SHOMA Quarterly.
The flagship quarterly magazine of Shoma Group, a publication worthy of a $6 billion, thirty-eight-year legacy in Miami real estate. Co-authored by Masoud Shojaee, CEO and Chairman, and Stephanie Shojaee, President. Not a sales tool. Not a brochure. The editorial voice of Miami's most narrative-driven development firm, bound, printed, and designed to last.
Two visions.
One house.
Shoma is not led by one person. It is led by a founder who has built South Florida for nearly four decades, and a president who has turned that body of work into a design-forward cultural brand. The magazine is authored by both, because the story is authored by both.
Masoud Shojaee
You founded Shoma Group in 1988 with a hands-on thesis that has never changed: take personal responsibility for every single project. Thirty-eight years later, that principle still governs every site, every specification, every signature.
Under your leadership, Shoma became the first developer to build in Doral, amassing nearly 55 acres of mixed-use development in a neighborhood no one believed in yet. CityPlace Doral. Sanctuary Doral. The Flats. Park Square. Doral View. The Manor. Across thirty-eight years, Shoma has delivered more than 10,000 homes and condominiums, over one million square feet of retail and office space, and $6 billion in completed transactions, always with the same discipline: put people first, supervise personally, refuse to cut corners.
The press calls you "a central figure in the economic development of Miami." The market calls you one of the most respected names in South Florida real estate. Your buyers call you something simpler: the reason they are proud to say they live in a Shoma home.
"Miami is a city that thrives on reinvention. With Shoma Bay, we are not simply building residences; we are creating an experience that mirrors the energy, culture, and ambition of this city."— Masoud Shojaee, CEO & Chairman
Stephanie Shojaee
You joined Shoma in 2013 as Chief Marketing Officer, and within your first years, you took a $300 million project everyone told you not to touch, rebuilt the marketing from scratch, and sold it out in record time. That became the template: Shoma's work had always been exceptional; under your direction, its brand voice became equally so.
In March 2022, you were appointed President of Shoma Group. Together with Masoud, you re-framed a Florida institution known for construction precision into a design-forward, consumer-oriented brand with editorial authority. Shoma Bay, the $410 million waterfront tower in North Bay Village. Ponce 8, the first Live Local Act project in Coral Gables. 550 Shoma Orlando. Shoma Bazaar, named Miami's best food hall. Every launch now moves with a new level of cultural confidence.
Your tenure on Bravo's Real Housewives of Miami introduced the brand to a national audience of millions, and turned a reality-television season into a multi-month cultural moment for Shoma. Your thesis is simple: "If you're not memorable, you basically become invisible." The magazine is the permanent platform that makes sure Shoma never is.
"Early on, I had a vision for the company to evolve into a lifestyle-driven brand. When I joined, our marketing felt outdated. I trusted my instincts, revamped the entire campaign, and it became one of our most successful launches."— Stephanie Shojaee, President, to Forbes
"A true power couple who have made a significant mark on South Florida's residential and commercial development landscape."— Forbes, on Masoud & Stephanie Shojaee
Why a house of this scale
needs its own magazine, now.
A name that already
belongs to the house.
Four issues.
One year.
A quarterly cadence, Autumn, Winter, Spring, Summer, aligned to Miami's two selling seasons, Art Basel, and Shoma's own project milestones. Each issue lives three months. It stays on the coffee table. It sells while it sits there.
What's inside
the launch issue.
the Thirty-Eight Years.
- Joint Editor's Letter, Masoud & Stephanie Shojaee
- The Origin: Masoud Shojaee, 1988 to 2026, a visual timeline
- A long-form dual portrait of Masoud and Stephanie together
- "The Engineer and the Publisher", the partnership essay
- Inside the 40,000 sq ft Coral Gables headquarters
the Flagship Cover Project.
- Shoma Bay at delivery, original architectural photography
- The 333-unit waterfront tower, floor by floor
- The Wine Club, the Rolls-Royce Cullinan, Pebbles Spa
- The Armani Bathroom Collection, a design conversation
- Publix as the anchor tenant: the modern mixed-use argument
the Miami Thesis.
- The Doral Essay, a Masoud-led feature on the 55-acre bet
- North Bay Village transformed, an urbanism portfolio
- The Ponce 8 preview, Coral Gables, rising
- The Colombia-to-Miami buyer journey
- 550 Shoma Orlando, Shoma beyond South Florida
the Closing Word.
- Shoma Bazaar, inside Miami's best food hall
- Editorial brand features: Armani Casa, Adriana Hoyos, Rolls-Royce
- Stephanie on Bravo, on brand, on being impossible to ignore
- A portrait of a Shoma buyer, from signature to move-in
- The Closing Note, what comes in Issue 02
Where the right readers
find it.
- Miami luxury condominium buyers, $750K – $5M+
- Latin American international buyers, Colombia, Argentina, Brazil, Mexico
- New York and California relocators to South Florida
- Miami's design, architecture, and cultural community
- South Florida brokerage community & design professionals
- Developers, architects, and commercial real estate principals
- Art Basel Miami Beach and Design Miami attendees
- Bravo and Netflix viewers of Stephanie's national platform
- Luxury brand partners seeking the Miami UHNW audience
(print + digital, bilingual)
The object itself.
Not a brochure.
The visual grammar of SHOMA is aligned to the existing Shoma Group identity, the same typographic family Shoma already speaks in online and in print, extended to magazine scale. Pure white, warm gray, and black. Classical serif display paired with a modern sans for body. The magazine reads like a serious contemporary monograph, architectural, bilingual, printed to last.
White, warm gray, charcoal, black. The palette Shoma already uses on every touchpoint from the Coral Gables HQ to the Shoma Bay sales gallery. No accents, no noise, the quiet confidence of a brand that has earned the right to restraint.
The magazine inherits Shoma Group's existing typographic voice, a reader picking up SHOMA recognizes the house immediately, without the logo ever appearing.
Confident, bilingual, documentary. Not aspirational, factual. Shoma does not need to perform ambition. It builds it.
Every feature runs in English with Spanish key pull-outs, reflecting the actual reader. Long captions. Named architects, named craftsmen, named materials.
Two voices on the masthead: Masoud's engineering precision, Stephanie's brand authority. The editorial north of every issue.
Format: 230 × 300 mm, portrait, the scale of a serious contemporary quarterly
Paper: 170 gsm coated matte interior + 350 gsm cover, soft-touch laminate, spot UV on masthead, blind-debossed "SHOMA" monogram
Pages: 120–140 per issue
Binding: Perfect bound, black cloth spine with blind-embossed SHOMA monogram, visible thread stitching
Architectural photography in the contemporary monograph tradition, wide tonal range, natural Miami light, no HDR, no filters. Buildings photographed as they live, not as they are sold.
Portraits of Masoud, Stephanie, buyers, and partners shot in the work, on site, in the amenity spaces, at Shoma Bazaar. Confident, documentary, editorial.
Interiors, materials, and details photographed as still life, the Armani fixtures, the Adriana Hoyos millwork, the Rolls-Royce in the porte-cochère.
A dual portrait of Masoud and Stephanie Shojaee, photographed together at the Coral Gables headquarters in a quiet, documentary style. All-white styling, neutral palette, architectural stillness. The cover treats them the way the magazine treats them inside: as the two authors of the house.
The main cover line names the real story of Issue 01: Thirty-Eight Years of Miami. Four side stories frame the feature inside: Shoma Bay at last, the fifty-five-acre bet in Doral, the House of Shojaee, and the brand rebuilt.
From Issue 02 onward: the cover evolves, the masthead and cover plate remain constant, the signature of the series.
The cover,
deconstructed.
Issue 01 is the magazine's mission statement in public. The cover does not sell a product, it introduces a house. That is why the subjects are Masoud and Stephanie, photographed together at the Coral Gables headquarters in quiet, documentary style. No hard sell. No skyline. Just the two authors of the firm, the way the publication will treat them inside.
The main cover line, Thirty-Eight Years of Miami, does the work a launch cover must do: it names the achievement that justifies the magazine existing in the first place. Every other developer publication describes a market. This one describes a timeline only Shoma can claim.
The four side stories read as an editorial table of contents visible before the reader has opened a page:
- Shoma Bay, at Last. The $410M flagship, photographed at delivery.
- Doral: The Fifty-Five-Acre Bet. The founder's long essay on the neighborhood he built.
- Inside the House of Shojaee. The dual portrait of the partnership.
- The Brand, Rebuilt. The President's essay on reinvention and voice.
Together, the cover argues before a single page is turned: this is a firm with a past worth remembering, a present worth photographing, and a future written by both of its founders.
The Pilot Issue.
A complete first issue: editorial strategy, bilingual writing, full design direction and layout, photography direction, and a premium digital edition. Everything required to launch SHOMA as the permanent flagship publication of Shoma Group. The pilot issue is the proof of concept. It is also the object that transforms Shoma's marketing from campaign-by-campaign into institutional.
delivered to press.
A 120 to 140 page bilingual editorial object, fully written, designed, directed, and delivered print-ready. Produced to the standard of a contemporary architectural monograph, finished to the standard of a serious quarterly.
Print production: Quoted separately, based on confirmed printer specifications. Suggested run of 4,000 to 6,000 bilingual copies, with finishing choices (soft-touch laminate, spot UV, blind debossing on masthead, black cloth spine) selected with Shoma's team.
Payment schedule: 40% upon agreement, 30% at design approval, 30% upon delivery of print-ready files.
Recurring issues: Once the brand system is established with Issue 01, subsequent issues (Issues 02 through 04) are produced at $ 28,000 per issue, covering items ii through vi. Annual retainer pricing available for all four issues per year with a locked quarterly calendar.
What Issue 01
says.
In 1988, I founded this company with one principle: take personal responsibility for every project. Thirty-eight years, ten thousand homes, and six billion dollars later, that principle has not changed. In 2013, Stephanie joined the firm. In 2022, she became President. Together we have rebuilt a Florida institution known for construction precision into a design-forward cultural brand. This magazine is the next chapter, not a sales tool, not a brochure, but a quarterly record of the work, the city, and the people who build both. Welcome to Issue One.
In a world built for scale,
we were built for something else.
The Timeless Concept was founded on a single conviction: true editorial excellence cannot be mass-produced. It has to be authored, one publication, one brand, one client at a time, by people who still believe the work is worth doing properly.
Why we are different.
Most creative agencies are built to grow, to add seats, fill pipelines, and turn editorial into a production line. We are not. The Timeless Concept is deliberately a small studio, structured to work on a handful of projects at a time, each one chosen because it deserves the full weight of our attention.
For a house like Shoma, a firm that has spent thirty-eight years refusing to cut corners on its buildings, the logic is the same one you apply every day on your sites. You cannot mass-produce a Shoma home. You cannot mass-produce a Shoma magazine either.
The studio is the work of Laine de Abreu, personally. Every strategic choice, every headline, every layout decision, every photographic brief is made by the same hand that signs the proposal. There is no junior team behind the curtain. The client talks to the author.
The savoir-faire we bring.
The studio's reach is intentionally international. We have lived and worked across multiple cultures, in several languages, and we bring that fluency into every project we take on. For a Miami publication that speaks simultaneously to South Florida, Latin America, and the domestic U.S. luxury market, that cross-cultural ear is not a bonus. It is the entire editorial instrument.
We understand why a European reader opens a magazine differently from an American one, and how to make a single publication work for both. We have worked with private luxury houses and cultural institutions that each demanded a slightly different voice.
SHOMA is exactly the kind of project the studio was built for: a legacy client, a cultural moment, and the room to do it right.
The Timeless Concept was born, a space dedicated to creating exceptional projects that bring depth, context, and beauty to our readers. Every publication is an invitation to slow down, to appreciate the artistry of design, and to immerse yourself in something truly meaningful. A company like Shoma, thirty-eight years of discipline, ten thousand homes, a founder and a President who still sign every decision, deserves a publication that is made the same way it builds: with intention, by hand, and to last. That is the work I want to do. That is the work I believe SHOMA should be.
Let's build
the SHOMA magazine.
This proposal is a starting point. We would be honored to meet at the Coral Gables headquarters with Masoud and Stephanie, to refine the concept, walk Shoma Bay at delivery as the magazine's first editorial subject, and align on a production timeline for Issue 01 to launch in Autumn 2026.
Coral Gables, Florida
Bilingual Magazine
Autumn 2026
This entire proposal, its concept, title, editorial direction, visual identity, content, and strategic architecture, is the exclusive intellectual property of The Timeless Concept.
The magazine title SHOMA — The Quarterly, all editorial concepts, section names, distribution strategy, visual identity guidelines, typography system, color palette, and every element contained within this document are fully protected under international intellectual property law, including copyright, trade dress, and unfair competition protections.
Any reproduction, adaptation, transmission, or use, in whole or in part, in any form or by any means, without the prior, express, written consent of The Timeless Concept is strictly prohibited and will constitute an actionable infringement. This includes, without limitation, any attempt to develop, produce, or commission a similar magazine project with a third party based on concepts, structure, or positioning contained herein.
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