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.’
News
Patina Maldives announces Orthodox Christmas celebrations with Russian cuisine and live entertainment
From 4 to 7 January 2027, Patina Maldives, Fari Islands, embraces the spirit of Orthodox Christmas through a celebration of Russian culinary traditions, live music and shared experiences for all generations. Set against the natural beauty of the Indian Ocean, the occasion brings together cherished customs and contemporary island living, creating meaningful opportunities for connection and discovery.

On 4 and 5 January, Fari Beach Club presents special dining experiences with Guest Chef Maxim Artyukhov, Brand Chef and Executive Chef of SATEEN GROUP. Drawing inspiration from the culinary heritage of the Don region, Maxim Artyukhov brings his interpretation of European and Russian cuisine to the island, combining locally sourced farm produce with contemporary culinary techniques and the rich flavours of regional gastronomy.

On 6 January, Helios Pavilion becomes the setting for an evening of culinary discovery and live entertainment. Christmas cocktails and refined canapés welcome guests before a specially curated menu brings together international delicacies and much-loved Russian specialities by Chef Maxim Artyukhov. The evening unfolds to the sounds of Anton Belyaev, founder and frontman of Therr Maitz. Blending indie, electronic, soul and pop influences, his live performance fills the evening with energy and festive spirit, while a spectacular fireworks display illuminates the skies above the Indian Ocean.

Younger guests discover the island through a programme designed to inspire curiosity, creativity and a sense of adventure. On 6 January, a Mindful Walk, Kids Yoga, Wildflower Challenge, Green Creations, outdoor games and an introduction to snorkelling invite children to explore their surroundings in new ways. The Padel Tennis Tournament brings guests together through friendly competition and shared sporting experiences. While parents enjoy the Christmas dinner, younger guests have their own dedicated space for play and entertainment.
On 7 January, Russian winter folklore comes to life with a special appearance by Ded Moroz and his granddaughter, Snegurochka. Beloved figures of the Russian Christmas tradition, they bring festive cheer to the island and delight younger guests with special gifts.

At Patina Maldives, Orthodox Christmas brings cherished traditions into a setting defined by natural beauty, thoughtful experiences and meaningful connections. From Russian culinary heritage and live music to moments of discovery for younger guests, the celebration offers an opportunity to come together, share the spirit of the occasion and create lasting memories by the Indian Ocean.

For more information, please visit the resort’s website or contact reservations.maldives@patinahotels.com.
Cooking
Belgian Chef Wout Bru to bring exclusive dining experiences to Meyyafushi, Fushifaru Maldives
Acclaimed Belgian chef Wout Bru will bring his distinctive culinary vision to the Maldives for an exclusive residency across Meyyafushi and Fushifaru Maldives from 31 October to 7 November 2026, featuring two special dining experiences in celebration of Meyyafushi’s first anniversary.
Renowned for his modern-classical culinary philosophy, Chef Wout combines contemporary techniques with Mediterranean influences, placing quality ingredients and their natural flavours at the heart of his cuisine. His distinguished career includes international recognition in France and Belgium, with Le Grand Verre receiving its first Michelin star in 2023.
Chef Wout will personally host an exclusive dinner at Bubble Underwater Restaurant at Meyyafushi Maldives on 2 November 2026, followed by a second dining experience at Raakani Restaurant at Fushifaru Maldives on 5 November 2026. Each dinner will take place on one evening only, featuring a specially curated menu by the chef. Both experiences will be open to in-house guests and outside visitors, including guests staying at the sister resort and those visiting from surrounding islands, subject to availability and advance reservations.
The residency will begin at Meyyafushi, a premium all-inclusive resort featuring 94 private-pool villas and suites and distinctive dining concepts, before continuing at Fushifaru, an award-winning boutique resort celebrated for its authentic Maldivian character, pristine beaches and vibrant marine life.
“Food has a unique way of bringing people together and creating memories that stay with us long after a journey ends. Welcoming Chef Wout Bru to our islands is a wonderful opportunity to celebrate Meyyafushi’s first anniversary while further elevating the culinary experiences we offer across both resorts. We look forward to sharing these special occasions with our guests and creating memorable moments that reflect our commitment to exceptional hospitality,” said Ahmed Siaar, Cluster General Manager of Meyyafushi and Fushifaru Maldives.
Through this collaboration, both resorts aim to elevate their culinary offerings, create memorable guest experiences and celebrate the connection between exceptional gastronomy and the natural beauty of the Maldives.
Meyyafushi Maldives:
- Dinner date: 2 November 2026
- Venue: Bubble Underwater Restaurant
- Price: USD 450 net per person – 4 course wine pairing dinner
- Reservations: reservations@meyyafushi.com
- Website: www.meyyafushi.com
Fushifaru Maldives:
- Dinner date: 5 November 2026
- Venue: Raakani Restaurant
- Price: USD 300++ per person – 5 course Michelin dinner
- Reservations: reservations@fushifaru.com
- Website: www.fushifaru.com
Both dinners are available to in-house guests and outside visitors, including guests staying at the sister resort and those visiting from surrounding islands, subject to availability and advance reservations.
Action
Adaaran Select Hudhuranfushi brings together local, international female surfers
Adaaran Select Hudhuranfushi with its renowned wave Lohis, recently welcomed an all-female surf group for a week of surfing, wellness, and meaningful connections. Beyond experiencing the Maldives’ world-class waves, the visit created an opportunity to bring together international surfers from Surferelle, a women-focused female surf KOL, and members of Surf Her Story, a local female surfing community, for an inspiring exchange of experiences, perspectives, and stories.

Connecting Women Through Surfing
The gathering brought together women from different countries, cultures, and backgrounds, united by their shared passion for the ocean.

Through conversations and shared experiences, participants exchanged perspectives on surfing, personal growth, confidence, and the challenges women face in pursuing their passions.
What began as a meeting of surfers became a reminder that, despite cultural differences, women often share similar aspirations and challenges. The exchange offered an opportunity for mutual encouragement, new friendships, and inspiration that extended well beyond the water.

Surf Her Story: Empowering the Next Generation
Founded by former professional surfer Maju Freitas, with the support of local surfers Aya Naseem and Rishtha Suja, Surf Her Story is a community-driven initiative dedicated to introducing more girls across the Maldives to surfing.

The idea began four years ago when Freitas first visited the Maldives and noticed something missing from its incredible surf scene.
“I remember thinking, ‘Oh my God! This place has amazing waves… but WHERE ARE ALL THE GIRLS?'” she recalls.
Determined to make a difference, Maju created Surf Her Story to help more Maldivian girls discover the physical, mental, and social benefits of surfing.

Beyond developing surfing skills, the initiative aims to build confidence, encourage self-expression, and create a supportive sisterhood where girls can grow together, both in and out of the ocean.
“My biggest dream is for every girl to have the opportunity to experience the freedom, happiness, and empowerment that surfing has given me throughout my life,” says Maju. “I truly believe surfing can change lives, and through Surf Her Story, I hope to share that feeling with as many girls as possible.”

Giving Back to the Community That Makes Surfing Possible
As a surf destination, the Maldives offers extraordinary experiences to visitors from around the world. Lohis Maldives believes that the benefits of surf tourism should also extend to the local communities that call these islands home.
Welcoming Surf Her Story was a small but meaningful step toward that vision: creating space for local female surfers to connect with an international community, share their voices, and gain encouragement from women with different life experiences.

By facilitating these connections, the resort hopes to contribute to a future where more Maldivian girls feel welcome in the water, confident in their abilities, and supported in pursuing their ambitions.
At Lohis, the true value of surf travel lies not only in the waves we enjoy, but also in the positive connections and opportunities we leave behind.
The resort looks forward to continuing to support community engagement, celebrate women in surfing, and create experiences that bring lasting value to both visitors and the local community.
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