buns for gourmet brands like Shake It, and supplying Marble and Shawarma House, his influence is felt across the city’s growing food culture.

“Saudi Arabia is young, curious, and fast-moving,” he says. “People want authenticity—but they also want softness, balance, digestibility. You can’t just replicate Europe here. You have to create something that fits the rhythm of Riyadh.”

Trendspotting and Ingredient Integrity

For De Vincenzo, staying ahead of the curve means knowing your environment. Riyadh’s young population, combined with rising health consciousness, has opened the door to real bread—without preservatives, without shortcuts.

Baking Between Worlds

Whether he’s developing soft rolls for the Saudi burger scene or introducing brioche made with cultured butter, Simone De Vincenzo’s work at Helmut Bakery is about more than baking—it’s about translating tradition across borders.

From the frozen north to the Arabian desert, his bread speaks a universal language: one of patience, purity, and purpose.