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.’
Culture
Fushifaru Maldives showcases Maldivian culture through Eid celebrations
Fushifaru Maldives marked Eid al-Fitr with a series of cultural experiences aimed at showcasing Maldivian heritage and community values, as part of its “Moments of Kindness” initiative.
The resort organised activities designed to reconnect guests with traditional island life, placing a focus on cultural authenticity and community engagement. According to the resort, the initiative sought to revive elements of Maldivian traditions and present them in an interactive format for both international visitors and the local community.

A key highlight of the celebrations was a dedicated Maldivian Night, which featured a live demonstration of Malayfaiy, a traditional communal cooking practice. The experience was complemented by shisha offerings and cooking demonstrations, providing guests with insight into historical culinary techniques and social customs in the Maldives.

The evening also included a Maldivian buffet showcasing a range of local dishes, giving guests the opportunity to experience traditional flavours in a curated setting.

Fushifaru Maldives stated that the programme aimed to create meaningful connections through shared cultural experiences, while preserving and promoting local traditions within a resort environment.

The Eid celebrations form part of the resort’s broader efforts to incorporate elements of Maldivian identity into guest experiences, aligning with growing industry emphasis on cultural sustainability and community-oriented tourism.
Family
W Maldives launches Easter celebration with kayak races and beach feast
W Maldives unveils Tropical Easter, a one-day island takeover on Sunday, 5 April 2026, that transforms the resort into a vivid playground of colour, creativity, and effortless luxury. Set within the luminous blues of the North Ari Atoll, the celebration reframes the traditional holiday through a distinctly Maldivian perspective, where powder soft beaches replace spring meadows and the rhythm of the day moves from sunlit play to starlit revelry. Crafted or a global audience of discerning travellers, the experience balances polished indulgence with the brand’s signature playful edge, inviting couples, families, and friends to celebrate Easter in a a way that feels both elevated and carefree.
The festivities begin with The Great Little Easter Quest at WET Deck, where younger guests embark on a spirited hunt for hidden treasures before channeling their imagination into an open-air painting session. Designed as a joyful expression of creativity rather than a conventional children’s activity, the experience unfolds within the resort’s social heart, surrounded by vibrant energy, turquoise views, and a sense of occasion that resonates across generations.

As the afternoon unfolds, Race The Blue shifts the tempo with a high-energy kayak challenge across the resort’s crystalline lagoon. Participants paddle through waters so clear they reveal the intricate coral gardens of the celebrated house reef below, transforming the race into a breathtaking encounter with the Maldives’ underwater wonder. The event captures the essence of Tropical Easter’s story, playful adventure grounded in the extraordinary natural beauty, offering guests a rare opportunity to engage with the lagoon as both playground and vista.
At sunset, the celebration culminates at FIRE Beach with The Easter Table, a sophisticated alfresco buffet that elevates the holiday meal into a stylish social ritual. Classic Easter flavours are reinterpreted with contemporary flair across interactive live stations and vibrant culinary displays, while music drifts through the warm evening air and the ocean glows just beyond the shoreline. The setting is at once intimate and electric barefoot yet refined, inviting guests to linger long after the final course as the sky deepens into night.

Beyond the day’s curated experiences, Tropical Easter also highlights the resort’s signature lifestyle allure, from overwater villas poised above luminous lagoons to world class snorkelling accessible directly from the beach. Whether seeking adrenaline, indulgence, or pure escapism, guests can chape the celebration entirely to their own rhythm, embodying the freedom and spontaneity that define the W experience in the Maldives.
Travellers inspired to extend the festivities can unlock the exclusive Stay 5, Pay 4, member offer by enrolling in Marriott Bonvoy, transforming a single extraordinary day into a longer island escape. The package offers a compelling reason to plan ahead and immerse fully in the season’s distinctive tropical celebration.

This April, Tropical Easter at W Maldives promises more than a holiday, it delivers a mood, a sun-drenched fusion of playfulness, style and sensory indulgence set in one of the world’s most captivating destinations. For those seeking an Easter that feels fresh, glamorous, and unforgettable, the answer lies where tradition dissolves into turquoise and every moment unfolds with a touch of irreverent luxury.
For more information, visit www.wmaldives.com or connect with the resort’s team at reservations.wmaldives@whotels.com.
Culture
Sun Siyam Iru Fushi marks Eid with cultural celebrations and community spirit
At Sun Siyam Iru Fushi, Eid Al-Fitr is an expression of Ekuverikan —a traditional Maldivian spirit of fellowship where the boundaries between host and visitor dissolve into moments of sharing. The celebrations began on 20 March with a special morning high tea, bringing together our local and international team members to share in the joy of the occasion. By breaking bread following morning prayers, the entire team transformed a religious milestone into a shared human experience where global diversity is encouraged.

While Eid Al-Fitr lunch began with a symbolic cake cutting, the island transformed into a stage for Koadi Jehun at sunset. This traditional procession features locals marching with a koadi, a decorated stake crafted from coconut palm leaves woven into the shapes of birds and fish which is then offered to the children.

During the performance, dancers in traditional attire move in synchrony with Indian pots, a nod to the ancient trade routes that shaped the archipelago. As night fell, the air pulsed with the rhythmic beat of Boduberu. These songs, with roots reaching back to East Africa, serve as a living archive of the Maldivian ancestral journey across the Indian Ocean. The Eid Al- Fitr celebration continued with a DJ party in the newly built leisure hub dedicated to the team. The festivities concluded on Saturday with beach activities, reinforcing the belief that travel is most meaningful when it connects us to both nature and community.

“Eid Al-Fitr is a day to express gratitude through shared kindness,” says Ahmed Waheed, Human Resources Manager at Sun Siyam Iru Fushi. “By bringing guests and team members together, we offer an authentic connection to the Maldivian heritage we hold dear. Ultimately, travel is about these quiet, human moments that leave you feeling as though something new has stirred within.”
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