Marina Bay Sands Reveals New Era Of Luxury With ‘Above Beyond’ Vision And Completion Of The Exclusive Paiza Collection

Published on November 9, 2024

Marina Bay Sands unveils its new brand vision and completes the Paiza Collection, marking a major milestone in its $1.75 billion transformation into a luxury icon.

Marina Bay Sands, a global icon of luxury hospitality, has unveiled a fresh brand vision as part of its remarkable transformation, marking the completion of the Paiza Collection across its three hotel towers. This is a significant milestone in the resort’s US$1.75 billion reinvestment program, which aims to elevate the entire guest experience to new heights. This renovation underscores Marina Bay Sands’ commitment to becoming a destination that redefines luxury and hospitality.

The Paiza Collection, a sophisticated collection of suites served by Singapore’s largest team of butlers, is a core element of the resort’s ongoing transformation. Designed with exceptional attention to detail and hosted by world-class designers and craftsmen, this collection is set in the resort’s top floors, offering guests a level of luxury previously unseen in the industry.

Alongside these infrastructural upgrades, Marina Bay Sands introduces its new brand vision, “Above Beyond.” This statement captures the grandeur of the resort’s architectural achievements while also reflecting its ambition to continuously exceed guest expectations. The new brand vision will be supported by a multimillion-dollar redesign campaign executed by renowned global creatives, including Pentagram New York, Frosty, and filmmaker Celine Song.

Paul Town, Marina Bay Sands’ Chief Operating Officer, expressed, “From the start, Marina Bay Sands has always been about vision – to reshape Singapore’s tourism landscape. Our current transformation pushes the boundaries of what luxury hospitality can be, and with this new brand vision, we are setting a new standard in the industry.”

The transformation culminated in a global press event at Sands Theatre, where the announcement was made by Paul Town, alongside Sands Global Ambassador David Beckham and Chief Marketing Officer Irene Lin.

Paiza Collection: A New Pinnacle of Luxury

The Paiza Collection, which includes the most exclusive rooms and suites, marks the peak of Marina Bay Sands’ reinvention. These suites, ranging from the Chairman Suite to the Horizon Suite, offer unparalleled luxury, with each space designed to provide a lavish, residential-style experience. For instance, the Chairman Suite, at 630 square meters, is ideal for grand entertaining, featuring a massive 146″ television, a grand piano, and a private spa and gym. Other suites, such as the Presidential and Skyline Suites, offer a high-tech golf simulator or a fully equipped media room. Meanwhile, the Horizon Suite provides a sanctuary for wellness enthusiasts with its Himalayan salt wall, massage tables, and sauna facilities.

With over 1,540 new rooms and 635 suites already completed, Marina Bay Sands’ transformation continues, with the Sands Collection in Tower 3 slated for completion by mid-2025, bringing the total number of suites to 775, a major increase from the original design.

The suites feature bespoke designs and are furnished with handcrafted objects from local and international artisans, such as Fromental’s custom embroidered wall coverings, Savoir Beds’ handmade mattresses, and Bynd Artisan’s luxurious leather products, all contributing to a truly elevated experience.

A Brand Transformation Like No Other

The new “Above Beyond” brand vision is more than just a slogan—it represents Marina Bay Sands’ evolution into a true cultural and luxury icon. This vision brings a comprehensive brand redesign, including a new logo, revamped hotel amenities, and staff uniforms, all aligned with the resort’s elevated status and world-class service. Front-of-house staff are being trained according to Forbes Travel Guide standards, and the butler team has undergone intensive training at Marina Bay Sands’ exclusive Butler Academy.

Irene Lin, Chief Marketing Officer, stated, “This brand transformation is pivotal to positioning Marina Bay Sands as a global leader in luxury hospitality. ‘Above Beyond’ reflects our commitment to creating deep emotional connections with guests, providing them not just with luxury, but with unforgettable experiences.”

David Beckham, Sands Global Ambassador, also shared his excitement, saying, “Marina Bay Sands continues to evolve, and this transformation is truly exceptional. It’s a brand that strives to be the best, and that’s why it’s such an honor to be part of it.”

A Creative Visionary Collaboration

To fully express the essence of its transformation, Marina Bay Sands collaborated with an array of creative visionaries. The resort worked with design consultancy Pentagram and creative agency Frosty, alongside its in-house team, to develop a bold new visual identity and brand narrative. This is brought to life through a short film by acclaimed filmmaker Celine Song, along with compelling photography and videos featuring renowned artists like Shanghai-based fashion photographer Nick Yang and Singapore’s Khoo Guo Jie.

These visual assets will be part of an extensive global campaign, showcasing the craftsmanship and attention to detail that define the resort’s transformation, as well as the world-class luxury that guests can now expect from Marina Bay Sands.

In summary, the unveiling of the Paiza Collection and the “Above Beyond” brand vision marks the beginning of an exciting new chapter for Marina Bay Sands. With its ongoing transformation, the resort is setting new standards in luxury hospitality, further cementing its place as one of the most iconic destinations in the world.