City of Dreams

City of Dreams marked a defining milestone with the launch of its new brand chapter, “Be A Dreamer”, representing the resort’s first-ever celebrity-led brand narrative and a bold evolution of its long-term brand promise, “Dream Beyond.” The campaign redefined luxury destination storytelling by seamlessly fusing celebrity influence, contemporary art, immersive experiences, and large-scale integrated communications into one cohesive brand moment. On March 9, City of Dreams officially announced acclaimed actor Mr. Jing Boran as Global Brand Ambassador and internationally renowned ballet artist Ms. Tan Yuan Yuan as Friend of the Brand, signaling a strategic shift toward aspirational yet culturally resonant storytelling. On March 10, the brand new chapter was unveiled through an immersive launch event anchored by “Dream Entrance,” Daniel Arsham’s largest artwork ever created, tailor-made for City of Dreams as a physical embodiment of the brand promise “Dream Beyond.” The sculptural installation features two hollow heads with labyrinthine interiors, blending Eastern and Western symbolism to represent consciousness, imagination, and the boundless pursuit of dreams.

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