MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

The iconic integrated resort celebrates its brand and destination transformation; draws on world-class creatives in the launch of its brand positioning.

SINGAPORE, Nov. 7, 2024 /PRNewswire/ -- Leading luxury hospitality icon Marina Bay Sands has unveiled a new brand vision and campaign as it marks a significant milestone in its US$1.75 billion reinvestment programme, with the completion of the exclusive Paiza Collection across all three hotel towers. This ambitious transformation, designed to elevate every facet of the guest and hospitality experience, was driven by a singular vision to create a destination that transcends imagination. 

Experience the full interactive Multichannel News Release here: https://www.multivu.com/marina_bay_sands/9299351-en-marina-bay-sands-unveils-above-beyond-brand-identity

The Paiza Collection – comprising mostly suites and served by Singapore's largest butler team – forms a key part of Marina Bay Sands' multi-year transformation towards brand and service elevation, as the integrated resort draws on the world's best designers and craftsmen to create a new land of luxury.

Complementing the infrastructural changes, the new brand vision 'Above Beyond' will herald a new era. The statement is designed to convey both the unique height and grandeur of its iconic architecture, as well as Marina Bay Sands' unwavering ambition to surpass expectations and set new benchmarks in hospitality. A multi-million-dollar brand redesign and campaign envisioned in-house and executed by world-class creatives including Pentagram New York, Frosty and acclaimed filmmaker Celine Song, articulates the resort's ongoing ambition to cement its place as one of the leading destinations in the world.

"From inception, Marina Bay Sands had a forward-looking vision, designed to reshape the tourism landscape of Singapore. Since our opening in 2010, we have defied expectations again and again, and become one of the most successful integrated resorts in the world," said Paul Town, Marina Bay Sands' Chief Operating Officer. "We are now at the next stage of development with our ambitious transformation that is pushing the boundaries of luxury hospitality. The new brand vision and property refurbishment is timely as it mirrors and complements this vision, setting the tone as we enter the next phase of growth."

The milestone was announced at a global press event held at Sands Theatre today by Town, together with Sands Global Ambassador David Beckham and Chief Marketing Officer Irene Lin.

Reaching a new pinnacle of luxury with the Paiza Collection

First announced in 2022, Marina Bay Sands' transformation has been undertaken in phases, starting with new hotel rooms and suites across its iconic three towers, premium dining experiences and lifestyle amenities. The transformation will also include the Sands SkyPark, lobby and wellness facilities.

The latest milestone is the completion of the Paiza Collection, made up of first-class rooms and suites which are unprecedented in the world of luxury hospitality and design.

Gracing the top floors and taking prime spot in the landmark address, it houses the most opulent accommodation including the Chairman, Presidential, Skyline and Horizon Suites. Guests arrive via a discreet lobby with private lifts and are escorted to their palatial, residential-style suites by their personal butler.

At 630 square metres, the Chairman Suite is designed for entertaining on a spectacular scale, with a 146" television, a baby grand piano, spa and gym facilities, and a fully stocked kitchen for dinner parties. The Presidential and Skyline Suites are fitted with a state-of-the-art golf simulator — loaded with over 45 renowned golf courses — or a media room with over 300,000 karaoke songs. The Horizon Suite is a pampering wellness sanctuary with a Himalayan salt wall, massage tables, dry sauna, hammam shower and gym.

To date, approximately 1,540 new rooms, including 635 suites, have been completed, and all rooms from the original design have been retired from inventory. Refurbishment works are now focused on completing the Sands Collection in Tower 3 by the second quarter of 2025. Once complete, there will be approximately 1,850 rooms including 775 suites — a significant increase from the original number of 180 suites.

While distinct in their own way, all suites share a commitment to design excellence, featuring bespoke designs and objects co-created with the finest local and international artisans, each carefully chosen for their dedication to craft.

These include the United Kingdom's Fromental with its bespoke hand-embroidered wall covering, and Savoir Beds from Wales, known for its mattresses constructed by hand using centuries-old techniques and filled with layers of hand-teased horse tail, Mongolian yak wool and pure cashmere. Bespoke leather products by local crafters Bynd Artisan add an additional touch of class to the suites.

Above Beyond in every way

The new pinnacle in luxury experiences comes in tandem with a brand transformation. 'Above Beyond' celebrates the timelessness, spirit and energy of the integrated resort, building on the existing legacy and elevating its status as an iconic, world-class destination.

The new brand vision aligns with the future ambitions of Marina Bay Sands and reflects the physical makeover that the property has undergone to broaden and elevate its range of product and service offerings, with the premium customer in mind.

Every aspect of the brand, from its logo and website to hotel amenities, key cards, branded experiences and uniforms worn by staff, has been redesigned to elevate the brand experience to the highest levels of quality and beauty.

Front-of-house staff have also been trained to embody the ethos of the new brand, leveraging the industry-first Forbes Travel Guide standards. The 160-strong Butler Services team, which features the largest butler force in Singapore, undergoes rigorous training and audit at the in-house Butler Academy. 

"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 gamechanger in the luxury hospitality industry. 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," said Lin.

Added Beckham: "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 Sands Global Ambassador."

A global collective of creative visionaries

To capture the power and significance of both the transformation and the multifaceted experience of the destination, Marina Bay Sands commissioned a multidisciplinary group of creative visionaries to interpret and express 'Above Beyond' in their own way.

The integrated resort's new visual identity and brand world were developed in partnership with globally renowned creatives from international design consultancy Pentagram and creative agency Frosty, together with the Marina Bay Sands in-house creative team.

Through bold graphic identity, an evocative short film, striking visuals and one-of-a-kind experiences, the story of this transformation has been brought to life. At the heart of this launch is a set of stories, the first of which is expressed by acclaimed filmmaker Celine Song, best known for her Oscar-nominated debut film Past Lives. The film presents Marina Bay Sands as a universe simmering with possibilities.

As part of this multi-part campaign launch, a suite of over 500 assets comprising campaign photographs and short-form videos was also commissioned, featuring globally renowned Shanghai-based fashion photographer Nick Yang, Singapore-based photographers Khoo Guo Jie, Juliana Tan, Jovian Lim and Stefan Khoo, as well as director Caleb Huang. Another 10 video vignettes showcase the superb craftsmanship and savoir faire behind the curation of interior design details.

"Modern brands are not defined by one campaign or key visual - they are built through 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," added Lin. 

The campaign launches today and will run into next year.

For more information on Marina Bay Sands' "Above Beyond" campaign, go to www.marinabaysands.com/abovebeyond or join the conversation on social media with #AboveBeyond and #MarinaBaySands.

About Marina Bay Sands Pte Ltd

Since its opening in 2010, Marina Bay Sands has stood as an architectural marvel and the crown jewel in Singapore's skyline. Home to the world's most spectacular rooftop infinity pool and approximately 1,850 rooms and suites, the integrated resort offers exceptional dining, shopping and entertainment choices, complete with a year-round calendar of signature events.

Marina Bay Sands is dedicated to being a good corporate citizen to serve its people, communities and environment. It drives social impact through its community engagement programme, Sands Cares, and leads environmental stewardship through its global sustainability programme, Sands ECO360.

For more information, please visit www.marinabaysands.com

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

MARINA BAY SANDS UNVEILS 'ABOVE BEYOND' BRAND VISION AS IT REACHES NEW MILESTONE IN LUXURY TRANSFORMATION

- SK hynix to showcase technological capabilities, participating in the world's largest consumer electronics show, CES 2025, from January 7-10

- Featuring a wide range of products driving the AI era, from HBM, the core of AI infrastructure, to next-gen memories like PIM

- Company to present new possibilities in the AI era through technological innovation and provide irreplaceable value

SEOUL, South Korea, Jan. 3, 2025 /PRNewswire/ -- SK hynix Inc. (or "the company", www.skhynix.com) announced today that it will showcase its innovative AI memory technologies at CES 2025, to be held in Las Vegas from January 7 to 10 (local time).

A large number of C-level executives, including CEO Kwak No-jung, CMO (Chief Marketing Officer) Justin Kim and Chief Development Officer (CDO) Ahn Hyun, will attend the event. "We will broadly introduce solutions optimized for on-device AI and next-generation AI memories, as well as representative AI memory products such as HBM and eSSD at this CES," said Justin Kim. "Through this, we will publicize our technological competitiveness to prepare for the future as a 'Full Stack AI Memory Provider¹'."

¹Full Stack AI Memory Provider: Refers to an all-round AI memory provider, which provides comprehensive AI-related memory products and technologies

SK hynix will also run a joint exhibition booth with SK Telecom, SKC and SK Enmove, under the theme "Innovative AI, Sustainable Tomorrow." The booth will showcase how SK Group's AI infrastructure and services are transforming the world, represented in waves of light.

SK hynix, which is the world's first to produce 12-layer HBM products for 5th generation and supply them to customers, will showcase samples of HBM3E 16-layer products, which were officially developed in November last year. This product uses the advanced MR-MUF process to achieve the industry's highest 16-layer configuration while controlling chip warpage and maximizing heat dissipation performance.

In addition, the company will display high-capacity, high-performance enterprise SSD products, including the 'D5-P5336' 122TB model developed by its subsidiary Solidigm in November last year. This product, with the largest existing capacity, high power and space efficiency, has been attracting considerable interest from AI data center customers.

"As SK hynix succeeded in developing QLC² (Quadruple Level Cell)-based 61TB products in December, we expect to maximize synergy based on a balanced portfolio between the two companies in the high-capacity eSSD market" said Ahn Hyun, CDO at SK hynix. The company will also showcase on-device AI products such as 'LPCAMM2³' and 'ZUFS 4.0⁴,' which improve data processing speed and power efficiency to implement AI in edge devices like PCs and smartphones. The company will also present CXL and PIM (Processing in Memory) technologies, along with modularized versions, CMM(CXL Memory Module)-Ax and AiMX⁵, designed to be core infrastructures for next-generation data centers.

²QLC: NAND flash is divided into SLC (Single Level Cell), MLC (Multi Level Cell), TLC (Triple Level Cell), QLC (Quadruple Level Cell), and PLC (Penta Level Cell) depending on how much information is stored in one cell. As the amount of information stored increases, more data can be stored in the same area.

³Low Power Compression Attached Memory Module 2 (LPCAMM2): LPDDR5X-based module solution that provides power efficiency and high performance as well as space savings. It has the performance effect of replacing two existing DDR5 SODIMMs with one LPCAMM2.

⁴Zoned Universal Flash Storage (ZUFS): A NAND Flash product that improves efficiency of data management. The product optimizes data transfer between an operating system and storage devices by storing data with similar characteristics in the same zone of the UFS, a flash memory product for various electronic devices such as digital camera and mobile phone.

⁵Accelerator-in-Memory based Accelerator (AiMX): SK hynix's accelerator card product that specializes in large language models using GDDR6-AiM chips

In particular, CMM-Ax is an groundbreaking product that adds computational functionality to CXL's advantage of expanding high-capacity memory, contributing to improving performance and energy efficiency of the next-generation server platforms⁶.

⁶Platform: Refers to a computing system that integrates both hardware and software technologies. It includes all key components necessary for computing, such as the CPU and memory.

"The changes in the world triggered by AI are expected to accelerate further this year, and SK hynix will produce 6^th generation HBM (HBM4) in the second half of this year to lead the customized HBM market to meet the diverse needs of customers," said Kwak Noh-Jung, CEO at SK hynix. "We will continue to do our best to present new possibilities in the AI era through technological innovation and provide irreplaceable value to our customers."

About SK hynix Inc.

SK hynix Inc., headquartered in Korea, is the world's top-tier semiconductor supplier offering Dynamic Random Access Memory chips ("DRAM"), flash memory chips ("NAND flash"), and CMOS Image Sensors ("CIS") for a wide range of distinguished customers globally. The Company's shares are traded on the Korea Exchange, and the Global Depository shares are listed on the Luxemburg Stock Exchange. Further information about SK hynix is available at www.skhynix.com, news.skhynix.com.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

SK hynix to Unveil 'Full Stack AI Memory Provider' Vision at CES 2025