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
JA Manafaru expands luxury villa collection with royal beach residence
Arriving at JA Manafaru is like entering another realm of luxury. This enviable destination gives new meaning to the notion of an idyllic island escape, and now, the property has unveiled its extraordinary new Three Bedroom Royal Beach Residence, setting a new benchmark for intimate island experiences in the Maldives. Boasting unmatched space, privacy, and personalised service, the residence combines expansive beachfront living with world-class amenities and the resort’s signature warm hospitality. Offering a rare sense of seclusion in one of the Indian Ocean’s most breathtaking settings, it is an elevated way to enjoy the Maldives in complete comfort and style.
Situated in the pristine Haa Alifu Atoll, JA Manafaru is a secluded island sanctuary where powder-white sands meet crystal-clear lagoons and vibrant coral reefs. The resort’s natural beauty, serene setting, and deeply immersive guest experiences are supported by exceptional facilities including multiple dining venues, a renowned spa sanctuary, and a collection of beachfront and overwater villas. With a focus on wellbeing, adventure, and cultural connection, it is a true escape into island life, where each day unfolds at a gentler, more meaningful pace.


Adding to the resort’s allure, the new Three Bedroom Royal Beach Residence is the largest of its kind in the Maldives, spanning an impressive 5,800 sqm, making it a fully private sanctuary for up to six adults, three children, and two infants. Every detail has been carefully considered, including the expansive indoor and outdoor living spaces, the European super king beds, and the elegant lounge areas that open directly onto the island’s natural beauty. A dedicated Thakuru service ensures every stay is entirely personalised, offering intuitive hospitality tailored to each guest’s preferences.
At the heart of the residence lies an exclusive beachfront experience unlike any other. Guests can enjoy their own exclusive stretch of sand, complete with refreshing pools, sun-drenched terraces, and shaded cabanas that flow majestically into the oceanfront. Thoughtful additions, including a volleyball net for leisurely afternoons by the sea and a private bar designed for sunset gatherings and evening entertainment, are all set against uninterrupted views of the Indian Ocean.


A complete intimate retreat, the residence also features a dedicated spa pavilion with a sauna and steam room, built for wellness at any time of day. Multiple indoor and outdoor dining areas provide the perfect setting for shared meals, while dedicated bicycles allow guests to explore the island at their own pace. With complimentary WiFi and premium in-villa amenities throughout, every element has been curated to deliver absolute privacy, effortless comfort and a heightened sense of island living.
Promising a stay like no other, the Three Bedroom Royal Beach Residence at JA Manafaru offers a truly distinctive way to experience the Maldives. Book your stay now to discover a world where space, serenity, and personalised luxury come together in perfect harmony.


Maldives Private Residence Escape
For guests seeking an extended island retreat, JA Manafaru’s Maldives Private Residence Escape is an exceptional opportunity to experience the resort’s spacious two and three-bedroom private residences with added privileges designed to elevate every moment. Combining the comfort of a private home with the personalised service and world-class amenities of a luxury island resort, and surrounded by uninterrupted ocean views, guests can enjoy the generous indoor and outdoor living spaces, incredible infinity pools, and the freedom to experience the Maldives at their own pace during a five night stay.


Each stay is enhanced by a dedicated personal butler, ensuring a seamless and highly personalised experience throughout, alongside a complimentary CIP airport meet-and-greet service, allowing guests to bypass standard immigration and baggage collection queues for a smoother, more effortless arrival and departure. Guests can also enjoy an intimate stargazing session and movie under the stars, available exclusively for bookings made via the official booking link on the JA Manafaru website, allowing them to further soak up the beauty of this stunning destination.


Spend time exploring the island by bicycle, enjoying curated marine and cultural experiences, or simply unwinding in complete privacy. Thoughtful touches, including a bottle of bubbly and fruit basket on arrival, daily turn-down amenities, complimentary laundry services, and priority restaurant reservations, add further convenience, while complimentary seaplane transfers ensure everything is covered from arrival to departure.


When: Available for stays until December 23rd
Offer Inclusions:
- 30% savings on stays for JA DISCOVERY members
- Accommodation in a two or three-bedroom private residence
- Private outdoor infinity pool
- Bottle of bubbly and fruit basket on arrival
- Personal butler throughout the stay
- Complimentary seaplane transfers
- Complimentary airport meet-and-greet service
- Personalised bicycles
- Daily amenities during turn-down service
- Complimentary laundry service for up to 50 garments per stay
- Priority restaurant reservations
Terms & Conditions:
- Valid for stays of five nights or more
- Subject to availability at the time of booking
- JA DISCOVERY member savings apply where applicable
- Additional terms and conditions may apply
For reservations and more information, please click here.
Cooking
Alila Kothaifaru Maldives positions dining at the heart of guest experience
Alila Kothaifaru Maldives invites guests to discover the island as a dining destination, where distinct culinary concepts, thoughtful cuisine and extraordinary settings come together. From Japanese precision, Italian craft and the coastal flavours of the Middle East and Mediterranean to barefoot dining on a secluded sand cay and intimate meals in a private pool villa, each experience offers a different way to taste the island.

Across the resort, menus draw on local catch delivered by neighbouring fishermen, island-grown herbs, and fresh fruits and vegetables sourced weekly from a nearby producer, supporting local agriculture while reducing food miles. The resort’s multicultural culinary team also brings diverse perspectives to the table, with chefs and service teams trained to accommodate evolving dietary preferences and requirements, including vegan, keto, allergies and food intolerances.

Beyond the restaurants, The Shack, reached by a five-minute speedboat journey, offers picnics, sunset barbecues and bespoke twilight dinners on a secluded sand cay. Every Thursday, the Shack Flair Sundowner adds crafted cocktails and flair bartending against the colours of the Maldivian sunset.

“Our dining experiences are most memorable when the setting, menu and service come together seamlessly. We let the island inspire experiences that feel deeply personal, while reflecting how we care for our destination through supporting nearby producers, using more local ingredients and creating meaningful connections with place,” said Thomas Weber, General Manager.

Private dining extends this philosophy further. Floating Breakfast and Floating Lunch with Champagne bring indulgence to the privacy of a villa, while beach and villa settings can be transformed for proposals, family celebrations, barbecues and chef-led tastings, with menus personalised around individual tastes and dietary needs.

“Our culinary approach is about creating a sense of place through every plate. By incorporating locally sourced produce alongside local seafood and island-grown ingredients, we support the community while reducing the distance ingredients travel. With our diverse culinary team and continued training, we can also thoughtfully adapt menus for vegan and keto preferences, allergies, intolerances and other dietary requirements without compromising flavour, quality or creativity,” said Frank Wackerhagen, Executive Chef.

“The expectations of today’s guests are constantly evolving, and our role is to evolve with them. Our chefs and service teams welcome guests from different cultures and backgrounds, each with their own preferences and dietary needs. Our teams are trained to understand these requirements and adapt each experience thoughtfully, ensuring guests never feel they are compromising on flavour, quality or choice,” said Danilo Paolella, Director of Food & Beverage.

Together, the resort’s restaurants, destination dining settings and private experiences give guests the freedom to dine differently throughout their stay, from breakfast overlooking the water and leisurely island lunches to sundowners and dinners beneath the Maldivian sky.
Selected experiences require advance reservation and are subject to weather, tide and operational conditions.
For more information or to discover the resort’s dining experiences, visit www.alilakothaifarumaldives.com.
Action
World record freediver Hanli Prinsloo to lead retreats at two Maldives resorts
Following the success of her 2025 freediving retreat at Avani+ Fares Maldives Resort, eleven-time freediving world-record holder and ocean conservationist Hanli Prinsloo will return to Baa Atoll this September with an expanded programme across two Minor Hotels resorts.
Hanli will begin with a Family Freediving Retreat at Avani+ Fares Maldives from 7 to 10 September before continuing to NH Collection Maldives Reethi for Into the Blue, a four-night retreat running from 14 to 18 September. Together, the two experiences offer different ways to explore the Baa Atoll UNESCO Biosphere Reserve, from a playful introduction for families to a more immersive programme for beginners and experienced freedivers aged 16 and above.

At Avani+ Fares, Hanli will introduce parents and children to freediving through breathwork, floating, snorkelling, gentle duck dives and underwater games. The focus is not on depth or competition, but on helping families build confidence in the water, understand their breathing and experience the ocean together at a comfortable pace.
The Family Freediving Retreat will open the resort’s annual Ocean Aware Month, a September programme dedicated to marine discovery and conservation. Activities will include coral conservation and planting workshops, underwater photography and videography sessions, beach clean-ups and PADI speciality courses.

On 17 September, Avani+ Fares will celebrate World Manta Day with marine-inspired art workshops for all ages and snorkelling excursions to Hanifaru Bay, known for its seasonal gatherings of manta rays.
“Baa Atoll keeps calling us back,” said Hanli Prinsloo. “Following last year’s retreat at Avani+ Fares, I am excited to return with a full family programme and to continue the journey at NH Collection Maldives Reethi. At Avani+ Fares, we will make freediving playful and approachable for parents and children. At Reethi, guests will have more time to develop their skills through breathwork, training and exploration. Both retreats are about building confidence in the ocean and understanding why this remarkable environment deserves our care.”

In addition, Hanli will host the four-night Into the Blue retreat at NH Collection Maldives Reethi. Open to guests aged 16 and above who are comfortable swimming, the programme combines yoga, meditation and guided breathing with house reef snorkelling, rope freediving and drift dives. Beginners and experienced freedivers can train together while progressing at their own pace.
The retreat will also include an excursion to Hanifaru Bay, approximately 15 minutes from the resort. At Reethi, guests can continue exploring from the island’s house reef, which supports marine life including angelfish, clownfish, reef sharks and sea turtles.

The three-night Family Freediving Retreat at Avani+ Fares Maldives starts from USD 3,160 per person, based on single occupancy. The package includes accommodation, full board, return seaplane transfers and all retreat sessions. Ocean Aware Month activities are complimentary for resort guests, subject to availability.
The four-night Into the Blue retreat at NH Collection Maldives Reethi starts from USD 4,333 net per adult, inclusive of accommodation on full board, return seaplane transfers and the full retreat programme.
For details and reservations, visit world.nh-hotels.com/en/nh-collection-maldives-reethi, email reservations.nree@nhcollection.com or call +960 660 2626.
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