On Tuesday, March 11th, Sandals Resorts kicked off its highly anticipated “Made of Caribbean” global brand campaign with an unforgettable launch party at Hall des Lumières in New York City. This exclusive event, which brought together a star-studded mix of New York socialites, celebrities, influencers, and creatives, offered a vivid and immersive experience that transported attendees straight to the heart of the Caribbean.
The historic Hall des Lumières, a former bank dating back to 1918, was transformed into a tropical oasis. As guests entered the venue, they were surrounded by stunning illuminated video projections that captured the vibrancy and color of the Caribbean. The immersive 360° experience, combined with the island-inspired ambiance, was designed to showcase the essence of Sandals Resorts and its new campaign.
The evening was filled with a lively atmosphere, with guests enjoying Caribbean-inspired canapés and signature cocktails, such as the Jamaican Rum and Blue Mountain Espresso Martini. The highlight of the night was a live DJ set by Zuri Marley, the talented granddaughter of reggae icon Bob Marley, who had everyone dancing to reggae beats as vibrant Caribbean Carnival dancers entertained the crowd.
Hosted by Adam Stewart, Executive Chairman of Sandals Resorts, the event was a celebration of the brand’s Caribbean roots and its exciting new direction. As part of the “Made of Caribbean” campaign, Sandals Resorts unveiled elements of its bold new branding, which includes a fresh color palette inspired by the natural beauty of the Caribbean. The campaign, which was first previewed during the Golden Globes, reflects the essence of Sandals’ luxurious all-inclusive experiences across the Caribbean, from Jamaica to Curacao to Saint Vincent.
A wide array of notable guests graced the event, including actors Michele Hicks, Amir Arison, Lorraine Toussaint, and Ebonee Noel, as well as stars from The Real Housewives of New York City — Luann de Lesseps, Kelly Bensimon, Dorinda Medley, and Carole Radziwill. The event also saw the presence of reality TV stars like Matt James from The Bachelor, and supermodels Carol Alt and Alex Lundqvist. Guests were even transported to the event in Sandals-branded cars, which were seen cruising around the city earlier in the day, building anticipation for the grand reveal.
In addition to the excitement of the night, Adam Stewart shared the Sandals family legacy and the vision for the brand’s future, including exciting plans for its sister brand, Beaches Resorts. Among the highlights was the announcement of three new sought-after Beaches locations: Beaches Barbados, Beaches Exuma in The Bahamas, and Beaches Runaway Bay in Jamaica. Stewart also revealed the upcoming opening of the new Treasure Beach Village at Beaches Turks and Caicos, set to debut in Spring 2026.
The launch event marked a new chapter for Sandals Resorts, showcasing the brand’s commitment to enhancing the Caribbean experience for travelers and highlighting the unique qualities that make the Caribbean such a special place. Through the “Made of Caribbean” campaign, Sandals Resorts is not only celebrating its heritage but also positioning itself as a key player in shaping the future of all-inclusive luxury vacations in the Caribbean.
As the evening came to a close, guests left with a taste of the islands and a glimpse into the exciting future of Sandals Resorts, all set against the backdrop of the brand’s stunning new visual identity.
