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.’
Coco Bodu Hithi, a renowned boutique resort in the Maldives celebrated for its Maldivian-inspired elegance, has received recognition at the 2025 Condé Nast Johansens Awards for Excellence.
This prestigious accolade honours outstanding quality across recommended properties worldwide and serves as a trusted benchmark for travellers and industry professionals alike. Coco Bodu Hithi was awarded the title of ‘Best Service’ by Condé Nast Johansens for its exceptional hospitality, which seamlessly blends serene surroundings with meticulous, personalised service.
Additionally, the resort was recently recognised in the 2024 Condé Nast Traveler Readers’ Choice Awards as one of the top resorts in the Indian Ocean, cementing its position as a leader in luxury travel. Offering a thoughtfully curated guest experience, Coco Bodu Hithi continues to set itself apart within the industry.
The resort also excels in culinary innovation, boasting four exceptional restaurants. Renowned Michelin-starred chefs frequently collaborate with Group Culinary Director and Michelin-starred chef Martin Cahill to craft exquisite dining experiences, reflecting Coco Bodu Hithi’s unwavering commitment to service excellence and world-class gastronomy.
Coco Collection, a leading Maldivian resort brand, has been honoured at the 2024 Seven Stars Luxury Hospitality and Lifestyle Awards, with both Coco Bodu Hithi and Coco Palm Dhuni Kolhu recognised for their excellence in luxury hospitality.
Seven Stars Luxury and Hospitality Awards, celebrated as the premier authority in luxury recognition, serves as a trusted guide for the discerning travellers and lifestyle enthusiasts globally, particularly from India and Middle East.
Coco Bodu Hithi, known for its romantic charm and ambiance, has been named the Best Luxury Honeymoon Resort in the Maldives, highlighting its exceptional service and unforgettable experiences for couples seeking an idyllic escape.
Welcoming high-profile celebrities from India such as Mouni Roy and Surbhi Jyoti highlights the resort’s ability to cater to diverse guest profiles and needs, offering curated experiences that elevate every stay. Some of the most notable experiences include the Sunset Cruise and the intimate Dinner Under the Stars in a private pergola.
In addition, Coco Palm Dhuni Kolhu, known for its environmental values, was honoured as the Best Barefoot Luxury Resort in the Maldives at the Seven Stars Awards. This recognition highlights the resort’s unwavering commitment to sustainable and eco-friendly practices, even 25 years after its inception.
These core island principles, built on ecological measures, have helped the resort achieve multiple accolades at this year’s World Luxury Hotel Awards and be recognised in prominent categories that Coco Palm Dhuni Kolhu passionately advocates for.
This winter, embrace the sunshine at Coco Bodu Hithi and Coco Palm Dhuni Kolhu with the Discover Coco deals offering up to 40% off on spacious and comfortable villas. To reserve, contact reservations@cococollection.com and secure your extraordinary getaway.
Oaga Art Resort has transformed its Sobi Bar into a Mixology Garden, showcasing a collaboration with internationally acclaimed Beverage Artist and Netflix’s ‘Drink Masters’ finalist, Tao Zrafi.
Far from the typical poolside bar, the revamped Sobi Bar offers a unique experience where artistic cocktails take centre stage. Standard drinks are replaced with Tao Zrafi’s creations, which expertly blend local Maldivian flavours with surprising twists, providing a sensory journey for visitors.
Each cocktail at Sobi Bar is a testament to Tao Zrafi’s creativity. His exclusive menu combines stunning visual presentation with complex, delightful flavours, elevating the drink experience into an art form.
The Mixology Garden caters to diverse tastes. In addition to Tao Zrafi’s signature creations, Sobi Bar offers a curated selection of international gins and artisanal beers, ensuring every guest finds the perfect beverage to suit their preferences.
To commemorate the launch of the Mixology Garden, Oaga Art Resort is hosting several special events:
- Cocktail Masterclasses (November 29 and December 6): Guests can learn from Tao Zrafi himself, discovering the secrets behind his innovative cocktails.
- The Grand Unveiling (December 5): This evening celebration features Tao’s signature cocktails, a buffet, live music, interactive mural painting, and spectacular fire shows. Guests can enjoy a sunset soiree combining art, music, and unforgettable flavours.
Sneak peeks of Tao Zrafi’s creations are available on Oaga Art Resort’s social media platforms, offering a teaser of the enchanting cocktails awaiting guests at Sobi Bar.
Whether seeking relaxation, artistic inspiration, or an elevated cocktail experience, the Mixology Garden at Sobi Bar promises something extraordinary. With its blend of stunning flavors, unique atmosphere, and unforgettable events, Oaga Art Resort ensures every visitor leaves with cherished memories of paradise.
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