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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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Madifushi Private Island celebrates Maldivian heritage on World Coconut Day

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Madifushi Private Island marked World Coconut Day 2026 with an extensive programme of cultural, culinary and community-focused activities celebrating the coconut palm and its enduring significance to Maldivian life. The resort brought together guests, its Rays team and neighbouring island communities for a celebration honouring one of the Maldives’ most treasured natural resources.

The celebrations began with an energetic coconut-gathering and dehusking challenge for the resort’s Rays team. Dressed in traditional Maldivian attire, participants ventured into the island’s natural surroundings to collect coconuts before racing to dehusk them within a set time. The teams embraced the challenge with enthusiasm and good humour, creating a lively start to the occasion.

Throughout the day, guests were treated to coconut delicacies and thoughtfully curated coconut-themed touchpoints across the resort. Specialised buffets at the island’s food and beverage outlets featured an assortment of coconut-inspired dishes alongside traditional Maldivian favourites, allowing guests to experience the remarkable versatility of the ingredient.

The celebrations continued into the evening with an immersive, hands-on cultural event showcasing the many traditional uses of the coconut and its palm. Guests were invited to personally experience these practices by trying their hand at coconut dehusking and coir-rope making, tasting coconut toddy and expressing their creativity through coconut painting. Each guest received a certificate of participation in recognition of their involvement and as a meaningful keepsake of their authentic Maldivian cultural experience.

A dedicated coconut mixology pop-up added a contemporary twist to the programme, with refreshing creations highlighting the tropical flavours of the coconut. The occasion also featured the soft launch of Madifushi Private Island’s own Heal\Me Coconut Oil, introducing a new wellness product inspired by the coconut’s long-established place in traditional island living.

Extending the celebration beyond the resort, the Madifushi team visited Muli and Mulah islands in Meemu Atoll to plant coconut palms as part of a wider, long-term community initiative.

In Muli, the team was warmly welcomed by the local community and joined members of the Island Council to plant coconut palms near the newly developed airport area. In Mulah, the resort collaborated with scouts from Mulah School to plant palms along the beach, encouraging young people to take an active role in nurturing their island environment.

“Coconut palms are deeply woven into Maldivian culture and everyday life. Nearly every part of the palm has traditionally served a purpose, from food and household essentials to craftsmanship and livelihoods. This celebration allowed us to share that heritage with our guests and Rays team while working alongside our neighbouring communities to create something meaningful for the future,” said Mohamed Hilmy, General Manager of Madifushi Private Island.

The community planting activities form part of Madifushi Private Island’s broader commitment to planting more coconut palms and strengthening its connection with the communities of Meemu Atoll.

From celebrating traditional skills and local flavours to planting new palms for future generations, World Coconut Day at Madifushi Private Island served as a meaningful reminder of the coconut’s endless possibilities and its special place at the heart of Maldivian island life.

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Siyam World celebrates five years with sports, culture and Halloween programme

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Siyam World has never been one for quiet celebrations, and its fifth birthday is no exception. True to its promise of “A World Beyond Your Wildest”, the Lifestyle Collection resort under the Sun Siyam umbrella is marking the milestone with a packed programme of sport, entertainment and island celebrations.

England rugby star Danny Care kicks things off with a three-day children’s rugby camp, followed by football sessions with Gary Cahill and Millie Bright, a kids’ carnival, an island-wide Amazing Race, a 3K Fun Run and cinema experiences out on the lagoon.

The celebrations reach their heart on 28 October, when Siyam World officially turns five with a full day dedicated to the Maldives, before CULT CLASSICS brings the Birthday Bash to a suitably wild finale on Halloween night.

23–25 October: Danny Care Rugby Camp

The Birthday Bash gets moving on 23 October, when England rugby star Danny Care takes to the field for a three-day children’s rugby camp. Some will arrive knowing the game inside out. Others may be picking up a rugby ball for the first time. Both are welcome. Across three days, young guests will get the chance to train with Care, learn new skills and put them into practice on the field. The focus is on learning, playing and enjoying the experience, although things are expected to become fairly competitive once the games begin.

26–30 October: Football with Gary Cahill and Millie Bright

From 26 October, the rugby ball makes way for football as Gary Cahill and Millie Bright take over the pitch for five days of coaching sessions, matches and challenges.

This is not a quick wave from the sidelines followed by a group photograph. Young guests will train with them, learn from them and play some actual football. They will probably also return home with a very detailed account of every pass, tackle and goal.

Away from the pitches

There is plenty happening beyond the sporting action. The kids’ carnival brings games, music and colourful chaos, while the Amazing Race sends families and friends across the island in search of clues and challenges. Teamwork helps. So does having at least one person who can follow directions.

Guests and team members can also join the 3K Fun Run around the island. They can run it, jog it or walk the whole thing while insisting that was always the plan. Nobody is chasing a record here.

Cinema, but make it Siyam World

Movie night is leaving dry land. Cinema by Moonlight takes guests out onto the water to watch a film aboard a boat cruising through the lagoon. Stars overhead, sea breeze, no cinema walls and hopefully nobody asking them to move because they cannot see the screen.

Guests can also choose Siyam World’s version of a drive-in cinema. Instead of arriving by car, they take a JetCar into the lagoon and park on the water in front of the screen. It is not the most conventional way to watch a film. That is rather the point.

On 28 October, the Maldives is the main event

Siyam World officially turns five on 28 October, and the entire day belongs to the Maldives. Maldivian food, music, traditions and creativity take over the island, leading into a major birthday stage production that evening. Guests won’t simply watch from a distance. They’ll be invited to join the celebration and meet more of the people behind Siyam World. The sporting names bring plenty of attention to the week, but the Maldives is not the backdrop to this birthday. It is the heart of it.

“We had a lot of ideas for the fifth birthday. Probably too many, if I’m honest,” says Sara Siyam, Director of Marketing at Sun Siyam. “But the 28th was always clear. It had to be about the Maldives and our team. They have given Siyam World its energy and personality over the last five years, and we want our guests to celebrate that with us.”

And then the lovely mood is ruined

On 31 October, cult horror’s most infamous faces are checking into Siyam World this Halloween, and they’re definitely not there for the all-inclusive. For 2026, Siyam World is rewinding to the golden age of horror with CULT CLASSICS, an epic, immersive Halloween experience inspired by the characters that kept an entire generation awake at night. Freddy Krueger. Pennywise. Leatherface. Jason. They’re all invited. Whether the guests will be quite as pleased to see them is another story.

The night begins with an interactive horror walkthrough through themed sets, live performances and a series of encounters that become increasingly difficult to laugh off. Guests move through the story themselves, eventually reaching the main stage, assuming everyone makes it that far. A theatrical production follows, combining live performance, music and dark humour before the night finishes with a Halloween party.

Siyam World has learned that its guests don’t want to watch Halloween safely from a table. They want to walk into it. Some hide behind their children. Others send their children ahead first. The resort tries not to judge.

“Halloween at Siyam World was never going to be a few pumpkins and someone dressed as a ghost. Every year, we create an entire experience that guests can step into, and CULT CLASSICS takes that to another level. It’s nostalgic, theatrical, ridiculously fun and genuinely scary. One minute you’re laughing, the next you’re running from Leatherface. Pretty standard night at Siyam World, really,” says Sara Siyam, Director of Marketing at Sun Siyam.

Across nine days, the fifth Birthday Bash moves from rugby and football to carnival games, an island race, a 3K run, films on the lagoon, a full Maldivian celebration and one final night of original nightmares. It is a lot for one birthday. Fortunately, more is more at Siyam World.

Siyam World’s Fifth Birthday Bash takes place at Siyam World Maldives in Noonu Atoll from 23–31 October 2026. To find out more or book a stay, guests can visit the resort’s website.

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Four Seasons Maldives combines celebrations with conservation, wellness and private dining

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Four Seasons has highlighted its Maldives properties as destinations for personalised celebrations and private gatherings, offering experiences ranging from exclusive island buyouts and weddings to family reunions, corporate retreats and conservation-led activities.

The Maldives features prominently in a new collection of group and celebration experiences unveiled by Four Seasons Resorts of Asia, with Four Seasons Private Island Maldives at Voavah, Four Seasons Resort Maldives at Landaa Giraavaru and Four Seasons Resort Maldives at Kuda Huraa offering distinct options for couples, families and small groups.

At Four Seasons Resort Maldives at Landaa Giraavaru in Baa Atoll, couples can take part in Tales from a Treetop Table, a private dining experience set within the island’s canopy. The resort also offers multi-day celebrations combining private dining, marine encounters, wellbeing and conservation activities.

Its Overwater Wedding Pavilion, accessible only by boat, features a glass-bottomed aisle surrounded by the waters and marine life of the Baa Atoll UNESCO Biosphere Reserve.

For larger gatherings, the resort’s four-bedroom Landaa Estate extends across 80 metres of private beach and includes a 20-metre swimming pool. Four Seasons said the estate can be used for family reunions, corporate retreats, micro-wedding receptions and milestone celebrations.

Marine conservation is also incorporated into group itineraries at Landaa Giraavaru through manta ray research, coral restoration and turtle rehabilitation programmes. Guests can participate in conservation activities together, while the resort’s Manta-on-Call programme alerts participants when manta rays are sighted nearby and arranges speedboat excursions for snorkelling encounters.

Nearby, Four Seasons Private Island Maldives at Voavah offers a different model centred on exclusivity. Located within the Baa Atoll UNESCO Biosphere Reserve, the five-acre private island has seven rooms and can accommodate up to 30 guests.

The property hosts only one group at a time, allowing guests to create their own programme without having to work around other resort schedules. A team of 30 staff supports full-island buyouts, with experiences including personalised wellness programmes at the Ocean of Consciousness Spa, yacht excursions and private dining.

Culinary experiences can also be tailored for groups, including a Maldivian Fisherman’s Feast built around the day’s catch.

In North Malé Atoll, Four Seasons Resort Maldives at Kuda Huraa is being positioned for multigenerational gatherings and smaller groups, with the resort located around 25 minutes by speedboat from Malé.

The property brings together beaches, private villas, suites and tropical gardens within a compact island setting, while its ŪRJĀ Naturopathy Island offers wellness programmes and treatments designed around rest and restoration.

Across its Asian portfolio, Four Seasons said it is increasingly designing celebrations around personalised itineraries rather than conventional event formats. In the Maldives, this approach combines private accommodation, dining, wellbeing, marine conservation and access to the country’s natural environment.

The group said the aim is to create gatherings that allow guests to spend more time together while shaping activities around the interests and preferences of each group.

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