When Marina Bay Sands debuted in 2010, it made a bold statement against Singapore’s landscape. It defied expectations but also captured the world’s imagination in ways few could have anticipated. But to achieve greater heights, even the iconic must evolve. Fourteen years later, the resort is embarking on its most ambitious transformation yet by unveiling a new brand vision: Above Beyond.
More than a tagline, Above Beyond is a promise, a tribute to guests, and a commitment to always exceed expectations. “We want to move beyond being just about the product. Our goal is to forge a deeper, more emotional connection with our guests,” said Irene Lin, chief marketing officer of Marina Bay Sands. “When we first started this process two and a half years ago, Marina Bay Sands was sometimes about the pool, sometimes about the hotel, sometimes the mall, and sometimes the restaurants. The fact is, the whole thing is Marina Bay Sands—so, with this destination rebranding, we’re pulling everything together.”
View more photos of the experience at the Paiza Collection
Paul Town, chief operating officer of Marina Bay Sands, added: “This brand transformation is about something much more than the architecture. We want to be known for what’s inside the building as well. We want to have these deeply enriching experiences both inside and outside the property—something a lot more holistic.”
With its USD1.75 billion reinvestment programme, every touchpoint of the resort has been elevated, from its enhanced website to reimagined staff uniforms. The crowning achievement of this transformation is the completion of the Paiza Collection across all three towers of Marina Bay Sands. The collection is an integration of ultra-luxurious, residential-style rooms and suites accessed through discreet lobbies and private lifts. Inside, the suites feature indulgent additions such as state-of-the-art golf simulators and karaoke media rooms. The Horizon Suite, in particular, is a wellness sanctuary unto itself, featuring a Himalayan salt wall, massage tables, a dry sauna, a hammam shower, an ice well, and private gym. Even the smallest elements in these rooms carry the weight of refined luxury—remote control holders are made from fine leather by Singapore’s Bynd Artisan; the walls bear hand-embroidered coverings by United Kingdom’s Fromental; and Savoir beds from Wales promise a good night’s rest like no other.
The Paiza Collection is also serviced by the largest butler force in Singapore, who are trained at an exclusive in-house academy. These professionals provide more than impeccable service—they curate deeply personalised and unique experiences tailored to each guest. The journey is marked by exceptional care and attention from the moment guests arrive via a limousine, and every experience is catered to their desires, whether they wish to immerse themselves in the resort’s on-property offerings or bespoke off-property adventures, like private yacht charters. “That level of customisation makes it very hard for the competition to imitate,” Lin said.
The next phase of transformation at Marina Bay Sands includes plans of expanding the hotel lobby and enhancing the iconic Skypark observation deck. The dining scene will also feature a new fine-dining Chinese restaurant on level 55, overlooking the stunning view of Marina Bay. A significant investment in wellness is also on the horizon, with a potential spa in the works. “In reality, our work will never be done—this is a race to the starting line,” Lin added.
A prominent figure in the world of luxury and a global cultural icon, David Beckham, has been a Sands global ambassador since 2013 and has witnessed the property’s remarkable transformation over the years. “Marina Bay Sands is like family. I travel so much and it’s nice to be somewhere that feels like home,” Beckham said during a launch event at the resort recently. Throughout Marina Bay Sands’ rebranding journey, its transformation has been driven by its bold ambition to embrace risks. Lin explained: “It takes a certain amount of character to do that. I think David actually embodies a lot of that DNA for us. His career has seen a series of sharp decisions, and those are the sort of sharp decisions that we’re trying to make today to get to a path that are just as accessible.”
Town concluded: “If we can reach a point where guests walk away thinking, ‘That was just an amazing total experience that I just had’, but can’t call out one particular element as the thing that did it for them, I think we’ve done our job. The same way David Beckham is not just a footballer, we’re not just an infinity pool.”
Lead image: Where luxury meets legacy: The Paiza Collection at Marina Bay Sands elevates hospitality with residential-style sanctuaries featuring bespoke amenities and Singapore’s largest butler force, setting new standards in ultra-luxury accommodation.
