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PER AQUUM unveils new brand identity

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PER AQUUMMaldives.net.mv – PER AQUUM has revealed new phase in the brand’s evolution and the most significant development since its launch 10 years ago with a new logo, revamped visual identity and fresh hotel names. A collection of pure originals, the current portfolio reflects the elevated status of the brand featuring PER AQUUM Huvafen Fushi and PER AQUUM Niyama in the Maldives, PER AQUUM Desert Palm in Dubai and Essque Zalu Zanzibar, which is being transformed into a PER AQUUM resort.

In 2013, Minor Hotel Group (MHG), the Thailand-based hotel owner, operator and investor, entered into a joint venture strategic partnership with Universal Enterprises, PER AQUUM’s founding company based in the Maldives. As part of this strategic venture MHG and Universal are developing the brand to encompass at least five additional properties within the next five years.  The new brand identity, which is designed to lay the foundation for the expansion of the brand, was developed by MHG’s in-house team led by industry veteran and luxury hotelier, Nick Downing, VP of PER AQUUM, and Eight, the Hong Kong-based brand strategy and communications firm. In line with the rebranding and reflecting the literal translation of PER AQUUM ‘through water’, MHG and Eight created a new logo and identity inspired by the element of water, inspiration for many of the brand’s innovative concepts from the world’s first underwater spa to the world’s first underwater lounge.

‘The fact that this is the first major change to PER AQUUM’s visual identity since our launch 10 years ago is testament to the strength and longevity of the brand’s original DNA as well as the foresight of the founding company, Universal Enterprises,’ said Nick Downing, VP of PER AQUUM. ‘As we usher in this new era, we are determined to remain at the cutting edge of luxury and to continue to break the mould and challenge convention – we have a proven track record to uphold so we’re not looking for cookie cutter hotels or every day experiences. The most significant changes include the new tagline ‘Daring to be different’, a brand new logo with the monogram representing the ripples and immersive effect of a stay at a PER AQUUM hotel or resort and the renaming of the hotels under the PER AQUUM umbrella.’

Huvafen FushiDetermined to maintain PER AQUUM’s pole position at the forefront of naturally modern design, Nick recently announced the opening of Play, the second island at PER AQUUM Niyama. With 48 new villas, Play offers fresh, groundbreaking concepts including Nest, the treetop dining experience and BLU, the laid-back beachfront restaurant where Miami meets the Mediterranean, plus new facilities for every generation including the most exciting children’s club in the Maldives. MHG also announced last December that Essque Zalu Zanzibar would be transformed into the newest member of PER AQUUM’s portfolio following the completion of the first phase of the upgrade programme targeting accommodation and selected public areas. PER AQUUM will manage the resort’s operations with signature passion and imagination during the transition period whilst simultaneously driving its evolution into a PER AQUUM-branded property to be relaunched in late 2015.

In parallel with the launch of new itineraries and new experiences for guests as well as a new set of service standards, PER AQUUM’s iconic Dream Calendar is also evolving.  Surging with originality under its new identity, Pulse is PER AQUUM’s exclusive stream of avant-garde experiences from A-list affairs to intimate celebrations. Guests can immerse themselves in one-of-a-kind happenings inspired by PER AQUUM.

Eight was selected by MHG following a competitive pitch due to its strategic approach based on business intelligence and insight, its groundbreaking design concepts and its 20 year track record working with leading global brands from Apple to Montblanc to Cathay Pacific and Virgin Atlantic.  Eight has received widespread industry recognition from Cannes Lions nominations to multiple wins as Brand Consultancy of the Year.

‘‘PER AQUUM is a hospitality brand that isn’t afraid to push the envelope and the strategy encapsulated by “Daring to be Different” is a simple, emphatic expression of the company credo,’ says Bjorn Fjelddahl, Partner at Eight.  ‘We chose electric colours to mirror the hues of aquatic life and the vibrancy of the lush, green polo estate and natural environment in the UAE.  We created a signature ‘liquid’ pattern to echo the brand’s fluid personality and mystique,’ says Fjelddahl. ‘Much like the actual hotel experience, our identity hints at something sumptuously and discreetly luxurious, a hidden, ethereal world waiting to be discovered.’

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Baros Maldives sets festive calendar of dining, culture and marine experiences

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Baros Maldives will welcome guests for its festive season from 22 December 2026 to 7 January 2027, with a programme centred on the island’s natural surroundings, Maldivian heritage and a series of culinary, marine and cultural experiences.

The programme will combine Christmas and New Year traditions with activities inspired by island life, including ocean excursions, local cultural experiences, festive dining and wellbeing sessions.

The season will begin with a Christmas Tree Lighting ceremony, followed by a series of activities introducing guests to festive traditions and Maldivian culture. These will include a Christmas cookie workshop, an Ocean, Coconut & Spice cooking class, a Maldivian Heritage Evening and an Island Christmas Market.

Marine experiences will remain a central part of the festive programme. Guests will be able to join a Sunrise Nooma sailing experience, take part in fishing trips at sunrise or twilight, explore the house reef with the resort’s marine team or join a dolphin-watching cruise.

Private yacht excursions, visits to local islands and trips to Malé will also be available for guests wishing to explore beyond the resort.

Baros Maldives will also offer a series of culinary experiences throughout the festive period. These will include a Sake Pairing Dinner, a Great Gatsby-themed five-course dinner and a Champagne Dinner inspired by the Seven Seas.

Other dining experiences will include a Butcher’s Block buffet, an Omakase tasting lunch and a Master Chef Tuna Carving Show & Tasting. Guests will also be able to take part in wine discovery experiences, cocktail-making sessions and an Island Crafted Cocktails programme.

On Christmas Eve, guests will gather at The Lighthouse for a cocktail reception before continuing to Lime for the Christmas Eve Gala Dinner.

Christmas Day will feature breakfast, festive activities and time for guests to enjoy the beach, lagoon and other island experiences with family and friends.

New Year’s Eve celebrations will begin with a cocktail reception, followed by a Gala Dinner, live entertainment and the countdown to 2027.

New Year’s Day will start with a celebratory brunch, followed by a selection of wellbeing and dining experiences. These will include a beachfront degustation dinner accompanied by live violin and saxophone performances.

Younger guests will also have a dedicated programme of festive activities, including mocktail-making, Christmas cookie workshops and island-based activities designed for families and children.

Throughout the season, Baros Maldives will host live music, marine presentations, yoga and meditation sessions alongside its wider programme of dining, recreation and ocean experiences.

The festive programme is intended to reflect the character of Baros Maldives by combining Christmas and New Year celebrations with the island’s marine environment, culinary offering and Maldivian culture.

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Niva Kuramathi announces ‘A Tropical Festive Season’ for year-end celebrations

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From 21 December 2026 to 1 January 2027, Niva Kuramathi will mark the festive season with “A Tropical Festive Season”, a programme of dining, entertainment, outdoor activities and family experiences shaped around the island setting.

The programme will make use of Kuramathi’s natural surroundings, including its house reef and sandbank, alongside its 12 restaurants and seven bars.

The festivities will begin on the evening of 21 December with a Christmas Tree Lighting ceremony on the sandbank. Guests will be welcomed with drinks and live music at sunset, followed later in the evening by a traditional Bodu Beru performance.

On 28 and 29 December, the resort will host a traditional Maldivian Market, featuring Bodu Beru drumming, a folklore parade and locally made artisanal crafts.

Christmas Eve festivities

Christmas Eve celebrations will begin on the sandbank at sunset, with welcome drinks and Christmas carols. Santa Claus and his elves will also make an appearance before guests gather for a gala buffet dinner.

The evening will conclude with an outdoor screening of a classic Christmas film under the stars.

Countdown to 2027

New Year’s Eve celebrations will begin at sunset with cocktails on the sandbank.

A gala dinner will then be served across Farivalhu, Malaafaiy and Haruge restaurants before the countdown to 2027. Fireworks will mark the arrival of the New Year, while live music and DJ performances will continue at Fung Bar and Sand Bar.

Festive activities

Throughout the festive period, Niva Kuramathi will offer a programme of recreational, culinary and entertainment activities.

Guests will be able to take part in moonlit yoga sessions on the sandbank, sand sculpting, Sip & Paint evenings for couples and fire dance performances.

Sporting activities will include beach volleyball, a football match between the Niva Kuramathi team and guests, as well as kayak, pedal boat and stand-up paddleboard races.

The entertainment programme will also include wine tastings, karaoke, music trivia, live music and DJ evenings.

Cooking classes will be held at Kobe, where guests will be able to take part in sessions centred around the restaurant’s open kitchen experience.

The festive programme is designed to allow guests to participate in scheduled activities while also having the option to spend time at leisure.

The season will conclude on 1 January 2027 with a late-morning brunch and the first house reef dive of the year.

Festive programme for children

Bageecha Kids Club will host a separate festive programme for younger guests, combining recreation, creative activities and environmental learning.

Activities will include treasure hunts, splash pad games, cookie-making, arts and crafts, eco workshops, nature exploration, holiday films, karaoke, bracelet-making and gardening in the resort’s hydroponic garden.

Children will also be able to take part in scavenger hunts, mini-Olympic games, yoga and disco dancing, as well as shared lunches and dinners with other young guests.

On Christmas Eve, the programme will begin with a family photograph session, followed by gingerbread house decorating, writing letters to Santa, a palm-leaf handicraft workshop and outdoor games.

Christmas morning will feature a pyjama party with musical games and pool activities. Later in the day, families will gather at Athiri Deck to welcome Santa Claus, who will distribute gifts to children.

New Year’s Eve activities for younger guests will take place during the afternoon, with music and games around the pool followed by a children’s disco as part of the resort’s final celebrations of 2026.

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Atmosphere Core unveils ONE BANYAN Amaraa Faru as 10th Maldives resort

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Atmosphere Core, a leading hospitality company with roots in the Maldives, announces the signing of its 10th resort in the archipelago nation, ONE BANYAN Amaraa Faru An Atmosphere Hotel, Maldives, set to open in March 2027. Housed within the Atmosphere Hotels & Resorts brand, the property will be positioned under the ‘An Atmosphere Hotel’ sub-brand and will be the first resort in the ONE BANYAN series of co-branded island resorts in the Maldives bringing a distinctive and independent character to the portfolio.

Commenting on the announcement, Salil Panigrahi, Co-Founder and Managing Director of Atmosphere Core, said, “As demand for the Maldives continues to grow and diversify, we are seeing travellers seek stays that are luxurious yet tailored to their individual needs, and purchasing decisions increasingly shaped by the quality of experiences rather than amenities and services alone. With Amaraa Faru, we bring our brand ethos of ‘A New Experience Awaits’ to life, while also responding to this evolving demand. At this resort, guests can look forward to a lavish yet grounded sophistication inspired by the natural rhythm, culture and people of the islands.”

ONE BANYAN is conceived as a unique co-branded concept within Atmosphere Hotels & Resorts, designed to bring together individual resort identities while allowing each property to retain its own character. The name Amaraa Faru brings together two cultural references with ‘amaraa’ inspired by the Sanskrit word associated with eternity or immortality, while ‘faru’ means reef in Dhivehi, evoking a connection with marine life and the ocean.

The first of the series, ONE BANYAN Amaraa Faru, will offer freedom and flexibility rather than overly formal luxury. As ‘An Atmosphere Hotel’ sub brand, it is shaped by the spirit of its place, with a distinctive story, rhythm and sense of belonging. The concept is designed for today’s free-spirited explorer, responding to a growing desire for experiences that feel inspiring and have a lasting impact.

An Authentically Maldivian Setting

Promising enriching, immersive and authentic moments, ONE BANYAN Amaraa Faru will become the 9th resort worldwide within the Atmosphere Hotels & Resorts brand. It is in Kaafu Atoll, accessible via a 45-minute speedboat transfer from Velana International Airport. Framed by wide, luminous lagoons in layered shades of blue and green, the island lends itself to unhurried days by the water. Guests will have the privilege of an indulgent Holiday Plan, a signature of the Atmosphere Hotels & Resorts brand, encompassing dining, wellness, snorkelling and other tropical activities, all tailored to meet the most discerning expectations.

A Distinctive, Contemporary & Nature-Inspired Aesthetic

Aesthetics at Amaraa Faru will offer a fresh, contemporary design expression, introducing a new design language within the Atmosphere Hotels & Resorts portfolio. Rooted in the island’s surrounding marine world, the design will draw inspiration from traditional palm-leaf craftsmanship, where coconut and palm fibres are woven into functional art. This traditional craft will be reinterpreted through couture elegance, with natural materials, locally influenced textures, Art Deco touches and eco-conscious finishes layered into a soothing palette of crème and soft greens.

Guests will choose from 118 beach and overwater villas, ranging from 100 m² standard beach villas to 164 m² family beach villas and 117 m² overwater villas, each with a private pool. Fluid indoor and outdoor spaces will create effortlessly stylish retreats, inviting guests to immerse themselves in the island’s natural rhythm.

An all-day dining restaurant will anchor the culinary offering, complemented by a relaxed main pool bar and three speciality restaurants offering diverse culinary experiences, ranging from vibrant Argentinian cuisine to a charming overwater Japanese dining experience.

Additional facilities will include a sprawling kids’ club, an ocean-view gym and fitness centre, a dive and water sports centre, and a promenade-style retail space. A spa and wellness centre by the company’s award-winning brand, ELE|NA Ayur, with overwater treatment rooms, a 40 m² saltwater pool, and sauna and steam facilities will round out the resort’s facilities.

Contemporary & Intuitively Innovative Experience

Technology will be seamlessly integrated throughout the guest journey. At its heart, the resort will foster a service culture that is smart, original and elevated. Resulting in a relaxed and elegant environment — modern in spirit yet grounded in the warmth and hospitality for which the brand is known.

Amaraa Faru will also incorporate solar energy solutions, water conservation systems, and a no-plastics approach, including in-house glass water bottling, aligning with Atmosphere Core’s broader commitment to sustainability.

A New Chapter for Atmosphere Core

Founded in 2013, Atmosphere Core has built a strong presence in the Maldives with nine operational resorts across three brands and two developments in the pipeline, including ONE BANYAN Amaraa Faru An Atmosphere Hotel. The company’s international journey continues with a heritage hotel now open in India and Italy, along with plans for over 20 upcoming properties across Europe and South Asia.

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