Marina Bay Sands has unveiled a new brand vision and campaign as it marks a significant milestone in its US$1.75 billion (AU$2b) reinvestment program, including the completion of the exclusive Paiza Collection across all three hotel towers.
The ambitious transformation set out to elevate every facet of the guest and hospitality experience.
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.
In July, LATTE experienced the project firsthand. Read about the product on our visit here.
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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,” said Paul Town, Marina Bay Sands’ Chief Operating Officer.
“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.”
First announced in 2022, Marina Bay Sands’ 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.
The latest milestone is the completion of the Paiza Collection, made up of first-class rooms and suites which are unprecedented in the world of luxury hospitality and design.
Gracing the top floors and taking prime spot in the landmark address, it 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.
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.
The ‘Above Beyond’ 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.
Front-of-house staff have also been trained to embody the ethos of the new brand, leveraging the industry-first Forbes Travel Guide standards. The 160-strong Butler Services team, which features the largest butler force in Singapore, undergoes rigorous training and audit at the in-house Butler Academy.
“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,” Lin continued.
‘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.
The campaign will run into next year. For more information, see marinabaysands.com/abovebeyond
