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.’
Ifuru Island Maldives is welcoming Dr Shakkeel AM as a Visiting Wellness Practitioner, marking a step in the resort’s plans to develop a curated Visiting Practitioner programme.
Dr Shakkeel, a CIDESCO-certified naturopath and acupuncturist, will be in residence at the resort from 28 January to 30 March. The residency forms part of Ifuru Island Maldives’ strategy to introduce rotating international wellness specialists and expand its holistic wellbeing offering.
With more than ten years of experience in luxury wellness hospitality across the Maldives, India and Bahrain, Dr Shakkeel brings a personalised and integrative approach to wellbeing. His practice is influenced by classical Ayurveda and modern therapeutic methods, drawing inspiration from his grandfather, an Ayurvedic healer.
He holds a Bachelor’s degree in Naturopathy and Yogic Sciences and advanced acupuncture training from the Jing Well Academy. Each guest programme begins with a comprehensive consultation, including Tridosha assessment, tongue diagnosis and pulse analysis, to tailor treatments to individual needs.
During his residency, guests will have access to a range of therapies, including therapeutic and cosmetic acupuncture, Kalari Marma therapy, sleep-enhancing treatments, detoxification programmes, posture alignment therapy, immersive Ayurvedic rituals, restorative bodywork and guided meditation sessions.
Ifuru Island Maldives said the residency supports its long-term plan to establish a rotating Visiting Practitioner programme, aimed at offering guests access to internationally experienced wellness experts and structured, results-driven wellness journeys.
Guests will be able to begin their experience with a complimentary Ayurveda or wellness consultation during the residency period.
This February, Holiday Inn Resort Kandooma Maldives invites guests to welcome Lunar New Year 2026 with a vibrant island celebration honouring the Year of the Fire Horse. Running from 16 to 21 February, the programme blends festive dining, restorative wellness, and family-friendly fun set against the breathtaking natural beauty and stunning sunsets of the Maldives.
In Chinese culture, the Horse symbolises energy, confidence, freedom and forward momentum, qualities intensified by the Fire element, which represents passion, renewal and bold new beginnings. At Kandooma, this spirit comes to life through a thoughtfully prepared celebration that balances relaxation with movement, and time-honoured traditions with the freedom of a private island escape.
Festive dining sits at the heart of the celebrations. Guests are invited to share in a Prosperity Yu Sheng (Lo Hei) experience, where fresh fish, vibrant shredded vegetables and condiments are tossed together to invite abundance, unity and good fortune. Traditionally, the higher the toss, the greater the luck. Interactive Hot Pot evenings at The Asian Kitchen on the beach include the Yu Sheng set, a choice of two savoury broths, fresh vegetables, chewy noodles, premium Angus beef slices, juicy Tiger prawns, pork belly and an assortment of tasty fish balls. (US$99++ per person available 16-21 February except 19 February). Seafood lovers will be delighted with the Seafood Fiesta at The Asian Kitchen on 19 February where an indulgent spread will welcome guests, including fresh sushi and sashimi, sand lobster, Norwegian salmon and more. Meat lovers are catered for too, with a choice of grass-fed beef sirloin, succulent lamb cutlets, roasted Beijing Duck, crispy pork belly and more. (US$99++ per person).
The Lunar New Year also invites renewal and reflection. Throughout the week (16-21 February), guests can unwind with special offers on spa rituals focused on balance and gentle rejuvenation. Refresh the skin and spirit with the Kandooma Spa’s Express Facial using SUNDARI skincare products (US$45, normally $70). Rejuvenate the body with a gentle Full-body Exfoliation (US$40, normally US$80). Beyond signature treatments at Kandooma Spa by COMO Shambhala, a programme of wellness and movement activities encourages reconnection and vitality, including sunrise and sunset yoga, ‘Float & Flow’ SUP yoga, and the immersive new ‘Salt & Sound’ healing sessions, ensuring you begin the year feeling refreshed and aligned.
Designed as a family-friendly celebration, Lunar New Year at Kandooma offers added value with IHG’s Kids Eat & Stay Free (for up to two children under 13). On Lunar New Year’s Day, 17 February, younger guests are welcomed at Kandoo Kids’ Club for hands-on festivities including wishing tree creations, red-envelope treasure hunts, crafts and festive games, creating fun memories for the whole family.
Surrounded by turquoise waters, vibrant marine life and white-sand beaches fringed with palms, guests are free to shape their celebration their own way. For some, the New Year begins with adventure: snorkelling, jet-ski safaris, scuba diving and ocean excursions. For others, it’s about slowing down and simple pleasures: spa time, hammock lounging with a good book, or a refreshing swim in crystal-clear waters.
Accommodation options cater to couples and families alike, from lush garden villas and beachfront villas to the resort’s popular two-storey beach houses. Among the most sought-after are the spacious overwater villas featuring a signature hammock suspended above the lagoon and direct ladder access into the water below, presenting an array of opportunities for the perfect selfie.
Throughout the festive period, guests are supported by Chinese-language menus and the resort’s multilingual team, with Mandarin-speaking colleagues available to ensure comfort, ease and a seamless stay.
Welcome Lunar New Year 2026 at Holiday Inn Resort Kandooma Maldives, where island beauty, meaningful traditions and fun for all ages come together to usher in the Year of the Fire Horse. The resort’s Lunar New Year programme is available here. For getaways to the Maldives please contact your travel agent or visit www.maldives.holidayinnresorts.com.
Love doesn’t arrive loudly at SO/ Maldives, it drifts in with the tide, glows at sunset, and lingers long after the last note of music fades. This Valentine’s Day, the island invites couples to slow down, lean in, and write their own love story in paradise with Rosé All the Way, an intimate beachfront celebration at Lazuli Beach on 14 February 2026.
As the sky blushes pink and the lagoon mirrors the stars, Lazuli Beach transforms into a romantic sanctuary. Soft candlelight flickers, a soulful live band sets the rhythm of the evening, and the gentle sound of waves becomes part of the melody. Here, time feels suspended just two hearts, one island, and a moment that belongs only to you.
Couples are treated to a thoughtfully curated four-course dining experience, paired with a bottle of rosé champagne, designed to be savoured slowly, sip by sip, course by course. Every detail is intentional, every moment effortless romance without rules, elegance without pretense.
Celebrate love starting on The Citronee Club Beach with Rosé All the Way, an exclusive Valentine’s Day dining experience:
- USD 380++ per couple for Bed & Breakfast guests
- USD 240++ per couple for Half Board, Full Board and All Inclusive guests
Valentine’s Day is not confined to a single setting it’s a feeling that can unfold anywhere. From quiet moments on your private villa deck to laughter by the pool or barefoot walks along the shore, the island becomes a canvas for love, painted in your own style.
And for those who dream beyond the expected, romance takes on new dimensions. Drift across the lagoon aboard a traditional Maldivian dhoni, or descend beneath the surface for an underwater celebration, where silence speaks louder than words and love knows no boundaries.
This Valentine’s Day, forget the clichés. Follow the feeling. Paint your story in paradise Rosé All the Way, only at SO/ Maldives.
For more information or to book your perfect festive getaway, please visit so-maldives.com or contact so.maldives.reservations@so-hotels.com.
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