SINGAPORE | Marina Bay Sands has released its bold new brand vision as part of a major milestone in its reinvestment programme.
Leading luxury hospitality icon 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 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.
Complementing the infrastructural changes, the new brand vision 'Above Beyond' will herald a new era. The statement is designed to convey both the unique height and grandeur of its iconic architecture, as well as Marina Bay Sands' unwavering ambition to surpass expectations and set new benchmarks in hospitality. 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."
First announced in 2022, the transformation has been undertaken in phases, starting with new hotel rooms and suites across its iconic three towers, premium dining experiences and lifestyle amenities. The transformation will also include the Sands SkyPark, lobby and wellness facilities.
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