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Luxury hospitality brand Marina Bay Sands launches a redesign to commemorate a new milestone. The ‘Above Beyond‘ campaign marks a new era for them as they launch their US$1.75 billion reinvestment programme.
This milestone was announced at a global event held at the Sands Theatre on 7 Nov. Chief Operating Officer, Paul Town hosted the event with Sands Global Ambassador, David Beckham and Chief Marketing Officer, Irene Lin.
In Town’s address at the event, he states that the vision is “designed to reshape the tourism landscape of Singapore”. He believes that this redesign is an “ambitious transformation that is pushing the boundaries of luxury hospitality”.
Their new investment comes through the new Paiza Collection — a collection of suites equipped with the largest butler team in Singapore. Initially announced in 2022, MBS has been slowly launching this new plan in phases. The latest developments include new suites: Chairman, Presidential, Skyline and Horizon suites.
Refurbishment of MBS Tower 3 will continue until the second quarter of 2025. Once completed, the Sands collection will have 1,850 rooms and 775 suites. It is an exemplary display of exclusivity. Guests will be escorted by a butler to private lifts through a discreet lobby. After which, they are led up to their premium residential-style suites. These suites are appropriately adorned with bespoke imported furniture paired with leather pieces from local crafters Bynd Artisan.
Ambassador Beckham feels that MBS is a “truly special place” and “always (looks) forward to coming back”. When asked how he would compare himself to the DNA of MBS, Beckham replies,”I would have to say hard work and team work. That’s what my whole career has been about, what my business is about and obviously what this place is all about, hard work and team work.”
The 49-year-old football icon, as a Sands ambassador, has also participated in numerous events at MBS. When asked about a must-visit spot in Singapore, he shared,”The ArtScience Museum. I must admit, there’s always something interesting going on there.”
He continues to comment on the massive changes that have happened since his last visit. He ends it off with exclaiming how proud he is to be a Sands Global Ambassador.
As MBS commits to redefining the confines of opulence, they are hailing a committed group of creatives to bring the ‘Above Beyond’ campaign to life. Among the players involved in this rebrand are Pentagram New York, Frosty and filmmaker Celine Song. They have collaborated to achieve the scale and grandeur of the hotels and the brand’s continued effort to become the number 1 global destination.
Speaking of the creative direction, Lin has chosen to cover multiple creative facets to establish what she refers to as a “brand world”. A combination of “design, film, photography, experiences and much more” will be key to cementing the MBS image to the masses.
The campaign will stretch into next year. Join the conversation on social media with #AboveBeyond and #MarinaBaySands.
Visit the Marina Bay Sands website to discover more.
