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.’
Awards
JOALI Maldives named among world’s top three hotels in Travel + Leisure Awards
JOALI Maldives has announced its recognition as the No. 2 Resort in Asia and No. 3 in the World’s Top 100 Hotels in the prestigious Travel + Leisure World’s Best Awards 2026.
Celebrating the world’s most exceptional hotels, resorts, cities, islands, airlines, and travel experiences, the Travel + Leisure World’s Best Awards are among the most respected recognitions in global hospitality, determined by the votes and experiences of the publication’s international readership.
This remarkable achievement reflects JOALI Maldives’ continued commitment to redefining contemporary luxury through its philosophy of Joy of Creative Living – a unique approach where art, nature, wellbeing, and heartfelt hospitality come together to create deeply meaningful experiences.

Since opening as the Maldives’ first art-immersive luxury resort, JOALI Maldives has introduced a new expression of island living, inviting guests to discover a destination where creativity and connection are woven into every detail. From immersive art installations and bespoke culinary journeys to transformative wellbeing experiences and intuitive service, every element of the resort is thoughtfully designed to inspire curiosity, imagination, and joy.
A Destination Where Art, Nature and Hospitality Intertwine
Located on Muravandhoo Island in the pristine Raa Atoll, just 45 minutes by seaplane from Malé, JOALI Maldives offers a sanctuary where guests can reconnect with nature while experiencing a world shaped by creativity and craftsmanship.
The resort’s philosophy of Creative Living is brought to life through collaborations with renowned artists and artisans, immersive installations across the island, and experiences that encourage guests to engage with art beyond traditional boundaries. From exploring the island’s living galleries to participating in curated creative journeys, every stay becomes an opportunity for discovery and self-expression.
Villas & Residences: Private Worlds of Creative Living
Set among lush tropical landscapes and the turquoise waters of the Indian Ocean, JOALI Maldives features 73 beach and overwater villas and residences, each designed as a private sanctuary blending refined luxury, natural beauty, and artistic expression.
Inspired by the rhythm of island life, the villas showcase contemporary architecture complemented by natural materials, handcrafted details, and bespoke artworks. Floor-to-ceiling windows frame uninterrupted ocean views, while private pools and expansive outdoor spaces create a seamless connection between indoor and outdoor living.
Each residence reflects JOALI Maldives’ belief that luxury should be personal and meaningful, with every space thoughtfully curated to tell its own story. Guests may choose from elegant Beach Villas, iconic Water Villas, and expansive multi-bedroom Residences, each offering exceptional privacy and tailored experiences.

Every villa is accompanied by a dedicated Jadugar, meaning “magician” in Dhivehi. More than a traditional butler, the Jadugar provides intuitive and personalised hospitality, anticipating guests’ needs and creating memorable moments throughout their stay – from private dining experiences and island adventures to celebrations crafted around individual preferences.
Guests are also invited to explore the island at their own pace with complimentary bicycles, discovering hidden pathways, tropical gardens, and serene viewpoints that reveal the natural beauty of Muravandhoo.
Celebrating a Shared Vision of Excellence
This recognition is a testament to the passion and dedication of the entire JOALI Maldives team, whose commitment brings the spirit of Creative Living to life every day. It also celebrates the trust and support of guests, partners, and the wider JOALI community, whose appreciation continues to inspire the resort’s pursuit of excellence.
As JOALI Maldives continues its journey, the resort remains devoted to creating transformative experiences that celebrate imagination, wellbeing, and meaningful connection.
For those seeking more than a holiday, JOALI Maldives offers a destination where every stay becomes a story, every moment inspires, and every experience embodies the Joy of Creative Living.
Awards
JW Marriott Maldives Resort & Spa earns triple recognition at Travel + Leisure Asia Pacific Awards
JW Marriott Maldives Resort & Spa has announced its multi-category triumph at the Travel + Leisure Southeast Asia, Hong Kong & Macau Luxury Awards Asia Pacific 2026. Voted on by discerning global travellers who value meaningful travel experiences, the prestigious annual awards have recognised the resort across three highly competitive categories:
- The Maldives’ Best Resort for Families – Ranked #3
- The Maldives’ Best Pool – Ranked #3
- The Maldives’ Best Resort Spas – Ranked #9 (Spa by JW)
This year’s stellar performance marks the third consecutive year that JW Marriott Maldives Resort & Spa has been named among the elite properties in the region, solidifying its reputation as a sanctuary for guests to foster deeper connections and focus on what matters most.
“We are incredibly honored to receive this multi-category recognition from Travel + Leisure Asia Pacific,” said Mohit Dembla, General Manager. “To be celebrated for three years in a row is a direct reflection of our associates’ dedication to delivering the legendary ‘JW Treatment.’ At JW Marriott, we believe true luxury is an environment where guests can feel fulfilled, present, and wholly nourished. Whether it is a multi-generational family discovering the joy of togetherness or a solo traveler finding a mindful retreat at our spa, we remain committed to fostering experiences that feed the soul.”
A Haven for Mindful Togetherness
Nestled on a pristine natural island in the Shaviyani Atoll, JW Marriott Maldives Resort & Spa continues to elevate the multi-generational vacation by seamlessly blending family connection, tranquil recreation, and holistic wellness.
The resort’s award-winning approach to family travel is anchored by the FAMILY by JW™ Little Griffins Kids’ Club—one of the largest in the Maldives, which offers over 100 engaging, nature-inspired activities designed to keep younger guests inspired while allowing parents the space to breathe and be present.
Leisure is beautifully redefined by the resort’s iconic swim hubs, including the expansive Horizon Pool, which invites families to gather against dramatic, panoramic views of the turquoise Indian Ocean, alongside Pool 18, an exclusive overwater infinity pool designed as a peaceful, adults-only sanctuary.
Completing this well-rounded journey of well-being is the overwater Spa by JW, a holistic haven delivering deep physical and spiritual renewal through bespoke wellness treatments inspired by the calm of the surrounding waters, ensuring that every guest leaves feeling entirely revitalised.
Building on this multi-year recognition, the resort continues to curate spaces that encourage well-being and connection. From the nourishing, farm-to-table ingredients sourced directly from the JW Garden to newly enhanced multi-bedroom family villas, the island sanctuary ensures that every generation finds its perfect balance of activity and rest.
For more information, visit the website at jwmarriottmaldives.com.
Action
Five turtle nests mark rare conservation milestone at Niva Kuramathi
Since May 2026, a single female green turtle has returned to the beaches of Niva Kuramathi on five separate occasions—on 8, 18, and 29 May, and again on 9 and 20 June—choosing these shores to lay her eggs.
Kuramathi Island is not a regular nesting ground for turtles, which makes each return, and each nest, a rare and significant event. The nesting turtle hauls herself ashore to dig a hollow chamber in the warm sand before laying a clutch of up to 100 eggs. She then draws the sand back over the eggs to camouflage them, smoothing the surface until the nest disappears beneath her. Slowly, she makes her way back to the sea.
This labour-intensive journey usually takes place under the cover of darkness. Green sea turtles can weigh between 150 and 250 kg, with their heart-shaped shells stretching up to 140 cm in length. In the water, their paddle-like flippers sweep through the currents.
Every nest at Niva Kuramathi has been carefully marked and protected, giving it the best chance of success. On 7 July, the first hatchlings emerged from the warm sand at night and instinctively made their way towards the sea.

The nest hatched after 59 days of incubation. It contained 107 eggs, producing 59 hatchlings that made it to the sea. There were 46 unfertilised eggs and only two fertilised eggs that did not hatch. This represents a fantastic hatching rate for the fertilised eggs. The nest was excavated with permission from the Environmental Regulatory Authority (ERA).

Throughout, guests have been given the opportunity to witness both nesting and hatching events – always at a respectful distance. These are the moments that reveal the wildlife that calls the island home, watched not as just a rare spectacle but as something shared.
“We are excited to have a green turtle choose our island to nest on,” said Tom Osborne, Sustainability Manager at Niva Kuramathi. “This isn’t a regular nesting ground for turtles, so to have five nests is truly special.”
For more inspiration, visit www.nivakuramathi.com.
-
Cooking1 week agoChef Jesper Koch to lead culinary collaboration at Vakkaru Maldives
-
Awards1 week agoWine Spectator recognises Ralu and Baani at Heritance Aarah
-
News1 week agoGrand Park Kodhipparu unveils connection-focused festive programme
-
News1 week agoDusit Thani Maldives refreshes villas, website and guest experience
-
Action6 days agoInterContinental Maldives elevates active luxury with new padel court
-
Awards6 days agoFashion Travel Awards name Madifushi Maldives’ best elegant private island
-
Awards6 days agoCrown & Champa Resorts earns multiple Tripadvisor awards
-
Lifestyle5 days agoBritish designer Matthew Williamson to host residency at Finolhu Maldives


