Amaury Guichon, Pastry Chef and Instagram Influencer

Alessandra Meldolesi
copertina amaury guichon

He seemed like a slacker, but instead he's a genius: today Amaury Guichon is an undisputed star of pastry on social media. His videos with virtuosic trompe-l'oeil pierce the screen, and he himself creates his own content and posts it with ingenuity equal to that of his pastries.

The story

Few stories like this one tell the true meaning of the word "vocation." Born in 1991, a native of Haute-Savoie, near the Swiss border, Amaury Guichon was a boy not inclined to study who nevertheless made himself known for his creativity and excellent manual dexterity. He was fourteen years old when he left classical studies to enter the hotel school in Savoie Léman and continue his education at Wolfsberg College in Geneva.

He went on touring the best restaurants in Switzerland, then to Paris with the goal of perfecting pastry at Lenôtre, which sent him to Cannes as assistant pâtissier, and finally as pastry chef and head of Hugo & Victor's R&D department. His participation in the TV show "Who will be the next great pastry chef," where he placed third, struck a chord with the public


However in 2016 he began whipping up his creams in Las Vegas for the Jean-Philippe Pâtisserie boutique, at the Bellagio and the Aria Resort & Casino, nothing could stop his viral creations on social media, where he posts everything from the Statue of Liberty to a life-size giraffe, from foosball to Christmas reindeers. His how-to/behind-the-scenes videos climb the viewing charts, and the number of followers grows relentlessly: there are now ten and a half million from around the world, compared to 5.7 for a sacred monster like Cédric Grolet. A world record in the industry.

The attention acts as a good springboard to launch his consulting company and start giving highly sought-after master classes all over the world, from Mexico to Russia, via his beloved France and even Italy. But he also finds time to follow his own pastry school, The Pastry Academy, also in Las Vegas. He continues to manage his social media personally, together with an assistant: he is his own content creator, from staging to dissemination, often going through the packaging by 3D printer of his molds. He puts up his creations for sale on the e-shop, along with a range of designer products or utensils and his books.

Source: Food and sens

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