Singapore’s Marina Bay Sands (MBS) 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.
The new brand vision, Above Beyond, reflects the grandeur of MBS’ iconic architecture, while also embodying its ambition to surpass expectations and set new benchmarks in hospitality. This vision is supported by a multi-million-dollar redesign and campaign to reinforce the resort’s position as a global leader in luxury destinations.
First announced in 2022, Marina Bay Sands’ transformation has been undertaken in phases, starting with new hotel rooms and suites across its three towers, 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 on the top floors that houses the 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.
The Chairman Suite comes with a 146-inch television, a baby grand piano, spa and gym facilities, and a fully stocked kitchen for dinner parties. The Presidential and Skyline Suites are fitted with a golf simulator or a media room, while the Horizon Suite is a wellness sanctuary with a Himalayan salt wall, massage tables, dry sauna, hammam shower and gym.
To date, approximately 1,540 new rooms, including 635 suites, have been completed, and refurbishment works are now focused on completing the Sands Collection in Tower 3 by 2Q2025. Once complete, there will be approximately 1,850 rooms including 775 suites.
The new brand vision aligns with the future ambitions of MBS and 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.
Front-of-house staff have also been trained to embody the ethos of the new brand – 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.
In addition, MBS has engaged a group of creative visionaries to interpret and express Above Beyond through a short film, striking visuals and one-of-a-kind experiences. As part of this multi-part campaign launch, which will run into next year, a suite of over 500 assets comprising campaign photographs and short-form videos was also commissioned, featuring globally renowned photographers.
MBS’ COO Paul Town said: “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.”
