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.’
Action
Brazil’s Caio Ibelli crowned Four Seasons Maldives Surfing Champions Trophy winner
Four Seasons Resort Maldives at Kuda Huraa has crowned Caio Ibelli the 2026 Four Seasons Maldives Surfing Champions Trophy winner, concluding a week in which world-class competition became part of the guest experience.
Held from September 4 to 11 at Sultans, one of North Malé Atoll’s best-known right-hand reef breaks and just five minutes by boat from the Resort, the event saw the Brazilian defeat former World No. 2 Bede Durbidge 14:16 to 13.50 points in the Overall Final. The victory added the championship to Ibelli’s Single Fin and Twin Fin titles and made him the Trophy’s first Brazilian winner.
For guests, the result was the culmination of a week that moved effortlessly between high-performance surfing and relaxed island life. From breakfast-time competition calls and five-minute yacht transfers to front-row viewing, drinks and canapés in the channel, the event offered rare proximity to both the action and the athletes.
Staged in collaboration with Tropicsurf since 2011, the invitation-only Trophy challenges six surfers across Single Fin, Twin Fin and Thruster divisions before the two leading competitors meet in an Overall Final aboard equipment of their choice. This year’s field brought together Mason Ho, Caio Ibelli, Bede Durbidge, Felicity Palmateer, Travis Logie and Maldivian surfer Ahmed Hishaam. For Hishaam, competing at a break shaped by a lifetime of local knowledge gave the week particular meaning. “It means a lot to me to represent the Maldives in the Champions Trophy,” says Hishaam. “I’ve spent most of my life surfing these waves.”

No Board Required: A Front-Row Seat at Sultans
The Surfing Champions Trophy follows the rhythm of the Indian Ocean rather than a fixed daily schedule. Each morning, Tropicsurf evaluates the swell, wind and tides before deciding whether competition will run. When the call is made, guests can finish breakfast, step aboard a Four Seasons yacht and arrive at Sultans within minutes. The yachts take their positions in the channel beside the reef, offering clear views of every ride with refreshments and canapés served on board.
Between heats, guests can swim or snorkel in the crystalline water before returning to watch the next match-up. On the opening afternoon, three-to-four-foot waves grew into four-to-six-foot (0.91–1.22 metres) sets as competition progressed, giving those on board an increasingly dramatic view of Sultans at its best. On Twin Fin Day, a manta ray cruised beneath the spectator boats while an 80 second soundtrack played across the channel.
For Durbidge, the experience of returning from the competition arena to the resort captured the appeal. “When you get back on the luxury boat and walk back into the Four Seasons Kuda Huraa, you’re like, ‘This is just living. This is a dream,” says Durbidge. “To be able to come here and surf, to compete, and have our families here, it’s just a dream come true.”
That intimacy continues on land. The surfers and their families stay at Kuda Huraa throughout the event, allowing guests to share boats, island paths, sundowners and celebrations with some of the sport’s most recognisable names. “It’s a chance to slow down, spend time with the other surfers and their families, and really enjoy everything the Four Seasons has to offer,” says Palmateer.
Ho, returning to an event whose personality closely matches his own creative approach to surfing, described the combination simply. “The waves have been super fun the last few years, the resort is amazing and there’s always a really cool crew around,” says Ho.
The week’s celebrations began with an Opening Ceremony at Vabou Huraa, at the end of the resort boardwalk. A traditional Boduberu performance soon drew the surfers and their families into the dancing, setting the tone for a gathering where competition and Maldivian culture remain closely connected. “That’s why Four Seasons is family for us and it’s just so special to be able to live the experience,” says Ibelli after the ceremony. “I think Four Seasons is the experience.”
On lay days, the resort remains the centre of the week. Guests can begin their own surfing journey with Tropicsurf, explore the surrounding reef and marine conservation initiatives, visit ŪRJĀ Naturopathy Island or simply retreat to the pool, spa and lagoon until the next competition call arrives.

Three Boards. One Champion.
Three days. Three boards. Zero lay days. For the first time in the Trophy’s 14-year history, all three divisions were completed across the opening three days of competition.
Ibelli claimed the first two titles. A nine-point barrel helped him defeat Durbidge 15.47 to 13.93 points in the Single Fin Final, before his speed and aerial surfing carried him past Logie 15.87 to 14.13 on the twin fin. Logie, who had originally travelled to Kuda Huraa as a mentor for the Resort’s inaugural Learn with Legends summer camp, recorded the Twin Fin Division’s highest wave score. “I wasn’t even supposed to be at the event, so to get to the Final and to be out surfing against all my friends in these amazing conditions, everything’s just a bonus,” says Logie.
The Thruster Division belonged to Durbidge. As a forecast pulse filled in at Sultans, he posted a 17.43 semifinal total and completed what was believed to be the first mid-heat reef runaround in Trophy history. After coming ashore and running back towards the take-off zone, he returned to the lineup and immediately scored an 8.43. Victory over Ho secured the division and his place in the Overall Final.
On September 10, two Four Seasons yachts returned to the channel as Ibelli and Durbidge met in powerful, offshore conditions. Durbidge built an early lead, but Ibelli turned the heat with an 8.33 ride through two barrel sections, ultimately winning 14.16 to 13.50.
Just two weeks earlier, the Brazilian had no expectation of competing. “Two weeks ago, I was sitting in the outback of Australia, staring at the red dirt,” says Ibelli. “And then one call, my life changed!” Ibelli arrived at Kuda Huraa having surfed little in recent months. He left with three titles and memories shared with his wife and one-year-old son.
“Four Seasons has given me a whole new perspective on life,” he says. “As soon as my wife got here she was like, ‘This is the type of surf trip I’ll be doing from now on.’ She’s already planning to come back next year.”

Where Champions Come to Surf
Across 14 editions since 2011, the Four Seasons Maldives Surfing Champions Trophy has welcomed generations of leading surfers to Sultans.
Past champions include Mark Occhilupo in 2011, Damien Hardman in 2012, Taylor Knox in 2013, Dave Rastovich in 2014, Shane Dorian in 2015, Taj Burrow in 2016, 2017 and 2024, Josh Kerr in 2018 and 2019, Kelly Slater in 2022, Joel Parkinson in 2023 and Michel Bourez in 2025.
Burrow remains the Trophy’s only three-time champion, while Ibelli becomes its first Brazilian winner.

Kuda Huraa: The Home of Luxury Surfing
If Kuda Huraa can challenge world champions, it is also a remarkable place to catch a first wave. Located 25 minutes by speedboat from Velana International Airport, Four Seasons Resort Maldives at Kuda Huraa is the Maldivian home base of Tropicsurf, giving guests year-round access to expert coaching and six surf breaks within approximately 15 minutes of the island.
Complete beginners can start in the sheltered lagoon, learning how to paddle, stand and fall safely before following a structured progression into suitable ocean waves. More experienced surfers can be guided to Sultans and five other nearby breaks, with Tropicsurf managing equipment, boats and daily decisions around the best tides, winds and conditions.
The Resort’s Surf’s Up package includes four days of coaching, guided surf transfers, equipment, daily yoga and a 90-minute Myofascial Renewal treatment for two. Those wishing to travel further can take to the skies on a Seaplane Surfing Safari, exploring remote waves and rarely visited corners of the archipelago from above.
The champions may arrive chasing trophies. Everyone else can come chasing a first wave, a better turn or simply a new Maldivian horizon.

For reservations and enquiries, please visit Four Seasons Resort Maldives at Kuda Huraa, email reservations.mal@fourseasons.com or call +960 66 00 888.
Drink
French winemaker Pascal Jolivet to lead wine-pairing dinner at Milaidhoo Maldives
Milaidhoo Maldives will welcome French winemaker Pascal Jolivet to the island for an exclusive five-course wine-pairing dinner on 4 December, where guests will have the chance to meet him in person, discover his wines and hear more about his approach to winemaking.
Known for his distinctive wines from France’s Loire Valley, Pascal Jolivet will personally present a selection from his collection throughout the evening. Each wine will be paired with a specially created course, bringing together carefully prepared dishes and wines chosen to complement their flavours.
The selection will include Sancerre Signature 2023, Pouilly-Fumé Indigène 2023, Attitude Pinot Noir 2024 and Sancerre Rosé 2024, giving guests the chance to discover different styles from the winemaker’s collection.
Founded in 1987, Pascal Jolivet’s wine house has become well regarded for its approach to expressing the natural character of the Loire Valley’s vineyards. His wines are particularly recognised for their freshness, precision and elegance.
At Milaidhoo, food and wine are an important part of island life. With a strong focus on quality ingredients, varied culinary experiences and a carefully selected wine collection, the island attracts guests who appreciate good food and fine wines.
Nikhil Bakle, Resident Wine Sommelier at Milaidhoo Maldives, says: “What makes an evening like this special is the chance to go beyond the wine in the glass. Having Pascal with us means guests can hear directly from the winemaker, learn about his approach and discover what goes into each bottle. It is also a lovely opportunity to explore how these wines complement the food.”
Set in the UNESCO Biosphere Reserve of Baa Atoll, the evening will bring together good food, exceptional wines and the chance to meet the man behind the label, making it a special occasion for wine lovers visiting Milaidhoo.
Read more about Milaidhoo’s culinary offering here.
News
SO/ Maldives celebrates three years with new island experiences and villa offerings
Three years of bold expressions, unforgettable moments and unapologetic individuality. SO/ Maldives celebrates its third anniversary, marking an iconic journey of redefining contemporary island luxury with its distinctive style and playful sophistication.
Designed for the stylish individualist, SO/ Maldives commemorated the milestone in collaboration with Rip Curl Maldives, bringing together ocean culture, vibrant entertainment and the resort’s signature barefoot glamour in a celebration of creativity and island living.
To mark this new chapter, the resort introduces SO/ Signature Experiences, a curated collection of playful and elevated island moments. From Lazuli Frequency’s silent disco sessions and energetic Water Drums to Floating Pickleball and board games at Lazuli, Afternoon High Tea and Sunset Rituals at Pavilion Bar, each offering captures the resort’s distinctive personality.
Further elevating its luxury offering, SO/ Maldives unveils Your Villa, Your Way, an exclusive villa escape celebrating personalised indulgence and effortless privacy. Featuring private speedboat transfers, bespoke in-villa dining, flexible check-in and check-out, and curated privileges, the experience also extends to the entire CROSSROADS dining experiences.
Beyond the resort, guests are invited to discover a world of flavours across CROSSROADS Maldives, home to 17 restaurants and bars offering everything from international favourites to exceptional culinary experiences, including dining recognised by Asia’s 50 Best. With flexible meal plans and an extensive choice of dining destinations, guests can explore the wider culinary scene with ease.
Connecting SO/ Maldives to The Marina and neighbouring resorts, a complimentary premium Maldivian dhoni shuttle offers a seamless and distinctly local way to experience everything CROSSROADS Maldives has to offer.
As SO/ Maldives enters its fourth chapter, the resort continues to push boundaries through bold collaborations, immersive experiences, environmental stewardship and a fresh perspective on contemporary island luxury.
For reservations and further enquiries, please visit the resort’s official website.
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