Rising over the spectacular, glittering waterfront of the island city of Singapore, Marina Bay Sands represents the pinnacle of luxury hospitality. Designed by Safdie Architects, the integrated resort encompasses three iconic towers with a hotel with approximately 1,850 rooms, capped by a garden SkyPark and the world’s most breathtaking infinity pool. The property also includes an ArtScience Museum, a state-of-the-art theater, a convention center, and exhibition halls, and an exceptional array of shopping and dining, set against a backdrop of public parks and greenery. A stunning success since its opening in 2010, Marina Bay Sands has become a global icon of Singapore and the defining element in the city’s skyline.
Marina Bay Sands is now reaching a significant milestone in a US $1.75 billion revitalization that is designed to elevate every facet of its guest and hospitality experience. As part of the transformation, Pentagram and the Marina Bay Sands brand team have developed a new brand vision. The program introduces a new wordmark, a family of bespoke typefaces, and a vibrant color palette inspired by the resort's unique location. A new brand message of “Above Beyond” celebrates the timelessness, spirit, and energy of Marina Bay Sands, building on its legacy and repositioning the resort as a new standard of luxury.
The visual identity was developed in partnership between Pentagram, the Marina Bay Sands in-house brand team, and the agency Frosty. The Pentagram designers, led by partner Michael Gericke, collaborated closely with leadership at Marina Bay Sands, including Chief Marketing Officer Irene Lin and Brand Vice President Sorcha John.
The branding conveys refined modern luxury with a timeless elegance, rooted in Singapore’s culture, with a contemporary Asian sensibility.
At the center of the new brand vision is an elegant wordmark with letterforms shaped to express the graceful curves and lines of the iconic architecture. The vision incorporates Marina Bay Sands’ symbol––a distilled visual representation of the building’s distinctive silhouette.
The brand campaign, created by Marina Bay Sands and Frosty in collaboration with acclaimed filmmaker Celine Song, represents the true creative ambition of this bold transformation. Expressing the new brand world in a disarmingly sensitive way, the campaign is uncharacteristic of the tropes of the hospitality category.
“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 traveler of today,” says Irene Lin. “ ‘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.”
Along with the brand message of “Above Beyond,” the creative teams used the principle of duality to guide the development of the visual language. Reflecting the “East meets West” ethos, the idea recognizes that seemingly opposite forces can complement one another and captures the multifaceted spirit of Marina Bay Sands.
“Modern brands are not defined by one campaign or key visual––they are built through the creation of whole ‘brand worlds,’ multifaceted expressions of feeling and place through storytelling. Today, our destination is proud to unveil the many emotive facets of our refreshed brand through design, film, photography, experiences, and much more,” says Irene Lin.
A new photographic direction with an editorial point of view expresses the atmosphere of incomparable luxury and iconic architecture, balanced with harmony and well-being. This is captured with evocative images by Shanghai-based fashion photographer Nick Yang and Singapore-based photographers and directors Khoo Guo Jie, Juliana Tan, Jovian Lim, Stefan Khoo, and Caleb Huang. At the heart of this launch is a set of stories, with the first story “A Place Beyond Time’” expressed by Celine Song, best known for her Oscar-nominated debut film Past Lives. The film presents Marina Bay Sands as a universe simmering with possibilities.
