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.’
News
Milaidhoo Maldives marks decade milestone with week-long anniversary celebration
Milaidhoo Maldives marks a defining milestone this year as it celebrates 10 years of barefoot informality, heartfelt hospitality and deeply personal island stories in the heart of the Maldives.
To mark this occasion, the Milaidhoo Family invites guests, friends and loyal guests to join a week-long anniversary celebration from 23rd to 29th November 2026, a carefully curated journey through the experiences, people and traditions that have shaped the island over the past decade.
Set within the UNESCO Biosphere Reserve of Baa Atoll, Milaidhoo was born as a sanctuary of reinvented luxury, where connection matters more than convention and where every experience is shaped by nature, culture and human warmth. Ten years on, it remains a place defined not by grandeur, but by meaning – a home for those who seek the true Maldives.
This anniversary celebration reflects the essence of Milaidhoo: intimate, soulful and guided by the rhythm of island life. Each day has been thoughtfully designed to celebrate the pillars that define the island: ocean, well-being, gastronomy, culture and community – bringing them together in a week of shared moments and meaningful encounters.
Days begin with champagne sunrise cruises aboard Saima, the traditional dhoni, followed by guided snorkelling across the flourishing house reef and immersive marine conversations that reflect Milaidhoo’s long-standing commitment to ocean stewardship. Coral planting experiences invite guests to leave a lasting contribution to the reef that sustains the island.
At Serenity Spa, restorative rituals unfold throughout the week, from breathwork journeys to sound healing, embracing the island’s philosophy of wellbeing, where stillness and simplicity become the greatest luxuries of all.
Culinary experiences take centre stage, celebrating both Maldivian heritage and global artistry. Highlights include a Maldivian night at Azure, a traditional Malaafaiy feast at Ba’theli and a 10-course Japanese-inspired wine-pairing dinner at Chef’s Table. The celebrations culminate on 29th November 2026 with the “10 years, 10 food stalls” gala dinner, followed by live entertainment and fireworks over the Indian Ocean.
“This milestone is not only a celebration of Milaidhoo but also of every guest, colleague and friend who has become part of our story,” said Paul van Frank, General Manager. “Milaidhoo has always been shaped by genuine connection and this week is our way of honouring the shared memories that have brought this island to life over the past 10 years.”
Exclusive anniversary experiences will also be available throughout 2026, including A decade of you, a romantic celebration designed for couples marking milestone wedding anniversaries in decades – 10, 20, 30 years and beyond – with meaningful island moments that reflect their journey together; and 10 years, 10 nights, 10 privileges, an immersive Milaidhoo journey featuring a collection of bespoke experiences personally curated by the Milaidhoo Family.
As Milaidhoo enters its next chapter, its essence remains unchanged: a sanctuary of island soul, where guests arrive as visitors and leave as part of something far more enduring.
Milaidhoo invites the world to return home and to celebrate not just 10 years of history, but the beginning of many more stories still to be written.
Explore the full programme of celebrations and experience 10 years of Milaidhoo island soul, beautifully brought to life.
Action
Angsana Velavaru invites guests to explore quieter side of Maldives
There is a quieter side to the Maldives, one found beyond the familiar rhythm of overwater escapes and sunset rituals. In Angsana Velavaru, the ocean becomes more than a backdrop. It becomes part of the journey itself.
With Sun, Sea & Fishing in Velavaru, guests are invited to discover an island experience shaped by adventure, wellbeing and a meaningful connection to the nature. Thoughtfully curated for travellers who wish to balance exploration with relaxation, the experience combines the exhilaration of deep-sea fishing with the restorative calm of island living in the heart of the Indian Ocean.

As dawn unfolds across unique turquoise lagoons, mornings begin with gentle cruises over calm waters, where the sea reflects the changing colours of the sky. Later, the rhythm shifts as guests venture further offshore for a guided big game fishing experience, embracing the anticipation and excitement of the open ocean. Between each adventure, moments of stillness await, from unwinding beside the water to reconnecting with slower pace of island life.

Available with a minimum stay of 4 nights, the offer includes:
- 1 Big Game Fishing trip per stay for 2 people
- 25% savings on stays with a Half Board meal plan
- 20% savings on return seaplane transfers for 2 people
- 1 Morning Cruise per stay
Designed for couples, ocean lovers and modern explorers alike, the experience reflects the spirit of Velavaru, serene, grounding and deeply connected to its natural surroundings. Every detail encourages guests to rediscover balance through immersive experiences that awaken the senses while nurturing rest and renewal.

Whether you are casting a line into the open sea, gathering with loved ones after a day on the water or simply listening to the gentle movement of the waves, each moment invites you to embrace the essence of island life in a more meaningful way.
To discover more or reserve your island retreat, please visit the resort’s website.
Culture
Eid al-Adha at InterContinental Maldives Maamunagau Resort to feature Arabian BBQ and island experiences
InterContinental Maldives Maamunagau Resort invites guests to celebrate Eid al-Adha on 27 May 2026 with a thoughtfully curated collection of island experiences inspired by togetherness, reflection, wellbeing, and celebration. Set against the serene backdrop of the Indian Ocean, the resort’s Eid programme embraces the spirit of the occasion through beachfront dining, wellness journeys, artistic expression, and family moments designed for guests of all ages.
The evening’s celebrations will feature a special Management Cocktail at Café Umi Beach, welcoming guests to gather for sunset refreshments and relaxed island conversations by the shore. As the evening unfolds, guests may continue the celebration with the Arabian BBQ Beach Dinner, an atmospheric beachfront dining experience featuring Arabian-inspired flavours accompanied by live music, DJ entertainment, and a captivating fire performance beneath the stars.

For guests seeking moments of restoration and mindful wellbeing during the Eid holiday, AVI Spa will present a series of personalised wellness experiences led by visiting practitioner Dr Afsana Aradhana Ghyas. Designed to encourage balance, relaxation, and inner calm, the tailored holistic therapies offer a meaningful opportunity for guests to reconnect and recharge within the tranquillity of the island setting. Guests may also enjoy a complimentary 30-minute massage with selected facial or body therapy experiences throughout the celebration period.

Adding a creative dimension to the celebrations, the resort will also host a resin art experience inspired by ocean textures and Eid traditions. From live artistic showcases to interactive workshops, guests will have the opportunity to create handcrafted keepsakes reflecting the beauty and spirit of the occasion.
Families celebrating Eid at the resort can also look forward to a variety of island activities throughout the day, including a Middle Eastern breakfast experience, afternoon tea, beach games, and a special Eid pajama party for younger guests at Planet Trekkers.

Located in the heart of Raa Atoll, InterContinental Maldives Maamunagau Resort is the Maldives’ first and only all-Club InterContinental resort, offering elevated island experiences through personalised service, curated dining, wellness, and meaningful family moments.
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