Samer grew up in Riyadh, Saudi Arabia and moved to his native Beirut, Lebanon in 1994. He left Beirut a few days after graduating from the American University of Beirut and moved to his current home of Dubai.
The First Seven Years in the UAE: Samer spent a short nine months at Impact/BBDO Dubai in 2004, then left the agency and founded Chillout|Corporate in 2005; a joint venture with Chillout Productions, the UAE's most awarded live events agency. Samer is credited with founding the Dubai Comedy Convention and producing the Dubai Film Festival for several years. Samer brought disruptive LED wristband tech Xylobands to the Middle East, tying up with Jay Z, Rihanna, Pharrell, Coldplay & others.
The Next Seven Years in the UAE: In 2011, Samer shifted focus from live events to hospitality, taking with him seven years of entertainment experience and a social network big enough to make his endeavours a big hit from day one. He is most known for creating the highly disruptive nightlife brands Republique (2011) and Stereo Arcade (2015). Both were incredibly popular in their own right & earned him a reputation as being a disruptive concept creator. He also co-founded Couqley Dubai (2015,) a French bistro franchise from Beirut, and helped launch it in Dubai. His latest concept, Akiba Dori opened in Dubai Design District in May 2018 and is expanding the brand to KSA in 2019. He ended 2018 on the Caterer Middle East Power 50 List in the Independents category, a fitting inclusion for a person of his character.