Singapore – Marina Bay Sands has unveiled a new brand vision and campaign as it marks a significant milestone in its US$1.75b reinvestment programme, with the completion of the exclusive Paiza Collection across all three hotel towers. This ambitious 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.
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 and beauty.
Meanwhile, to capture the power and significance of both the transformation and the multifaceted experience of the destination, Marina Bay Sands commissioned a multidisciplinary group of creative visionaries to interpret and express ‘Above Beyond’ in their own way.
The integrated resort’s new visual identity and brand world were developed in partnership with globally renowned creatives from 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, best known for her Oscar-nominated debut film Past Lives. The film presents Marina Bay Sands as a universe simmering with possibilities.
Paul Town, chief operating officer at Marina Bay Sands, said, “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. 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.”
Present during the launch event for the new brand positioning is chief marketing officer Irene Lin and Sands global ambassador David Beckham.
“Our new master brand has been a massive but critical undertaking as we chart a new direction that embraces the ever-evolving needs and aspirations of the modern traveller of today. ‘Above Beyond’ embodies our ambition to uplift Marina Bay Sands not only as a global cultural icon, but to position the integrated resort as a gamechanger in the luxury hospitality industry. Every single detail, down to the service culture among our more than 11,700-strong workforce, is imbued with our new brand DNA to create a sense of belonging and build a stronger emotional connection with our guests,” said Lin.
Meanwhile, Beckham commented, “arina Bay Sands is a truly special place – even though I’ve travelled around the world, I always look forward to coming back. A lot has changed since my last visit, and the luxury transformation of the property is truly remarkable. It is a brand that always aspires to be the best in everything it does. That is what I love most about this amazing destination, and why I’m proud to be Sands Global Ambassador.”
