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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.’

Food

The Standard, Maldives unveils September line-up of Oktoberfest, Negroni Week

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This September, The Standard, Huruvalhi Maldives invites guests to raise a glass, chase unforgettable moments, and embrace the resort’s signature playful spirit as Oktoberfest and Negroni Week arrive in paradise alongside a lineup of island adventures, social gatherings, and exclusive experiences.

From 19 September to 4 October 2026, Oktoberfest takes centre stage with daily beer-inspired celebrations, bringing together great food, ice-cold pours, and good company against the backdrop of the Indian Ocean. Meanwhile, cocktail enthusiasts can celebrate Negroni Week from 21 to 27 September 2026, discovering the timeless Italian classic reimagined in true Standard style.

At the heart of the Oktoberfest festivities is Todis Bar, where guests can enjoy a daily Happy Hour featuring refreshing beers and lively island vibes at sunset. Guests can also indulge in specially curated Beer Pairing Lunches at Joos Café, showcasing hearty favourites including gourmet hot dogs, German bratwurst, and shareable plates designed for gathering friends and loved ones around the table.

“At The Standard, Maldives, every celebration is an opportunity to connect, explore, and create memorable moments together,” said Nandakumar Dharuman, the resort’s Director of Culinary. “Whether guests are toasting Oktoberfest, enjoying a perfectly crafted Negroni, or setting off on a marine adventure, this season is all about bringing people together in a fun and unexpected way.”

Beyond the food and beverage experiences, guests can seamlessly combine the festivities with the resort’s signature island adventures. After all, a Maldives holiday is best enjoyed in and around the water. From snorkelling vibrant coral reefs and discovering the region’s marine wonders to unforgettable excursions in Hanifaru Bay, every experience offers a new opportunity to explore paradise. Guests can also join exhilarating manta ray excursions and glide alongside these gentle giants, with experiences available through the resort’s dive centre.

The Sip & Chat Cocktail Party, held every Monday, is another experience not to be missed. This lively social gathering brings together guests and members of the resort’s management team for an evening of cocktails, conversations, surprises, and exciting lucky draws. It is the perfect opportunity to mingle, share stories, and experience the warm, welcoming personality that defines The Standard.

Those seeking a more intimate celebration can elevate their stay with the resort’s Floating Sunset Sparkle experience. Set within the privacy of a villa pool, guests can enjoy house champagne and a selection of curated canapés while soaking in the magic of a Maldivian sunset, creating an unforgettable moment for couples and special occasions.

Whether sipping a Negroni at sunset, sharing a beer over lunch, connecting with fellow travellers, or discovering the natural beauty of the Maldives, guests are invited to celebrate September the Standard way: relaxed, playful, and anything but standard.

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Awards

ROBINSON NOONU wins Best Fun & Friendly Resort title for second time

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ROBINSON NOONU has been named Best Fun & Friendly Resort at the Travel Trade Maldives (TTM) Awards 2026 for the second time. This marks the fourth consecutive TTM award for ROBINSON Clubs in the Maldives.

“Receiving the award for the second time is particularly gratifying. It shows that our concept resonates with both our guests and our industry partners, whilst we continue to follow our own path. ROBINSON NOONU has its very own character,” says General Manager Jan Karliczek.

ROBINSON NOONU is located on Orivaru Island in the Noonu Atoll. Guests stay in beach and water villas, many with direct ocean access or private pools. The club’s house reef invites snorkelling and diving. Sports offerings include fitness classes from yoga to HOT IRON as well as padel. The resort also features special event weeks, diverse entertainment, and programmes for children and teenagers.

With this latest recognition, ROBINSON continues its TTM Awards success in the Maldives: ROBINSON MALDIVES won awards in 2023 and 2025, whilst ROBINSON NOONU impressed in the Best Fun & Friendly Resort category in 2024 and now 2026.

The TTM Awards are among the most prestigious accolades in the Maldivian tourism industry and are presented annually at the international TTM Maldives trade fair. Winners are determined through online voting accessible via the TTM website. In 2026, awards were presented across 32 categories.

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Sirru Fen Fushi brings music, Michelin-starred sining and wellness to festive season

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This festive season, Sirru Fen Fushi –Private Lagoon Resort unveils A Constellation of Moments, a thoughtfully curated programme of immersive celebrations, wellness, gastronomy and unforgettable island experiences from 23 December 2026 to 7 January 2027, where every sunset, gathering and shared experience becomes part of an unforgettable island story.

Inspired by the natural rhythm of the Maldives, the programme celebrates the unique duality of Sirru Fen Fushi – Ocean by Day, Stars by Night. From golden sunsets over one of the Maldives’ largest private lagoons to evenings beneath some of the country’s darkest and most spectacular skies, the festive journey has been designed as a collection of meaningful moments.

Throughout the festive season, guests will gather for immersive sunset experiences accompanied by live music, before the celebrations continue with elegant after-dinner entertainment on the beach. Featuring an international ensemble of musicians, dancers and performers, each evening unfolds with captivating live performances, fire shows and vibrant entertainment, creating unforgettable moments under the Maldivian night sky.

The festive calendar reaches its peak with a series of signature celebrations, beginning with the Opening Night and Tree Lighting Ceremony on 23 December, followed by Christmas Eve and Christmas Day festivities, a spectacular Pirates of Sirru family celebration, an unforgettable New Year’s Eve gala and Orthodox Christmas celebrations, before concluding with a memorable Closing Night on 7 January.

Music remains at the heart of the programme through a resident ensemble of internationally acclaimed musicians, dancers, acrobats and fire performers, creating a seamless atmosphere across sunset gatherings, dining experiences and evening celebrations. Guests can also engage with the artists through the exclusive Constellation Academy, offering private and small-group masterclasses in music, dance and performance throughout the festive season.

Wellbeing also takes centre stage with the return of internationally renowned holistic wellness practitioner Dr Doshi, whose exclusive residency offers personalised consultations, holistic healing therapies and mindfulness experiences at Arufen Spa. Designed to restore balance during the festive season, the residency provides guests with an opportunity to reconnect with themselves and embrace a more mindful festive escape in one of the Maldives’ most tranquil settings.

Beyond the celebrations, guests are invited to immerse themselves in the island’s natural beauty through a curated collection of experiences. Marine adventures include Turtle Research excursions, guided Coralarium discovery experiences, sunset dolphin cruises, handline fishing and snorkelling across the resort’s spectacular 9-kilometre house reef, while creative workshops, sustainability initiatives and family-friendly activities provide meaningful experiences for guests of all ages.

For those seeking the ultimate festive escape, the resort’s private Azimut Yacht offers a collection of bespoke experiences, from romantic champagne sunset cruises and half- day lagoon adventures to full-day voyages exploring pristine sandbanks and vibrant coral reefs, each thoughtfully tailored to showcase the breathtaking beauty of the Indian Ocean while creating unforgettable moments at sea.

Exceptional gastronomy forms an integral part of the festive journey. Throughout the season, Raha Market hosts lavish festive buffets and gala dinners, Kata offers refined Japanese dining accompanied by live acoustic performances, while Azure presents Mediterranean-inspired seafood in a spectacular overwater setting. Elevating the culinary programme further, Michelin-starred Chef Tristan Brandt returns to Sirru Fen Fushi to host two exclusive dinners, showcasing his signature contemporary cuisine through thoughtfully curated menus celebrating exceptional ingredients, creativity and refined craftsmanship.

“At Sirru Fen Fushi, we believe the most memorable holidays are shaped by the moments we share,” said Rudrojit Deb, General Manager of Sirru Fen Fushi. “This festive season, we have created a journey that celebrates connection – to loved ones, to nature and to oneself. Whether watching the sun set over our lagoon, enjoying music beneath the stars, discovering the underwater world or embracing a moment of wellbeing, every experience has been thoughtfully designed to become part of our guests’ own constellation of memories.”

Surrounded by one of the Maldives’ largest private lagoons, Sirru Fen Fushi offers 120 spacious beach, jungle and overwater villas, exceptional dining experiences, the iconic Coralarium – the Maldives’ first underwater art installation and coral regeneration project – and a wealth of experiences that celebrate the island’s extraordinary natural beauty. This festive season, guests are invited to celebrate in a destination where every moment shines a little brighter.

To discover more or to reserve your festive escape, please visit the resort’s website or contact reservations@sirrufenfushi.com.

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