David Beckham endorses Marina Bay Sands’ new brand vision of “Above Beyond”

No matter how many times you visit Marina Bay Sands, there’s always something new to discover. My trip to the resort this time is to discover the hospitality icon’s spanking new brand vision, “Above Beyond”. 

This new chapter aligns with the resort’s recent revamp with a priority on delivering the best premium services. The refreshed look also translates to many of the resort’s visual identity assets, including the Marina Bay Sand’s logo, key cards, and even the staff uniforms and more. 

The rebranding initiative was officially announced at a press conference held at the Sands Theatre recently, with a special appearance from Marina Bay Sands’ global ambassador, David Beckham. 

Irene Lin, Marina Bay Sands’ chief marketing officer, said, “Our new master brand has been a massive but critical undertaking as we chart a new direction that embraces the ever-evolving needs and aspirations of the modern traveller of today. ‘Above Beyond’ embodies our ambition to uplift Marina Bay Sands not only as a global cultural icon but to position the integrated resort as a game-changer in the luxury hospitality industry.”

On what exactly is encompassed in the rebranding, she added, “Every single detail, down to the service culture among our more than 11,700-strong workforce, is imbued with our new brand DNA to create a sense of belonging and build a stronger emotional connection with our guests.”

And David Beckham has certainly experienced it first-hand. “Marina Bay Sands is a truly special place – even though I’ve travelled around the world, I always look forward to coming back. A lot has changed since my last visit, and the luxury transformation of the property is truly remarkable. It is a brand that always aspires to be the best in everything it does. That is what I love most about this amazing destination, and why I’m proud to be a Sands Global Ambassador,” he said. 

Part of this new look is also the redesign of the resort’s Paiza Collection, a series of residential-style suites that is meant to define the very meaning of ultra-luxury living. The tastefully designed suites highlight modern design with the comforts of home. 

The number of details put into the design and furnishings of the Paiza Collection is highly impressive. From the porcelain bowls and chopsticks in the mini-bar (for those late-night ramen cravings) to the karaoke function on the TV, you’ll discover everything you need and more right at your fingertips. 

For those seeking a discreet stay, there’s even a private entrance with dedicated lifts. Paiza Collection guests also get access to the Paiza Sky Residence, a swanky private club lounge with sweeping views of the city’s skyline. As to your personal requests, your 24-hour butler team is always on hand to ensure that they’re fulfilled. Now, that’s what we call attention to detail. 

This story was originally published on The Peak Malaysia.