RASA Expands Its Experiential Reach: From LA to London, Connecting Culture and Community in Iconic Spaces
In partnership with Alter New Meida
By Kody Boye
RASA, an experiential entertainment company based in Los Angeles, has been exploring new approaches to live events by combining art, music, and immersive technology. Known for creating interactive spaces fostering cultural connection and creativity, RASA is building a presence in experiential events that span local and international settings.
Founded by CEO Ahmad Muhaisen, COO Tristan Petit, and CGO Faisal Malas, RASA’s leadership team brings expertise in scaling startups, luxury hospitality, and strategic growth, forming a foundation for RASA’s growing ambitions abroad.
Developing New Formats in Experiential Events
RASA has organised various large-scale events that blend technology, live performance, and artistic expression, including Thrill City at Six Flags Magic Mountain in spring 2024, which showcased immersive outdoor entertainment. More recently, RASA introduced PIER PLAY, the first Pier Play series event held at the Santa Monica Pier in October 2024. Designed to celebrate art, music, and community, the festival drew a large audience in an iconic LA location, marking a milestone in RASA’s evolving event model.
“PIER PLAY is an opportunity to activate iconic spaces like the Santa Monica Pier in a way that connects communities through art and music,” said Ahmad Muhaisen, CEO and Co-Founder of RASA. “Our goal is to create immersive experiences that foster creativity and meaningful connections while respecting the cultural significance of these spaces. With PIER PLAY, we’re setting a path forward for how events can create enjoyment and engagement.”
Through events like PIER PLAY, RASA is committed to using public spaces to support local and international artistic expression.
Expanding into New Markets: London and Beyond
With its foundation in LA, RASA has extended its reach internationally. Following a collaboration in 2023 with the Mandrake Hotel in London, RASA returned to the UK this past Halloween, partnering with Boneca London to present Neitherworld, a Tim Burton-inspired two-night Halloween event at Exhibition London.
To ensure the event’s success, Boneca and RASA teamed up with Exhibition White City, one of West London’s leading venues. It is set within a Grade II-listed former Victorian engine house and is located in the vibrant White City district within the Westfield London complex.
Exhibition White City is now gearing up for an exciting new chapter as its partnership with the iconic Flipper’s Roller Boogie Palace residency, the legendary 1970s roller rink from West Hollywood once known as the “Studio 54 on wheels,” rolls into its next phase. Exhibition will host events and brand experiences and is launching a cultural programme.
This London event reflects RASA’s commitment to exploring culturally resonant experiences and collaborating with local partners to engage new communities. Beyond London, RASA has hosted events in cities including San Francisco, Miami, Dubai, Beirut, and Ibiza, supporting its aim to deliver immersive and locally inspired gatherings in cultural hubs worldwide.
Innovative Leadership and a Data-Driven Model
Its founding team’s expertise guides RASA’s growth and international expansion. CEO Ahmad Muhaisen previously led the growth of fintech startup Tribal Credit, which secured substantial investment, providing him with a strategic approach to scaling innovative ventures. COO Tristan Petit brings experience from luxury hospitality, including his tenure at LVMH, and skills in scaling technology-driven platforms. CGO Faisal Malas, who contributed to the early growth of ClickUp, a fast-growing software company, applies his background in high-growth environments to support RASA’s expansion.
“Our tech platform has allowed us to scale efficiently by analyzing data to improve event planning and operations,” noted Faisal Malas, CGO. “It’s been instrumental in helping us adapt and deliver unique experiences across different markets.”
By combining data insights, growth strategies, and immersive technology, RASA aims to deliver memorable experiences to audiences in various settings.
Looking Ahead: RASA’s Future Expansion
With events like PIER PLAY in LA and the recent Neitherworld in London, RASA plans to expand its event model to new international markets. The company remains focused on blending creativity, community, and immersive technology to engage audiences through unique gatherings.
As RASA builds its presence in the UK and other global markets, it is positioning itself as a company dedicated to creating high-quality, immersive events that extend beyond traditional entertainment. From LA to London and beyond, RASA’s approach supports artistic expression and community connection, contributing to the evolving landscape of live events.