By: Matt Emma

On October 4th, 2025, a golden Saturday in Los Angeles, the Santa Monica Pier—synonymous with California iconography—was reimagined in a new way. As the sun dipped below the horizon, its boardwalk became a cinematic stage for PIER PLAY, an experiential festival of sound, creativity, and community designed by the globally inspired event studio, RASA.

“This is our third event at the Santa Monica Pier in twelve months, and we hope this marks the beginning of our continued collaboration with the Pier and City of Santa Monica,” remarked Ahmad Muhaisen, Co-Founder and CEO of RASA.

Drawing an estimated 3,000 guests from across the world, the event ran from 3:30 PM to 10 PM, blending art, music, and immersive storytelling into what became an unforgettable day-to-night celebration. At its heart was a mission to rekindle the spirit of Los Angeles through global culture, shared experiences, and innovative brand activations.

“We have one of the iconic landmarks in the world as our backyard, and sometimes we take that for granted,” added Muhaisen. “For that reason, we decided to showcase its potential to the world—highlighting it as one of the exciting destinations for people to travel, connect, and rediscover Los Angeles.”

A Global Soundtrack on the Pacific

The music journey was curated to uplift, connect, and inspire. Featuring Shimza, Nandu, Layla Benitez, Henri Bergmann, Talon, Lubo Hang, and MALAS, the lineup included Afro-house rhythms to melodic techno, painting a soundscape as expansive as the ocean beside it.

As the day transitioned into twilight, the pier pulsed with an energizing atmosphere. The synergy between artists and crowd created an environment that was both cinematic and deeply intimate—hallmarks of RASA’s immersive approach.

Central to the musical and aesthetic vision was RASA Co-Founder Faisal Malas, a respected curator and music visionary. His commitment to connecting global artists and crafting emotionally resonant moments made the evening feel carefully curated, if not timeless.

PIER PLAY showcased RASA’s signature blend of luxury, artistry, and storytelling—demonstrating Malas’s ability to translate creative vision into transformative, real-world experiences that continue to expand RASA’s cultural influence.

Brands That Did More Than Show Up

PIER PLAY was more than just a music event—it was a multi-sensory brand playground. Each activation was designed not just to entertain, but to engage meaningfully with guests and align with RASA’s mission of purposeful experience.

Beam Suntory, the Japanese beverage powerhouse and main sponsor, curated custom bar experiences with Haku Vodka, Roku Gin, and Maker’s Mark. Their -196 Japanese seltzer activation—a nostalgic whack-a-mole game—delighted attendees with branded prizes and became one of the evening’s talked-about moments.

Coca-Cola elevated both GA and VIP zones with distinct activations. In GA, guests enjoyed photo booths, tastings, and giant Jenga. The VIP area shimmered with disco balls, neon signage, and custom claw machines, offering exclusive giveaways like sunglasses, bottle openers, and lip balms.

In VIP, Love.com created a lounge that felt like a retreat—infused with positivity, plush décor, and community-driven activations that aligned with RASA’s inclusive ethos.

Mac Barber, founder of KYE, brought edge and creativity with on-site haircuts under the pier lights. Nearby, UNDO offered a “spin-the-wheel” hangover prevention activation, while Lunautics had guests shimmering into the night with their glitter and gem glam station.

Dear Caviar added a luxurious touch: complimentary caviar bumps for select guests in the backstage area, reinforcing RASA’s love for the unexpected.

And for those looking to move between sets, Huupe’s interactive basketball challenge in the GA zone kept things active and competitive, with a chance to win one of their smart backboards.

Perhaps the innovative partnership came from AlphaTheta (formerly Pioneer), which provided select creators with DJ gear in advance, offering tutorials on how to mix and play. This activation empowered self-expression and creativity, and was closely aligned with RASA’s mission to democratize artistry.

“All these efforts to bring captivating brands that elevate the experience for our guests are also reflected in our proprietary software,” said Tristan Petit, Co-Founder and COO of RASA. “It allows guests to sign up seamlessly, and for us to better understand who they are—where they come from, what keeps them coming back, and how we can communicate their feedback to our brand partners. It’s about shaping a new kind of experience: one that’s both playful and purposeful.”

More Than an Event—A Movement

From golden hour to final beat, PIER PLAY embodied everything RASA stands for: community, curation, and culture. It wasn’t just another beachside party—it was a global gathering with soul.

RASA is in the process of setting a new standard for live experiences—where brand partnerships aren’t just sponsors, but storytellers, where technology supports human connection. And where every guest leaves not just entertained, but inspired.

As they continue to reimagine what’s possible at the intersection of artistry and innovation, events like PIER PLAY signal a shift towards a future where every gathering becomes a chance to connect more deeply—with place, with people, and with possibility.