Florencia Masri: co-founder of Rimas Producciones and president of Falcon Properties
Florencia Masri was born on January 23, 1973, in Buenos Aires, Argentina. From an early age, she traveled frequently between Buenos Aires and New York. She also spent time in Montreux, Switzerland, for her studies and traveled extensively due to her father’s professional obligations. The only child of Carmen and Elias Masri, she was raised in a demanding environment. As a child, she dreamed of becoming a singer. She always loved music, singing, reading, history, and archaeology.
In 1978, when she was just five years old, her father founded Falcon Properties, a real estate company operating in both Buenos Aires and New York. This led to her spending at least five months each year in New York. She attended primary school at the United Nations International School and graduated in 1990. In 1995, she earned a degree in French Art and Economics from Columbia University.
Florencia’s first job was in 1994 as an assistant at The Argentine-American Chamber of Commerce. She later joined Sotheby’s in the jewelry department, and upon graduating, she entered the family business. Her first role at Falcon Properties was on the administrative and accounting side in 1996.
That same year, she married David Zaga, her first husband and the father of her eldest children, Alejandro and Sofía. In 2009, she met her current husband, Juan Martín Molinari, with whom she has three younger children: Mateo and twins Tomás and Felipe.
In 1997, she became Director of Falcon Properties. And in 2018, driven by her deep love for the arts, she co-founded Rimas Producciones with Ricky Pashkus and her son Alejandro Zaga Masri. Their first project was acquiring the rights and producing A Chorus Line, which was later restaged two more times in Buenos Aires, followed by other musical theater productions such as Kinky Boots, I Love You, You’re Perfect, Now Change, and The Boys in the Band.
As a mother of six, Florencia has always led a very active life. Beyond her business responsibilities, she has been involved in multiple philanthropic projects. These include the Youth Musical Theater Company and CENATEM (National Musical Theater Contest), two initiatives created by Ricky Pashkus a decade ago and adopted by Rimas Producciones in 2018.
In February 2020, Florencia officially became President of Falcon Properties. In addition to evaluating new acquisitions, analyzing finances and markets, and overseeing the strategy and management of their buildings, she has focused on improving operational efficiency, profitability, and brand value.
Florencia has always been committed to education. In 2021, she supported the launch of IAM (Instituto Argentino de Musicales), a musical theater school co-directed by Ricky Pashkus and Fernando Dente, as well as Didipro, a training platform for those who wish to work behind the scenes in production and direction.
That same year, she led the expansion of Rimas Producciones to Spain, a move that brought her great satisfaction due to the business growth it represented. Their first European project was Kinky Boots, which premiered in Madrid in October 2021 and was restaged on April 27, 2022, at Teatro Calderón.
Beyond theater and education, Florencia’s passion for the audiovisual world has led her to develop new projects. She produced her first feature film, Cuando la miro, the directorial debut of Julio Chavez, filmed in 2021 and currently in post-production. She is also involved in Vedette, a TV series currently in script development, honoring talented women in show business.
Present and future
Florencia is constantly active, driven by her love of creation and her eagerness to explore new artistic territories. Among her future goals are expanding further into audiovisual production, launching IAM in Spain, and eventually entering the Mexican market—one of the most important Spanish-speaking entertainment markets.
Career highlights
Theater production
In 2018, Florencia co-founded Rimas Producciones with Ricky Pashkus and Alejandro Zaga Masri. Together, they work to promote and sustain the performing arts. Even during the COVID-19 pandemic, they continued investing in the arts while ensuring safety protocols were followed. Rimas acquired the rights and produced A Chorus Line (three times in Buenos Aires), Kinky Boots (twice), I Love You, You’re Perfect, Now Change, and The Boys in the Band. In 2021, they expanded to Spain with Rimas Europe, debuting with Kinky Boots.
Vision and values
Florencia is particularly drawn to productions that carry a meaningful message. In the case of Kinky Boots, themes such as family expectations, gender identity, empowerment, friendship, resilience, and transformation deeply resonate with her. Though she honored her strong family legacy, she also chose to pursue her passion for the arts through Rimas.
Audiovisual production
In 2021, Florencia produced Cuando la miro, Julio Chavez’s directorial debut, which he also co-wrote with Camila Mansilla and stars alongside Marilú Marini. In 2022, production began on a documentary about a renowned international restaurant, and script development is underway for a new audiovisual series.
Education
Florencia is deeply invested in education. Alongside her partners at Rimas, she launched IAM, a school for musical theater artists, and Didipro, which trains stage managers, executive producers, technical directors, playwrights, and performers who want to self-manage their artistic projects.
Social inclusion
As co-founder and director of Rimas, she promotes projects with strong social impact, such as a youth theater company offering free artistic training to children aged 8 to 17, and CENATEM, a national contest that awards playwrights and composers.
Real estate
After earning her degree in 1996 and gaining experience in legal, financial, and auction sectors, Florencia began working at Falcon Properties, the company founded by her father more than 40 years ago. Since 2020, she has served as President, overseeing asset acquisition, sales, market evaluation, and financial analysis. She is currently restructuring the company for greater efficiency and continuity, honoring her late father’s legacy while preparing for future expansion.