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.’
Set within the tranquil waters of North Malé Atoll, just a short luxury speedboat journey from Velana International Airport, Centara Grand Lagoon Maldives presents a refined expression of contemporary Maldivian living. Elegant overwater and beachfront villas and residences are thoughtfully designed with modern amenities, offering privacy, comfort, and a seamless connection to the island’s breathtaking natural surroundings.
At the heart of the resort lies a curated culinary world defined by six distinctive restaurants and four chic bars, each elevating dining into an immersive journey of flavour, atmosphere, and discovery. From interactive live cooking stations and theatrical Teppanyaki and tandoor experiences at The Gallery, to the refined Mediterranean character of Bluefin, every venue offers a distinct interpretation of global and island-inspired cuisine. Suan Bua reimagines authentic Thai flavours through a contemporary lens, while Acqua brings the warmth of Italian coastal dining to the Maldives. The Sailhouse offers relaxed beachfront dining in an open-air setting, and The Club provides a refined space for breakfast, sundowners, and canapés, defined by curated culinary moments and elevated service.
Complementing these are four distinctive bars: Coco Drift, a swim-up bar with views of the horizon; Sunset Social, featuring catamaran-style seating where golden-hour views meet signature cocktails; Rum Bar, a relaxed tropical escape with infused spirits and island-inspired cocktails; and Dolphin Bar, a laid-back swim-up venue for light refreshments and all-day leisure.
Beyond dining, the resort offers a holistic lifestyle experience anchored by three distinctive wellness concepts: SPA Cenvaree Retreat and SPA Cenvaree, delivering restorative wellbeing journeys through signature Thai-inspired therapies rooted in traditional healing philosophies; and Candy Spa, a vibrant concept designed for younger guests. Multiple kids’ clubs and E-Zones create engaging environments for children and teens, while fully equipped fitness centres support active wellbeing throughout the stay. A curated selection of water sports and marine adventures further enriches the experience, inviting guests to explore the lagoon through movement, discovery, and connection with nature.
Together, these elements define a seamless and elevated island experience where refined living, culinary artistry, wellness, and recreation come together in harmony, positioning Centara Grand Lagoon Maldives as a distinctive expression of modern Maldivian hospitality.
Think summer in the Maldives is all about sipping cocktails and doing absolutely nothing? You could. But at Siyam World Maldives, you could also swim with sharks, race electric go-karts, become a certified mermaid, train with football legends and explore one of the Maldives’ newest shipwrecks, all before deciding what is for dinner. Because normal island holidays are not really our thing. Here are 10 reasons why Siyam World is turning up the fun this summer.
Dive into the Maldives’ Newest Obsession
Some resorts have house reefs. Siyam World has a shipwreck. The newest underwater attraction in Noonu Atoll is a 66 metre former Maldivian tuna freighter that now rests beneath the surface, ready to be explored by divers and marine life alike. Today it is an exciting new wreck dive. Tomorrow it will become a thriving artificial reef. Not bad for a retired fishing boat.
Train with Football Legends
This August, young football fans can swap the local pitch for paradise as former Premier League stars Andrew Johnson and Wayne Routledge arrive at Siyam World for two exclusive football camps. Not every summer holiday comes with professional coaching and ocean views. 10th – 14th AUGUST 2026 – Andrew Johnson / 15th – 19th AUGUST 2026 – Wayne Routledge. For kids between the ages of 5-12 years. More info here.
Swim with Sharks. Brag About It Later.
Swimming with sharks sounds terrifying. Until you realise these are gentle nurse sharks and curious sea turtles gliding through crystal clear waters. A three-hour snorkelling trip suddenly becomes one of those holiday stories you will tell for years.
The Floor Is Lava. The Water Park Is Not.
The Maldives’ biggest floating water park is basically an invitation to unleash your inner child. Climb it. Jump off it. Race your friends. Repeat.
Become a Mermaid. Seriously.
Some people come home from holiday with a tan. Others leave Siyam World with a mermaid certificate. This Try Mermaid Pool Program includes one session in the pool, all the equipment you’ll need as well as a certificate of completion. We know which one sounds more fun.
Golf, But Make It Shipwrecked.
Take on the Shipwrecked golf challenge, compete with friends and maybe even win resort credit while you are at it. Losing gracefully is optional.
Saddle Up, Maldives Style
Horse riding is probably not the first thing that comes to mind when you think of the Maldives. That is exactly why we love it.
Dinner Underground, Island Style
Hidden beneath the island, Barrique is home to exceptional wines, curated menus and one of the most unique dining experiences in the Maldives. Choose between multiple course gourmet tasting menus that are served surrounded by hundreds of world-renowned vintages, where our sommelier is ready to take you through a wine journey that you will never forget. Because even adventure seekers need a sophisticated evening now and then.
Swap Flip-Flops for Pole Position
Who says paradise cannot come with a little friendly competition? Siyam World’s electric go-karts bring speed, excitement and plenty of laughs to the island, proving once again that this is a destination designed for those who like their holidays with a side of adventure.
Take on the Delmare Golf Challenge
Add a competitive twist to your stay with Siyam World’s golf challenge at Shipwrecked. Guests have the chance to win resort credit while enjoying a fun and social activity set against the backdrop of the ocean. Fun fact, the gold balls are fish food.
To make the most of summer, Siyam World is offering an exclusive limited-time offer with up to 45% off best available rates, complemented by added benefits including complimentary shared seaplane transfers on selected stays, USD 150 resort credit per bedroom, and a one-time floating breakfast for longer stays. Guests can enjoy the full Premium 24-hour WOW! all-inclusive experience, with up to two children under 12 staying and dining complimentary. The offer is available for bookings until 31 August 2026, for stays until 31 October 2027. Then tell us again that the Maldives is only for doing nothing.
To find out more, visit the resort’s website or follow @siyamworld on social channels.
Sirru Fen Fushi–Private Lagoon Resort, a member of The Leading Hotels of the World, is celebrating a series of prestigious accolades that reaffirm its position as one of the Maldives’ leading luxury destinations and reflect its dedication to creating meaningful guest experiences.
At the Travel + Leisure Luxury Awards Asia Pacific 2026, Sirru Fen Fushi was recognised in three highly competitive categories:
- #1 Best Resort Pools in the Maldives
- #5 Best Resorts for Families in the Maldives
- #5 Most Outrageous Villas in the Maldives
These awards reflect the votes and experiences of discerning travellers across the region and celebrate the resort’s unique blend of contemporary luxury, immersive experiences and natural beauty.
Adding to this achievement, Sirru Fen Fushi has also been honoured with the Tripadvisor Travellers’ Choice Award 2026, a recognition awarded to properties that consistently earn outstanding guest reviews and rank among the top 10% travellers’ preferred destinations worldwide.
Nestled in the pristine waters of Shaviyani Atoll, Sirru Fen Fushi offers an extraordinary island escape defined by spacious villas, exceptional dining, family-friendly experiences and a strong commitment to sustainability. Home to one of the Maldives’ most iconic infinity pools overlooking the turquoise lagoon, the resort continues to attract travellers seeking both relaxation and adventure in a secluded setting.
“We are incredibly grateful to our guests for their trust and support, and to our dedicated team whose passion and commitment make these achievements possible,” said Abdulla Nabeel, Commercial Director. “These recognitions are especially meaningful as they reflect the experiences of the travellers we welcome to our island every day. We are honoured to receive them and remain committed to delivering exceptional hospitality and unforgettable moments.”
The awards mark another milestone in Sirru Fen Fushi’s ongoing journey of excellence, further strengthening its reputation as a destination where authentic luxury, personalised service and natural beauty come together to create truly memorable stays.
For further information and reservations, please visit the resort’s website or contact reservations@sirrufenfushi.com.
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