Marina Bay Sands has launched its new brand vision, ‘Above Beyond,’ in celebration of reaching a significant milestone in its $1.75 billion reinvestment program. This milestone is marked by the completion of the exclusive Paiza Collection across its three hotel towers, a step towards elevating guest and hospitality experiences.
The Paiza Collection, consisting predominantly of suites serviced by Singapore’s largest butler team, is a key part of the resort’s brand and service elevation transformation. The new brand vision, ‘Above Beyond,’ is meant to convey the unique height and grandeur of its iconic architecture and Marina Bay Sands’ ambition to surpass expectations in hospitality.
A multi-million-dollar brand redesign and campaign were designed in-house and executed by world-class creatives, including Pentagram New York and Frosty. These efforts aim to cement the resort’s place as one of the leading destinations in the world.
Marina Bay Sands’ transformation, announced in 2022, involves new hotel rooms and suites across its three towers, premium dining experiences, lifestyle amenities, and enhancements to Sands SkyPark, lobby, and wellness facilities. The latest milestone is completing the Paiza Collection, comprising first-class rooms and suites.
The resort’s transformation also includes a brand overhaul. ‘Above Beyond’ seeks to build on the resort’s legacy and elevate its status as an iconic, world-class destination. The new branding aligns with Marina Bay Sands’ future ambitions and reflects the physical makeover the property has undergone.
Marina Bay Sands worked with a multidisciplinary group of creatives to interpret and express ‘Above Beyond’. The resort’s new visual identity was developed with international design consultancy Pentagram, creative agency Frosty, and the Marina Bay Sands in-house creative team. The campaign launched today and will continue into next year.
