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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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Research places Maldives among best winter sun destinations

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New research by long-haul travel specialist Travelbag has placed Malé, Maldives, among the top destinations for winter sun seekers this year. With average temperatures of 28°C and around eight hours of sunshine a day during the UK’s winter months of October to January, the capital city offers one of the warmest and most reliable escapes for those looking to leave behind grey skies.

The findings highlight Malé’s appeal not only for its climate but also for its consistently low rainfall during the winter season, averaging just 10 millimetres. While the cost of a beer in Malé is higher than in many of the other destinations listed, at an average of £3.54, the Maldives remains a leading choice for travellers seeking a balance of tropical warmth, clear seas, and relaxation.

The research reflects a broader trend in which holidays are increasingly being recognised as important for mental wellbeing, particularly during winter months. A recent survey found that half of British travellers view holidays as vital for their mental health, with winter escapes offering a chance to recharge and find respite from the seasonal gloom.

Helen Wheat, Destination Manager for Asia at Travelbag, noted that the Maldives continues to stand out for those seeking total relaxation. She explained that the country’s tropical temperatures and soft sandy beaches make it an ideal choice for unwinding, contrasting with city-based winter sun destinations where nightlife and cultural activities often take precedence.

The Maldives’ inclusion among the top ten destinations underscores its enduring reputation as a haven for travellers in search of sun and tranquillity during the colder months in the UK. For those wishing to trade winter blues for blue skies, Malé offers a dependable and inviting option.

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Sirru Fen Fushi unveils exclusive dining series with Michelin-starred talent

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Sirru Fen Fushi – Private Lagoon Resort, a secluded sanctuary in the north of the Maldives, will launch The Michelin Series this October, an exclusive celebration of gastronomy that brings some of the world’s most renowned chefs to the turquoise waters of Shaviyani Atoll. The event will give guests a rare opportunity to enjoy a unique dining experience led by internationally distinguished culinary talents.

The Michelin Series will debut with a line-up featuring Chef Tristan Brandt, Chef Valentino Cassanelli, and Chef Jean-Philippe Blondet. Together with the resort’s Executive Chef Girish Sharma, they will create exclusive four-hand dinners and multi-course signature menus at Azure. Guests will be able to watch the chefs bring their creations to life in the open kitchen, set against the turquoise sea in a relaxed, bohemian atmosphere.

This series forms part of the resort’s Sirru Icon Series, a curated programme of high-profile collaborations across gastronomy, fitness, wellness, astronomy and more. Each collaboration is designed to immerse guests in experiences that inspire and engage.

Chef Tristan Brandt will appear on 28 and 30 October 2025. Known for his contemporary French cuisine infused with international influences, Brandt is the culinary mind behind the one Michelin-starred Tambourine Room in Miami Beach. His residency will include both a collaborative four-hands dinner with Chef Girish and a standalone four-course menu showcasing his signature style.

Chef Valentino Cassanelli will follow on 8 and 10 December 2025. Head Chef of the Michelin-starred Lux Lucis at Principe Forte dei Marmi in Italy, Cassanelli is recognised for his modern interpretation of Tuscan cuisine. His residency will feature a four-hands dinner with Chef Girish, offering a journey through Tuscan flavours elevated with creativity.

On 3 January 2026, Chef Jean-Philippe Blondet, Chef Patron at Alain Ducasse at The Dorchester in London, will present his philosophy of seasonal, ingredient-driven haute cuisine. In collaboration with Chef Girish, he will lead a one-night dining experience at Sirru Fen Fushi.

Executive Chef Girish Sharma described the vision behind the series as an effort to create more than just dinners, but experiences that celebrate craftsmanship, culture and connection. He emphasised that working alongside such esteemed chefs would allow the team to design menus that surprise and inspire, leaving lasting memories in one of the world’s most remarkable settings.

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Medhufushi Island Resort marks National Day with Maldivian heritage showcase

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Medhufushi Island Resort recently marked Maldives National Day with an immersive celebration of Maldivian heritage, transforming the resort grounds into a living museum that reflected the country’s cultural roots. The event recreated the atmosphere of a traditional island village and offered guests the chance to experience authentic island life through interactive activities, performances, and storytelling.

The resort team constructed a replica village featuring ancestral-style houses and traditional architecture that demonstrated the resourcefulness of early island communities. Guests explored the structures and learned how Maldivians adapted to their environment over generations. The experience was enhanced by a variety of activities, including food stalls that served traditional dishes, demonstrations of local craftsmanship, and opportunities to take part in games once enjoyed by island families. Musical traditions were brought to life with the sounds of Bodu Beru drums, where visitors not only observed but also participated alongside local performers.

Cultural performances formed the highlight of the evening, with local women presenting traditional dances that narrated stories of island life and men delivering energetic Bodu Beru drum sessions. Guest participation was strong, with many joining in the dances and trying their hand at drumming. One visitor remarked that it felt like stepping into another time and described learning Bodu Beru from locals as an unforgettable experience.

Resort Manager Iyaz explained that the event is organised annually to preserve and share Maldivian heritage with visitors, noting his pride in the team for creating such an engaging showcase and expressing gratitude to the guests for their enthusiasm.

The celebration reflects the resort’s ongoing commitment to promoting cultural preservation through tourism, ensuring that traditional practices remain visible and valued. By offering authentic experiences, Medhufushi Island Resort connects guests with the history and identity of the Maldives while supporting sustainable tourism.

This annual showcase serves not only as entertainment but also as a bridge between past and present, reinforcing the importance of cultural continuity. Through initiatives such as these, the resort demonstrates how tourism can help protect traditions and foster community pride, enabling visitors to leave with more than memories of beaches and scenery, but with a deeper understanding of the people and heritage of the Maldives.

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