What we’ll cover in this newsletter:

To founders, creative entrepreneurs, and creators: there’s less than two weeks left to apply for a three-day transformative retreat in Mexico City designed to set the stage for your best year yet! This is your chance to work on your goals, collaborate with other creatives, and bring your visions to life in an inspiring environment.

Read more about the retreat and apply to attend here.

Casablanca Beverly Hills: Through the Lens of An Immersive Retail Space

Casablanca founder and artistic director Charaf Tajer, reimagines retail as a growth strategy, transforming the brand’s new Beverly Hills store into a cultural hub. By merging immersive design with a custom sound system that places music at the core of the brand, Tajer shows how physical spaces can build community, deepen identity, and turn storefronts into platforms for creative connection.

Read more about the launch and design of his new storefront here.

Saint Laurent Transforms Its Paris Boutique Into a Living Gallery

Saint Laurent’s new Paris flagship isn’t just a store, it’s an immersive experience. With museum-quality furniture, curated artworks, and spaces designed for hospitality, the boutique turns shopping into a cultural journey. It’s a clear example of how experiential retail can elevate brand identity, engage clients, and transform storefronts into creative platforms.

To see why brands are turning their retail spaces into immersive and experietianl storefronts, read more about it here.

Voice of Hind Rajab Screening

New York members - you’re invited to an exclusive screening of Voice of Hind Rajab, followed by a live Q&A with director Kaouther Ben Hania and acclaimed writer/director Lena Dunham on Thursday, December 18th at 8pm. RSVP details can be found in your member perks in Shams Club.

Spaces are limited, so sign up and reserve your spot soon!

Shana Releases First Ever Arabic Single La B3eed

Lebanese singer songwriter Shana, released her first ever single in Arabic titled, La B3eed which is out now and cane be streamed here on Spotify.

Take an exclusive look with Between East into Shana’s journey of rediscovering and reconnecting with her roots, leading her pivot into the artist she is now becoming.

How to Build a $100 Million Brand From a Personal Need

Iranian founder of Salt & Stone, Nima Jalali breaks down how identifying and solving a personal problem led to building a $100 million brand, emphasizing product-first thinking, customer iteration, and authentic storytelling. Click on the episode below to hear more about how he built a brand that has lasting trust and sustainable growth. 

The Dream Bigger Podcast: Ro Trivedi, Founder of Pietra

After building his career at top tech companies like Microsoft and Uber, Ro Trivedi founded Pietra, a platform helping creators and brands launch product lines with ease. In his insights for students and founders, he emphasizes gaining real-world experience, experimenting boldly, and choosing investors who align with your mission.

If you’re enjoying this content and want more access to insights and to connect with a community of creators and founders, we’d love to invite you to become a Shams Club member. This is where we go in depth on topics to help you grow and have live chats so you can connect with others. Learn more and join Shams Club here.