News
PER AQUUM unveils new brand identity
Maldives.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.’
Determined 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.’
Cooking
Sun Siyam Iru Veli hosts Czech Chef Jan Punčochář for culinary residency
Sun Siyam Iru Veli part of Sun Siyam’s Privé Collection, has concluded an exclusive culinary residency with celebrated Czech chef Jan Punčochář, held from 25 July to 1 August 2026. Hosted in partnership with Colours of Maldives, the collaboration brought Chef Jan’s distinctive culinary philosophy and international expertise to Roma, the resort’s signature overwater restaurant renowned for its contemporary Italian and Mediterranean-inspired cuisine.

At the heart of the residency was an intimate Chef’s Table on 31 July, where Chef Jan presented a multi-course menu created exclusively for guests. The menu showcased Czech culinary traditions interpreted through Maldivian ingredients and island-inspired flavours, accompanied by carefully selected wine pairings designed to complement each course. Earlier in the week, a special cocktail evening on 28 July introduced Chef Jan to guests in a relaxed setting, offering them the opportunity to meet and interact with him ahead of the dinner. Throughout his residency, he also worked alongside Iru Veli’s culinary team, sharing techniques, ideas and expertise through hands-on sessions in the kitchen.

One of the Czech Republic’s most recognised culinary figures, Chef Jan is behind the acclaimed Prague restaurants U Matěje, Stůl and Šnycl. His career has been shaped by experience across leading European kitchens, including stages at Michelin-starred Hangar 7 in Austria and Tim Raue in Germany, followed by senior roles in Switzerland and Prague. Known for honest, seasonal cooking, meticulous technique and thoughtful wine pairing, he is also widely recognised as a judge on MasterChef Česko and as the host and judge of Hell’s Kitchen Česko.

“Exceptional dining is an important part of the Sun Siyam experience, and we are always looking at how we can continue to evolve it. Welcoming Chef Jan allowed us to introduce our guests to an entirely new culinary perspective while creating valuable opportunities for our own chefs to exchange ideas, techniques and inspiration. It is these meaningful collaborations that continue to elevate the experience we offer.” Remarked Masdhooq Saeed, Cluster General Manager of Sun Siyam Iru Veli and Vilu Reef.

As part of Sun Siyam Resorts’ signature chef residency programme, this collaboration held in partnership with Colours of Maldives, reflects the brand’s commitment to bringing respected culinary talent to the Maldives while creating meaningful opportunities for cultural exchange, team development and memorable guest experiences.
For more information and to book your island getaway, please visit Sun Siyam Iru Veli Offers page.
News
Heritance Aarah invites guests to ‘Unwrap Incredible’ this festive season
This December, Heritance Aarah invites guests to experience Christmas in the Maldives through a season built around anticipation, discovery and wonder. Under the theme Unwrap Incredible, the island becomes the gift itself, wrapped in ocean light, white and gold, festive flavours, family moments, wellness rituals and celebrations that unfold one beautiful surprise at a time.
From the first glow of the season, the island begins to transform. The Great Glow-Up Tree-Lighting Ceremony sets the tone on Ranba Beach, where Heritance Aarah’s white and gold Christmas tree comes alive against the Maldivian evening sky. Across the island, the festive spirit continues through sparkling gatherings, elegant dinners, beachside celebrations and moments designed to make every day feel newly unwrapped.

Highlights to look forward to:
- The Great Glow-Up Tree-Lighting Ceremony – a magical white and gold beginning to the festive season.
- Christmas Eve at Aarah – pre-dinner cocktails, gala dinners at Ranba and Ralu, an exclusive eight-course set dinner at Baani, and a midnight celebration with DJ beats, live band entertainment and Santa’s arrival.
- Brunch & Bliss – a joyful Christmas Day champagne brunch flowing from morning to afternoon.
- Lobster Feast by the Sea and Seaside Sizzle – refined beachside seafood experiences beneath the evening sky.
- Midnight Mirage – a glittering New Year’s Eve celebration with music, dancing, entertainment and island energy until late.
- Koka Kids Club – festive crafts, cookie decorating, treasure hunts, colour runs, movie nights and Christmas parties for younger guests.

The season also brings a rich programme of dining and beverage experiences. Guests can explore interactive tasting stations at Sweet Flavours of Aarah, discover tea-inspired creations, join cocktail and tiki workshops, savour rum and wine tastings, or enjoy a global street food festival on Ranba Beach.
For those seeking adventure, the lagoon becomes part of the celebration with guided snorkelling at the house reef, sunset cruises, dolphin journeys, canoe races, banana rides and sunrise fishing. Culture also takes centre stage at the Maldivian Village, where guests can discover island traditions, crafts and stories that reveal the Maldives beyond the view.

Wellness seekers can pause between celebrations with oceanfront yoga, mindfulness sessions and personalised face scan experiences at IASO Medi Spa.
This festive season, Heritance Aarah is not simply a place to celebrate. It is a place to discover. To taste, explore, gather, pause and be surprised.

At Heritance Aarah, Christmas is waiting to be unwrapped.
Action
Maldives’ Dhigurah ranked among world’s 10 most valuable beaches
Dhigurah in Alifu Dhaalu Atoll has been ranked among the world’s 10 most valuable holiday beaches, with its stretch of sand assigned an estimated value of MVR 2.9 billion (€162.7 million) in a study by luxury villa holiday specialist CV Villas.
The island placed eighth in the global ranking, ahead of Seven Mile Beach in the Cayman Islands and Copacabana in Rio de Janeiro, Brazil.
The study calculated the hypothetical cost of owning some of the world’s best-known beaches by valuing the sand as coastal land. The figures do not represent sale prices or suggest that the beaches are available for private purchase.
Dhigurah was the only Maldivian beach included in the global top 15. Known for its long sandbank and proximity to whale shark habitats in South Ari Atoll, the inhabited island has become a destination for guesthouse tourism, diving and marine excursions.
Florida’s Siesta Beach topped the global ranking with an estimated value of €1.08 billion, followed by Pampelonne Beach in France at €843 million and Praia da Falésia in Portugal at €573.2 million.
Grace Bay in the Turks and Caicos Islands was ranked fourth at €376.4 million, while Bondi Beach in Sydney completed the top five with an estimated value of €365 million.
Hannah Marshall, luxury travel destination expert and marketing manager at CV Villas, said the research highlighted the role of location in determining coastal land values.
“Everyone has a beach that means something to them, so there’s something fun about seeing what those stretches of sand might be ‘worth’ if you valued them like the land behind them,” Marshall said.
“What comes through is how much location drives the figure: a beach in St-Tropez or on Siesta Key carries a value that a quieter shore — even just as beautiful — simply won’t.”
While Siesta Beach had the highest total estimated value, The Baths on Virgin Gorda in the British Virgin Islands recorded the highest value per square metre, at €8,846. Princess Diana Beach in Barbuda was the most affordable beach assessed, at approximately €199 per square metre.
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