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.’
This festive season, NH Collection Maldives Reethi Resort is turning up the rhythm with Havana Nights, a colourful island celebration inspired by the music, flavours and unmistakable spirit of Cuba.
Running from 21 December 2026 to 7 January 2027, the programme brings together festive dining, live entertainment, family experiences, wellness and ocean adventures, all set against the natural beauty of Fonimagoodhoo in the UNESCO-protected Baa Atoll Biosphere Reserve.
The celebrations begin on 21 December, an especially meaningful date as the resort marks the first anniversary of its new chapter as NH Collection Maldives Reethi Resort. An anniversary cocktail reception will be followed by the lighting of the Christmas tree, setting the mood for more than two weeks of festive island life.
Christmas Eve will unfold with a distinctly tropical spirit. Guests can spend the day between wellness sessions, family activities and the beach before gathering for festive cocktails, Santa’s arrival and a Christmas Gala Dinner at Jumla. Live music and Cuban-inspired performances will carry the celebrations into the evening.
The programme continues with relaxed festive dining, music, beach activities, wellness experiences and plenty for younger guests, allowing families and couples to enjoy the season at their own pace.
On 29 December, Havana Nights takes its sense of adventure beneath the surface with the resort’s Sunken Rum Dive. Divers will retrieve an ocean-aged rum cask before the story continues ashore with Bring Up the Lost Treasure, a guided tasting inspired by Handhuvaru’s signature rum experience.
The island reaches its most vibrant on New Year’s Eve, with live entertainment, music and fire performances leading into a midnight fireworks display over the Indian Ocean. New Year’s Day slows the tempo with a leisurely brunch, live music and relaxed afternoon celebrations by the sea.
Inspired by the romance of Caribbean travel and the easy rhythm of island life, Havana Nights gives the traditional festive escape a warmer, more playful character. Days are made for the ocean, spa and sunshine, while evenings bring people together over good food, music and celebration beneath the palms.
NH Collection Maldives Reethi Resort is home to 105 renovated beach and overwater villas, complemented by restaurants and bars, REVIVE Spa & Wellbeing, family facilities and a wide range of marine and recreational experiences.
The resort is located 35 minutes by seaplane from Malé, or 20 minutes by domestic flight to Dharavandhoo Airport followed by a 15-minute speedboat transfer.
For more information about NH Collection Maldives Reethi Resort, please visit the resort’s official website.
Joy Island has unveiled its festive programme for 2026/2027. Titled Joyful Horizons the festive season runs from 22 December 2026 to 6 January 2027, offering a vibrant programme of celebrations and experiences inspired by the island’s natural rhythm.
Christmas on the Island
The season opens on 22 December with the lighting of the island’s Christmas tree on Rainbow Beach, with cocktails, and Captain Santa’s Ocean Escape, a family dhoni cruise. On Christmas Eve, guests can enjoy cocktails at Rainbow Bar, a candlelit Gala Dinner at The Market and a Christmas Eve Party with a midnight snack spread. Christmas Day begins with Santa’s arrival on Rainbow Beach, followed by a festive brunch at The Market, a Christmas BBQ Dinner at Palm Beach and live music at Rainbow Bar.
Welcoming the New Year 2027
On 31 December, guests can start with a pre-dinner cocktail at Rainbow Bar, then sit down to a multi-course Gala Dinner on Rainbow Beach. Fireworks light up the beach at midnight for the countdown to 2027, and a midnight snack spread keeps the celebration going. New Year’s Day begins with breakfast, a Recovery Brunch at Market Restaurant, a Celebrate Maldivian Culture evening and Cinema Under the Stars at Palm Beach.
Dining Experiences
Explore signature culinary experiences such as Tales of the Maldivian Sea on 26 December, A Food Journey Through the Wines with Master Sommelier on 28 December, Endless Romance, a private candlelit dinner for two on 30 December, and the Italian Wine Journey on 4 January. Guests can also savour a diverse range of flavours across the resort’s restaurants, from international cuisine at The Market to authentic Italian dishes at Il Basilico and Asian specialities, including teppanyaki-inspired creations, at the Japanese Corner.
Family, wellness and discovery
Beach Family Olympics, a Family Kayak Race, a Family Amazing Race and family pool fiestas run through the season. Guests can also join a local island discovery tour, sunset fishing, coral planting with a marine biologist, and mixology and chocolate-making classes. The daily Kiddie Cove programme includes coconut shell painting, gingerbread crafts, treasure hunts and a kids’ talent show. Oasis Spa offers couples’ massages, facials and a Maldivian herbal poultice, and daily yoga runs at the Spa Yoga Pavilion.
As night falls, Rainbow Bar comes alive with vibrant themed evenings, including Hawaiian Night with a fire show, the Blanc & Beats White Party, Mystic Mask Night, Masquerade Party and Glow After Dark, creating a festive atmosphere filled with music, entertainment and unforgettable island moments.
“This festive season, we invite our guests to embrace the joy of togetherness and create unforgettable holiday memories. From exquisite gala dinners and vibrant themed evenings to exciting island adventures and fun-filled celebrations for all ages, we have curated a festive programme that captures the lively spirit of Joy Island, ” said Bandula Thilakarathne, Resort Manager of Joy Island.
You & Me Maldives has unveiled its festive programme for 2026/2027. From 22 December 2026 to 6 January 2027, the adults-only romantic retreat will offer sixteen days of vibrant celebrations, exclusive dining experiences and unforgettable island adventures.
Christmas on the Island
The season opens on 22 December with a sunset cocktail party and “A Spark of Love” tree-lighting ceremony at Cheers Bar Beach. On Christmas Eve, guests are joined by carolers for a cocktail party, followed by a Christmas Gala Dinner on The Sand Beach and a late-night Christmas Party. Christmas Day brings carols, Santa’s arrival on the beach, a Christmas Brunch, an X-Mas Day Cruise and an Indian Chef Movement dinner.
Welcoming the New Year 2027
On 31 December, guests can enjoy a cocktail party at Cheers Bar Beach and a gala dinner on The Sand Beach. The night closes with the Disco Around the World Party, featuring dazzling performances, live music and DJ sets, before a midnight fireworks display over the Maldivian sky. New Year’s Day starts slowly with a “Love at First Light” breakfast and a New Year’s Brunch, then continues with the First Wave and First Catch of the Year excursions.
Romantic Dining Experiences
Romantic dining is the heart of the programme, featuring exclusive culinary experiences such as Krug Beneath the Waves on 28 December, a five-course dinner paired with Krug Champagne at H2O, the resort’s underwater restaurant six metres below the ocean’s surface, curated by Chef Andrea Berton. Other highlights include Journey Through the Night, a five-course dinner aboard the Love Boat; Beneath the Canopy of Love, an intimate beachside dinner paired with Ruinart Brut; Sand & Romance, featuring a unique sunken table set into the sand; and An Affair with Lobster, a beachfront lobster barbecue accompanied by Champagne, alongside many other exquisite culinary offerings.
Experiences and entertainment
Guests can head out on a Love Drift castaway sandbank picnic lunch, sunset fishing, dolphin cruises, stargazing and local island excursions. Evenings feature a Maldivian Boduberu show, a fashion show, karaoke, belly dance performances, a Glow Party and an Orthodox Christmas Party on 6 January. By day, the resort offers morning flow yoga, aqua aerobics, Tabata and a pool party.
Wellness Packages include the Moonlight Spa Ritual under the stars and a Private Sandbank Massage. Highlights include the Asian Heritage Signature Massage, Chakra Therapy and Lava Stone Therapy at our beautiful You & Me Spa.
“This festive season, we celebrate the special moments and connections that make the holidays truly memorable. From sumptuous gala feasts to extraordinary dining experiences six metres beneath the ocean at H2O, we have curated an exclusive programme that reflects the essence of our adults-only premium all-inclusive resort, inviting guests to celebrate romance in its most enchanting form here on the Island of Love,” said Mohamed Imthiyaz, General Manager of You & Me Maldives.
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