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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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COMO Resorts Maldives brings marine experts, artists and wellness specialists to its islands

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For the remainder of 2026, COMO Maalifushi and COMO Cocoa Island will offer an inspiring calendar of COMO Journeys and visiting practitioner residencies, bringing together leading experts, artists and wellness specialists from around the world.

Rooted in ocean stewardship, artistic expression and holistic wellbeing, each programme is thoughtfully crafted to reflect the distinctive character of its island setting. Through immersive experiences and expert-led encounters, guests are invited to discover the Maldives in new ways, deepening their appreciation of the natural world while cultivating creativity, balance and personal renewal.

At COMO Maalifushi, COMO Journey with Guardians of the Reef will take place from October 20th to November 2nd 2026, with Sharks4Kids. Led by marine biologist Jillian Morris and Emmy Award-winning cinematographer Duncan Brake, the family-focused programme explores the world of sharks through guided reef adventures, marine education, citizen science and underwater storytelling.

The resort will also feature two visiting practitioners, the first, “Holistic Reset for Body and Mind” will take place from September 21st to October 5th 2026, and will include personalised treatments by physiotherapist and osteopath Martina Wegscheider. These treatments will combine osteopathy, craniosacral therapy, energy alignment, and mindful movement.

The second residency, “Balance and Harmony” is scheduled from December 1st to January 10th, 2027. Wellness practitioner Kimberly Rose Kneier will lead this program, which will integrate various holistic practices, including acupuncture, Qi Gong, breathwork, and craniosacral therapy.

At COMO Cocoa Island, COMO Journey with Ocean Culture Life takes place from October 19th to October 31st 2026. This event will be led by award-winning photographer Matt Porteous and environmental advocate Tamsin Raine, who are the founders of Ocean Life Culture. The residency will combine photography, ocean film, storytelling, and conservation efforts. Guests will have the opportunity to participate in photography workshops, youth sessions, marine capture experiences, film nights, and discussions that explore the connection between people and the sea.

The island will host “The Art of Japanese Healing”, featuring practitioner Yuki Nishikubo from November 16th to December 27th 2026. With over 25 years of experience, Nishikubo will provide personalised Japanese acupuncture and Shiatsu treatments to promote relaxation, balance, and overall well-being.

The final event of this year’s creative programme is “From Sea to Self”, a COMO Journey featuring acclaimed artist and Paralympian Gregory Burns, taking place from December 8th to December 27th 2026. Through open studios, intimate conversations and hands-on workshops, Burns will explore the relationship between art, nature and personal transformation. The programme will culminate in an exhibition showcasing the works created during his residency.

“Meaningful travel is about creating experiences that stay with you long after you leave. Through our COMO Journeys and residencies of visiting practitioners, we hope to give guests a deeper connection to the Maldives, whether through the ocean, creativity, conservation or wellbeing, while celebrating the people and ideas that make each experience unique,” says Peter Nilsson, Managing Director of COMO Resorts, Maldives.

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Theatre, dining and creativity shape festive season at JOALI Maldives

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JOALI Maldives, the Maldives’ first art-immersive resort, has announced its 2026 festive theme, Life is a Theatre – The Island Takes the Stage. Inspired by the grandeur, artistry and enchantment of historic theatres, the island will transform into a living stage for a season shaped by spectacle, emotion and creative living.

From 20 December 2026 to 10 January 2027, each corner of the island will reveal a new scene: candlelit gatherings and theatrical feasts, celebrated visiting experts, hands-on creativity, marine conservation, wellbeing rituals and joyful adventures for every generation. Guided by JOALI Maldives’s philosophy of the Joy of Creative Living, the programme invites guests to step beyond the everyday and become part of an unfolding festive story beneath the Maldivian sky.

The opening acts: treasured festive traditions

The season begins with the island’s first illumination at the Christmas Tree Lighting, followed by the opening of the Gingerbread House and Santa’s much-anticipated arrival. These cherished traditions lead into a series of signature celebrations, each interpreted through the language of theatre and brought to life with JOALI Maldives’s distinctive sense of artistry and togetherness.

Three gala celebrations take centre stage

Christmas Eve Gala Dinner | 24 December. Inspired by the splendour of grand European theatres, Christmas Eve unfolds as an opulent celebration of exquisite cuisine, live performance and heartfelt connection.

New Year’s Eve Gala | 31 December. The year reaches its cinematic finale through a film-noir-inspired evening of mystery, glamour and allure. Dramatic monochromes and glimmers of gold set the scene for exceptional dining, live entertainment, fireworks and a thrilling countdown to midnight.

Orthodox Christmas Gala | 6 January. Regal traditions inspire an elegant island gathering featuring global flavours and a warm, luminous setting in which guests can come together and cherish the spirit of Orthodox Christmas.

World-class expertise, from the court to restorative touch

Former World No. 1 and Grand Slam champion Ana Ivanović will host exclusive master tennis classes on select days, helping guests refine technique, agility and confidence while experiencing the precision and joy of world-class tennis.

Visiting practitioner Zoa Aviño Hernandez will guide guests through deeply restorative therapies informed by healing traditions from Bali, Thailand and Mexico. From Reiki and reflexology to Kobido, each treatment brings intuitive care and refined technique together to release tension, restore balance and support freedom of movement.

A culinary programme made for the spotlight

Dining becomes a performance of its own through intimate chef-led journeys and generous family-style feasts. Seasonal highlights include Sparkle O’Clock, Mediterranean Dream, The Pasta Performance and Once Upon a Sake, inviting guests to discover new tastes while sharing familiar favourites.

Throughout the stay, themed cocktail invitations will appear across the island, setting the scene for speakeasy evenings, jazz gatherings, island sundowners and other spirited moments designed to surprise and delight.

Island creations with purpose

At the Ceramics Studio, guests can work with JOALI Maldives’s Resident Artist to shape raw clay into a personal artwork inspired by their time on the island. The festive programme also continues the resort’s Christmas Corals tradition, inviting guests to add coral fragments to a Christmas tree-shaped frame and participate in JOALI Maldives’ ongoing commitment to protecting and restoring the Maldivian marine ecosystem.

Movement, wellbeing and the natural theatre of the ocean

Beyond the headline celebrations, guests can find their own island rhythm through padel, holistic treatments at JOALI BEING Cure and an extensive collection of ocean adventures. Snorkelling, private marine excursions and exhilarating experiences above and across the lagoon reveal the natural beauty surrounding Muravandhoo Island.

The Sunset Dolphin Cruise presents the ocean as nature’s theatre, as playful dolphins flip, spin and glide beneath the glow of the setting sun. Families can also join spirited challenges designed around agility, memory, teamwork and creativity, or form a team for Santa’s Football League and compete in a joyful series of holiday matches.

A festive world for younger guests

Muramas Kids Club will host a daily programme of festive crafts, games, parties, sports and colourful adventures centred on four themes: Create, Play, Discover and Move. Young explorers will also meet Pico the Heron, Mermie the Mermaid and other island friends as they connect with nature, express their creativity and celebrate together.

Guests planning a festive escape can enjoy a selection of exclusive benefits for stays from 21 December 2026 to 10 January 2027. Guests staying seven nights or more in any Overwater category will receive 5% off the applicable room rates, alongside an Early Bird saving of 10% for bookings confirmed 120 days prior to arrival, or 5% for bookings confirmed 60 days prior to arrival.

Additional benefits include complimentary return seaplane transfers for children aged 0–6 years on stays of seven nights or more. For stays of 12 nights or more, complimentary return seaplane transfers are extended to two adults and children aged 0–6 years.

The offer is available to book until 10 October 2026. A minimum stay of seven nights applies to all Beach categories, while five nights applies to all Overwater categories.

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Nova Maldives to host PADI AWARE Week this September

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Nova Maldives will renew its partnership with PADI this September to co-host Project AWARE Week from 16 to 20 September 2026.

Organised by the resort’s marine team, the programme will give guests, from first-time snorkellers to experienced divers, opportunities to combine marine wildlife observation with practical conservation activities. The initiative is intended to turn time spent in the ocean into an educational experience while encouraging greater awareness of marine conservation.

This year’s AWARE Week coincides with PADI’s 60th anniversary and Nova Maldives’ fourth year of operation in South Ari Atoll. Now in its eighth global edition, PADI AWARE Week has developed into a citizen science movement within the diving community and has helped rescue more than 41,000 entangled marine animals to date.

Through its continued participation, Nova Maldives aims to encourage guests to become ocean advocates and remain engaged with marine conservation beyond their stay.

Guests staying at Nova during AWARE Week will be able to participate in a programme designed for different levels of ocean experience. Activities will include:

  • Ocean immersion and storytelling: Sessions inspired by Blue Planet and other ocean documentaries, highlighting the diversity and vulnerability of marine life.
  • Dive Against Debris: Underwater clean-up dives in the resort’s lagoon, during which participants will remove plastic and other waste before recording the findings in PADI AWARE’s global database.
  • Whale shark snorkelling: Guided encounters that will allow guests to swim alongside whale sharks in the open waters of South Ari Atoll.
  • Manta ray and turtle-spotting excursions: Guided boat trips to feeding and nesting areas where manta rays and turtles can be observed in their natural habitats.
  • Coral restoration workshops: Practical sessions introducing guests to coral planting and the resort’s ongoing reef regeneration work.

“Some of the most meaningful work happens when you show up year after year. Four years into Nova’s story, we’ve learned that the health of the reef tells us a great deal about the impact we’re making, and that the guests who choose to return aren’t just here for the view,” said Abdulla Aboobakuru, General Manager of Nova Maldives.

“They’re here because Nova reflects something they already care about, including care for the ocean, a sense of community and a more thoughtful way of experiencing the places we visit. That’s what we hope Nova can inspire in new and returning guests alike: less a destination, more a calling.”

The resort’s marine conservation work continues throughout the year. Its coral nursery contains a growing collection of metal frames holding individually secured coral fragments, which are later transplanted onto the house reef. Guests are regularly invited to participate in the planting process, while the marine team monitors the young coral colonies as they develop.

Nova Maldives also maintains partnerships with the Maldives Whale Shark Research Programme and Manta Trust. The resort is accredited as a Responsible Manta Tourism Operator, with the partnerships supporting its year-round approach to marine conservation.

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