The Iconic Integrated Resort Welcomes Brand and Destination Upgrade, Leveraging World-Class Creative Power to Launch New Brand Positioning
SINGAPORE, Nov. 7, 2024 /PRNewswire/ -- Marina Bay Sands, an icon in the luxury hospitality industry, has unveiled a new brand vision and brand campaign, marking a major milestone in its US$1.75 billion reinvestment program, which includes a complete upgrade of the exclusive The Paiza Collection guest rooms in all three hotel towers. The ambitious renovation program is designed to enhance the guest and hotel service experience across the board, transforming Marina Bay Sands into a destination of excellence beyond imagination.
The Paiza Collection rooms, comprised primarily of suites and serviced by Singapore's largest butler team, are a key part of Marina Bay Sands' multi-year brand and service upgrade transformation. The integrated entertainment destination has brought together some of the world's leading designers and artisans to create a new world of luxury.
In addition to upgrading its infrastructure, the hotel has unveiled a new brand vision, "Boundless Excellence," heralding the beginning of a new era. The logo is designed to convey the distinctive height and grandeur of Marina Bay Sands' iconic architecture, as well as its ambition to exceed expectations and set new benchmarks in the hospitality industry. The multimillion-dollar redesign of the brand's identity and the branding campaign, which was developed and executed by world-class creatives such as New York-based Pentagram, Frosty, and acclaimed Korean-Canadian director Celine Song, underscores Marina Bay Sands' commitment to solidifying its position as the world's leading integrated entertainment destination. to strengthen its position as the world's leading integrated entertainment destination.
Since its inception, Marina Bay Sands has had a forward-looking vision to reshape Singapore's tourism landscape," said Paul Tun, Chief Operating Officer of Marina Bay Sands. Since opening in 2010, we have repeatedly exceeded expectations and become one of the most successful integrated entertainment destinations in the world. Today, we are entering a new phase of development and our ambitious upgrade program is leading the way in the luxury hospitality industry. The new brand vision and hotel renovations come at an opportune time as they not only reflect our vision, but further refine it and set the tone as we enter our next phase of growth."
Paul Dun joined Marina Bay Sands Global Ambassador David Beckham, and Chief Marketing Officer Irene Lin to announce the milestone at a global press conference held at the Sands Theater.
Toward a New Peak of Luxury with the Creation of the Royal Plaque Collection of Rooms
First announced in 2022, Marina Bay Sands will undergo a phased upgrade, beginning with the creation of new hotel rooms and suites within its iconic three towers, as well as upgraded dining experiences and amenities. The renovation program also includes upgrades to the Sands SkyPark, lobby and wellness facilities.
The latest milestone is the inauguration of the Royal Plaque Collection of rooms and suites, a new breakthrough never before seen in luxury hospitality and design.
Located on the top floors of the landmark building and in prime locations, these rooms and suites offer a first-class lodging experience and include the Chairman's Suite, Presidential Suite, Skyland Suite and Sky Suite. Guests arrive at the hotel through an intimate reception lobby with private elevators and are escorted by a personal butler to the lavish residential-style suites. The Presidential Suite is a 630 square meter suite designed for grand entertaining events, featuring a 146-inch television, baby grand piano, spa and fitness facilities, and a fully equipped kitchen for gala dinners.
The Presidential and Skyland Suites are equipped with state-of-the-art golf simulators (covering more than 45 renowned golf courses) or an entertainment video room with over 300,000 karaoke songs. The Sky Suites, on the other hand, are a wellness sanctuary that pampers the mind and body with a Himalayan salt wall, massage beds, dry sauna, hammam and gym.
To date, some 1,540 new rooms, including 635 suites, have been completed and all original design rooms have been replaced. Renovation work is now focused on completing the Sands Collection in Building 3, which is expected to be completed in the second quarter of 2025. Upon completion, the hotel will have approximately 1,850 guest rooms, including 775 suites, which will be a significant increase from the original 180 suites.
All of the suites, while varying in style, reflect a commitment to design excellence with bespoke designs and are crafted in partnership with leading local and international artisans, with each item being a carefully selected piece of craftsmanship.
The suites feature bespoke hand-embroidered wall coverings by Fromental UK and mattresses by Savoir Beds of Wales. The mattress brand is known for centuries of traditional handcrafted production, filled with multiple layers of hand-rolled horsetail, Mongolian yak hair and pure cashmere. Custom leatherwork by local craft brand Bynd Artisan adds a touch of class to the suite.
"Boundless Excellence Everywhere
The new pinnacle of the luxury experience goes hand in hand with the brand upgrade." Excellence Without Boundaries" highlights the timelessness, spirit and vibrancy of this integrated entertainment destination, building on its existing legacy and further elevating its status as an iconic world-class destination.
The new brand vision echoes Marina Bay Sands' ambitious goals for the future, reflecting its dedication to its high-end clientele and the physical upgrades it has undertaken to expand and enhance its range of products and services.
All aspects of the brand, from the brand identity and website to hotel amenities, key cards, brand experience and staff uniforms, were redesigned to elevate the brand experience to the highest level of quality and aesthetics.
The hotel's front desk staff were also trained to embody the spirit of the new brand and adopt the industry's first Forbes Travel Guide standards. The 160-strong team of Singapore's largest butler service undergoes rigorous training and assessment at the in-house Butler Academy.
Creating a new master brand is a daunting and vital task as we chart a new course to meet the changing needs and aspirations of the modern traveler," said Chief Marketing Officer Lin. 'Boundless-Excellence' embodies our ambitious goal to not only elevate Marina Bay Sands as a global cultural icon, but also to position it as a change agent in the luxury hotel industry. Every detail, right down to the service culture of our more than 11,700 employees, is infused with our new brand DNA to create a sense of belonging and a stronger emotional connection with our guests."
According to David Beckham, "Marina Bay Sands is a truly special place. Even though I have traveled all over the world, I still look forward to visiting again. So much has changed since my last visit, and the hotel's lavish transformation is truly remarkable. This is a brand that strives to be the best at everything it does. Because of this, I love this amazing destination and am proud to be a Marina Bay Sands Global Ambassador."
Global Creative Team
To demonstrate the power and significance of Marina Bay Sands' upgraded and multifaceted experiences, Marina Bay Sands commissioned a multidisciplinary group of creative visionaries to interpret and express the concept of "Excellence without Boundaries" in a unique way.
Marina Bay Sands collaborated with world-renowned creatives from international design consultancy Pentagram and creative agency Frosty, as well as its in-house creative team, to create a new visual identity and brand universe for the integrated entertainment destination.
The story of the upgrade is brought to life through bold graphic design, intriguing short videos, compelling visuals and unique experiences.
At the center of the launch is a series of stories, the first of which is directed by acclaimed Korean-Canadian director Celine Sohn, whose debut film Past Lives was nominated for an Oscar. The short film presents Marina Bay Sands as a universe of infinite possibilities.
During the campaign, the hotel also commissioned world-renowned Shanghai-based fashion photographer Nick Yang, Singaporean photographers Khoo Guo Jie, Juliana Tan, Jovian Lim and Stefan Khoo, and director Xun Huang, to shoot more than 500 pieces of footage, including event photos and short videos. In addition, there are 10 short videos showcasing the craftsmanship and excellence behind the interior design details.
Says Lin, "Modern brands are no longer defined by just a campaign or key visuals, but are built by creating a complete 'brand world' and expressing the emotions and connotations of the brand through storytelling from multiple perspectives. Today, we have the honor of presenting the richness of emotions embedded in our new brand through design, film, photography, and experiences."
The brand campaign launches today and will continue into next year.
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