INDEX
ABOUT
Aimed at creating a unique sanctuary in the heart of bustling Singapore that embraces a more contemplative mindset, Marina Bay Sands approached the team to revitalise their website, with the desire to supersede all other luxury brand experiences, and provide an elevated, memorable experience for their guests.
With extreme fortune, I was trusted to direct this monumental undertaking that involved dissecting the Art of Indulgence into their new visual identity across their website, that would also go on to influence their brand direction.
The result was Asian Minimalism in UI design, entwined with Extravagance in content.
Here, time slows down, and every moment is thoughtfully crafted to engage the senses and stimulate the mind.
Minimalist design is embraced by Western culture but here in Asia, it is a lifestyle, in-built in the way of living.
It eliminates any distractions from the form and function of an object. There is a straight, clean honesty to the expression of a well-thought-out minimalist design.
Minimalist interface is clean and balanced, focusing on the content and letting it flow.
A shape that effortlessly embodies subtle, sleek elegance, it was natural to use the diamond as the motif to center the visual identity, allowing the design system to be modular as it was reflected in a multitude of sizes and refracted forms.
An obsession to ornamental details was applied across all decorative elements, from how each button is uniquely and delicately designed to incorporate the motif, to how every element animates with ease and grace. The attention to detailing was essential to adding that extra touch of indulgence to the new identity.
