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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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JW Marriott Maldives Kaafu Atoll launches dining series featuring Chef Stéphan Paroche

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JW Marriott Maldives Kaafu Atoll Island has introduced an exclusive dining series beginning May 13, 2026, featuring Michelin-starred Chef Stéphan Paroche, bringing his contemporary culinary philosophy to the Maldives through a refined exploration of balance, seasonality, and soulful gastronomy.

Originally from Digne-les-Bains in Alpes-de-Haute-Provence in France, Chef Stéphan developed an early appreciation for ingredient-driven cuisine through his family’s hospitality roots. He later refined his craft across acclaimed European kitchens, shaping a disciplined yet expressive approach to modern dining. Guided by precision and restraint, his philosophy celebrates the purity of seasonal ingredients, allowing each creation to unfold with intention, harmony, and depth.

The three-evening culinary series will unfold across the resort’s signature venues, each offering a distinct interpretation of the chef’s culinary identity. On May 13 and 16, Veyo will present a seafood-led dining experience inspired by the surrounding Indian Ocean, where the locally sourced catches are elevated through contemporary French techniques and elegant simplicity. On May 15, Pure will host an immersive vegetarian tasting menu centered on vibrant produce, showcasing a thoughtful interplay of texture, nourishment, and natural balance. Chef Stéphan Paroche will also be curating a special menu for Pure as the resort further enhances the offerings at the restaurant.

Designed to be intimate and immersive, each evening invites guests to connect with the story behind every composition. Rooted in mindful craftsmanship and understated sophistication, the experience reflects a seamless harmony between culinary artistry and soulful wellbeing, a philosophy deeply aligned with the spirit of JW Marriott.

This collaboration further reflects JW Marriott Maldives Kaafu Atoll Island Resort’s continued commitment to curating elevated gastronomic experiences through partnerships with internationally recognized culinary talents, strengthening its position as a destination for meaningful luxury and refined dining in the Maldives.

“We are delighted to welcome Chef Stéphan Paroche to the resort,” said Srikanth Devarapalli, General Manager of JW Marriott Maldives Kaafu Atoll Island Resort. “His philosophy rooted in precision, balance, and respect approach to cuisine defined by precision, clarity, and respect for ingredients beautifully complements our vision of creating enriching culinary journeys that nourish both palate and soul.”

With limited seating available, advance reservations are highly recommended. For more information, visit the resort’s website.

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The St. Regis Maldives Vommuli Resort to host Marriott Luxury Dining Series 2026

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Marriott International has announced the return of its Luxury Dining Series for a third edition, with The St. Regis Maldives Vommuli Resort set to host the Maldives chapter of the regional culinary initiative from August 25 to 30, 2026.

The 2026 edition of the series is organised under the theme “Across the Table”, focusing on shared dining experiences, cultural storytelling, and culinary exchange across Asia Pacific. According to Marriott International, the programme aims to bring together chefs, guests, and destinations through immersive dining events designed around connection and hospitality.

The Maldives event at The St. Regis Maldives Vommuli Resort forms part of a wider regional series spanning six destinations, including Vietnam, Thailand, Indonesia, Japan, and The Ritz-Carlton Yacht Collection’s Luminara voyage across Japan.

Marriott International said the series will feature “world-class chefs and cultural storytellers” who will collaborate to create curated dining experiences that go beyond traditional restaurant settings. The company noted that chefs participating in the programme will engage directly with guests, presenting dishes designed for sharing while highlighting local ingredients, culinary traditions, and destination-driven narratives.

In addition to the dining events, Marriott International will introduce exclusive stay packages linked to the series. These packages will be available only during the Luxury Dining Series and are intended to combine culinary experiences with destination-focused stays across participating properties.

The St. Regis Maldives Vommuli Resort’s inclusion in the programme further positions the Maldives as a destination for luxury gastronomy and experiential travel, while reinforcing Marriott International’s focus on high-end culinary programming across its luxury portfolio.

Further details on chefs, menus, and programming are expected to be announced in the coming months.

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Madifushi Private Island introduces next-generation gaming arcade

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Madifushi Private Island has announced the launch of Thinhama XP, a next-generation entertainment arcade that blends Maldivian heritage with contemporary gaming culture. Designed as a dynamic social space for guests of all ages, Thinhama XP redefines resort entertainment in the Maldives by merging tradition, technology, and interactive play.

The name Thinhama XP draws inspiration from “Thin Hama”, a traditional Maldivian strategy board game that has been played across generations. Known for its intellectual depth and strategic gameplay, “Thin Hama” reflects the rich cultural heritage of Maldivian leisure traditions. The addition of “XP” (Experience Points) introduces a modern gaming dimension, symbolizing achievement, progression, and skill development. Widely used in global gaming culture, XP represents growth through challenges and accomplishments. Together, Thinhama XP reflects the evolution of play—honouring the past while embracing the future.

Unlike conventional resort arcades, Thinhama XP has been thoughtfully designed as an immersive entertainment destination that goes beyond gaming machines. It is a multi-generational space where guests can connect, compete, and create shared memories. Guests can expect state-of-the-art arcade gaming experiences featuring modern titles and timeless classics, immersive interactive games that test reflexes, strategy, and skill, and multi-generational engagement that encourages families to play together. The space also features progression-based gameplay elements that reward continued participation, all within a fully climate-controlled environment ideal for both daytime and evening entertainment.

Thinhama XP strengthens Madifushi Private Island’s vision of delivering meaningful and differentiated guest experiences. It complements existing innovative concepts such as Kokko Learning Studio, further positioning the resort as a leader in experiential hospitality in the Maldives. Whether guests are seeking friendly competition, casual entertainment, or a relaxed indoor retreat, Thinhama XP offers an experience where every visit represents progression, achievement, and memorable island moments.

Mohamed Hilmy, General Manager of Madifushi Private Island commented: “Thinhama XP represents our continued commitment to redefining what a luxury island experience can be. We wanted to create a space where families, friends, and guests of all ages can come together through play, while also celebrating an important part of Maldivian cultural heritage. This is more than an arcade; it is a social and emotional experience designed for connection, competition, and joy.”

Ali Shakir, Group General Manager added: “At the group level, we are focused on developing concepts that are not only entertaining but also meaningful and distinctive. Thinhama XP is a perfect example of this vision in action. It bridges tradition and innovation in a way that is authentic to the Maldives, while also meeting the expectations of today’s global traveller who seeks immersive and memorable experiences.”

Madifushi Private Island is a luxury resort in the Maldives dedicated to delivering curated, high-end guest experiences through innovative concepts, personalised service, and culturally inspired programming.

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