The resort celebrates its brand and destination transformation; draws on world-class creatives in the launch of its brand positioning.
Marina Bay Sands has unveiled a new brand vision and campaign as it marks a significant milestone in its US$1.75 billion reinvestment programme, with the completion of the Paiza Collection across all three hotel towers. This transformation, designed to elevate every facet of the guest and hospitality experience, was driven by a singular vision to create a destination that transcends imagination.
The Paiza Collection comprising mostly suites and served by Singapore’s largest butler team-forms a key part of Marina Bay Sands’ multi-year transformation towards brand and service elevation, as the integrated resort draws on the world’s best designers and craftsmen to create a new land of luxury.
Complementing the infrastructural changes, the new brand vision ‘Above Beyond’ will herald a new era. A multi-million-dollar brand redesign and campaign envisioned in-house and executed by world-class creatives including Pentagram New York, Frosty and acclaimed filmmaker Celine Song, articulates the resort’s ongoing ambition to cement its place as one of the leading destinations in the world.
“From inception, Marina Bay Sands had a forward-looking vision, designed to reshape the tourism landscape of Singapore. Since our opening in 2010, we have defied expectations again and again, and become one of the most successful integrated resorts in the world,” said Paul Town, Marina Bay Sands’ Chief Operating Officer. “We are now at the next stage of development with our ambitious transformation that is pushing the boundaries of luxury hospitality. The new brand vision and property refurbishment is timely as it mirrors and complements this vision, setting the tone as we enter the next phase of growth.”
The milestone was announced at a global press event held at Sands Theatre on November 7 by Town, together with Sands Global Ambassador David Beckham and Chief Marketing Officer Irene Lin.
The new pinnacle in luxury experiences comes in tandem with a brand transformation. ‘Above Beyond’ celebrates the timelessness, spirit and energy of the integrated resort, building on the existing legacy and elevating its status as an iconic, world-class destination.
The new brand vision aligns with the future ambitions of Marina Bay Sands and reflects the physical makeover that the property has undergone to broaden and elevate its range of product and service offerings, with the premium customer in mind.
Every aspect of the brand, from its logo and website to hotel amenities, key cards, branded experiences and uniforms worn by staff, has been redesigned to elevate the brand experience to the highest levels of quality .
The resort’s new visual identity and brand world were developed in partnership with international design consultancy Pentagram and creative agency Frosty, together with the Marina Bay Sands in-house creative team.
Through bold graphic identity, an evocative short film, striking visuals and one-of-a-kind experiences, the story of this transformation has been brought to life. At the heart of this launch is a set of stories, the first of which is expressed by acclaimed filmmaker Celine Song, The film presents Marina Bay Sands as a universe simmering with possibilities.
First announced in 2022, Marina Bay Sands’ transformation has been undertaken in phases, starting with new hotel rooms and suites across its three towers, dining experiences and lifestyle amenities. The transformation will also include the Sands SkyPark, lobby and wellness facilities.
The top floors houses the most opulent accommodation including the Chairman, Presidential, Skyline and Horizon Suites. Guests arrive via a discreet lobby with private lifts and are escorted to their palatial, residential-style suites by their personal butler.
At 630 square metres, the Chairman Suite has a 146″ television, a baby grand piano, spa and gym facilities, and a fully stocked kitchen for dinner parties. The Presidential and Skyline Suites are fitted with a state-of-the art golf simulator – loaded with over 45 renowned golf courses – or a media room with over 300,000 karaoke songs. The Horizon Suite is a pampering wellness sanctuary with a Himalayan salt wall, massage tables, dry sauna, hammam shower and gym.
To date, approximately 1,540 new rooms, including 635 suites, have been completed, and all rooms from the original design have been retired from inventory. Refurbishment works are now focused on completing the Sands Collection in Tower 3 by the second quarter of 2025. Once complete, there will be approximately 1,850 rooms including 775 suites – a significant increase from the original number of 180 suites.
