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.’
Featured
The Nautilus Maldives unveils ‘An Easter Canvas’ of colour and creativity
This Easter, The Nautilus Maldives is inviting guests to step into “An Easter Canvas”, a celebration where colour, creativity, and island freedom come together in a week of joyful expression. At this ultra-luxury bohemian hideaway, Easter unfolds like a living artwork, with days washed in colour, moments shaped by imagination, and time flowing as gently as the tides.
At the centre of An Easter Canvas is a collection of immersive artistic experiences inspired by the island’s radiant spectrum of colours. From family art sessions hosted by a visiting Maldivian artist to a collaborative beach canvas that evolves with each guest’s contribution, the Easter programme becomes a tapestry of renewal and joy—crafted by the hands and hearts of those who take part.
Solasta Spa embraces Easter with a curated palette of healing and renewal.
- Radiant Awakening draws from sunshine hues with a rejuvenating body polish and signature massage.
- Harmony Within reflects tranquil greens through aloe-based treatments, crystal sound healing, and grounding techniques.
- Ocean Stillness mirrors the calm blues of the sea, beginning with a salt exfoliation followed by a meditative Shirodhara ritual.
- Tender Renewal and Soulful Reflection explore soft pink and violet tones through rose quartz, aromatherapy, and gentle facial therapies.
Each ritual offers a sensory immersion designed to awaken, soothe, and restore—one colour at a time.
Dining at The Nautilus is treated as an art form. As the island shifts through its Easter-inspired palette, culinary experiences transform with it—from colour-changing cocktails at Naiboli’s Shades of the Horizon sunset pop-up to vibrant beach dinners and lively Easter brunches at Thyme. Without menus or fixed hours, each meal becomes a spontaneous creation shaped by guest preferences and the island’s creative spirit.
This Easter season will also feature a special appearance by Chef Gregor Zimmermann, Swiss State Chef and Executive Chef of the iconic Bellevue Palace in Bern. A distinguished member of Le Club des Chefs des Chefs, he will present two exclusive five-course dinners and a chocolate masterclass. His creations will form a dialogue between the refined flavours of the Swiss Alps and the treasures of the Maldivian seas, expressed through authenticity, emotion, and technical mastery.
Easter at The Nautilus promises a world of discovery for younger guests. Activities include the lively “Bunny Kickoff” party, ocean-inspired crafts, pastel tie-dye sessions, treasure hunts, and the island’s signature event—the “Every Bunny Wins Easter Egg Hunt”.
Children may also explore purposeful creativity through ecoBirdy Ocean Lab workshops, which introduce young minds to the beauty and fragility of marine environments. Each session guides children in transforming recycled plastics into small functional artworks. Through storytelling and hands-on making, young guests learn about sustainability while creating keepsakes inspired by the ocean around them.
At The Nautilus, Easter is more than a seasonal holiday—it is a celebration of renewal, artistry, and the simple joy of creation. Whether crafting upcycled treasures during ecoBirdy workshops, contributing to the island’s living art installation, enjoying spontaneous feasts shaped by personal tastes, or sharing sunlit moments on white sands, every guest becomes part of a story painted in freedom, colour, and flow.
Featured
Sweet traditions: Canareef Resort hosts festive cake mixing ceremony
On the morning of 26 November, as the Maldives embraced the gentle warmth of the festive season, Canareef Resort Maldives once again lit up the island with its much-loved Christmas tradition – the annual Cake Mixing Ceremony. Held at the lively Dhoaraa Bar at 10:30am, the event brought together guests, team members, and island friends in a joyous celebration of tradition, community, and holiday spirit.
This year’s ceremony unfolded as a vibrant gathering filled with cheerful faces, aromatic spices, and rich festive ingredients. Guests from across the world joined in, eagerly blending dried fruits and a touch of local warmth into a fragrant mixture. As the rhythm of stirring released notes of cinnamon, nutmeg, and rum into the air, participants bonded over this cherished ritual, symbolising unity, generosity, and the joy of the season. The ocean breeze mingling with the sweet aroma created an atmosphere that beautifully captured the magic of island festivities.
More than a seasonal event, the Cake Mixing Ceremony at Canareef is a celebration of togetherness. It is an opportunity to create lasting memories, forge new friendships, and embrace the true essence of the holidays. Guests and the resort’s team take delight in the simple act of stirring the mixture side by side, adding a special sparkle to Canareef’s festive calendar.
Long recognised as a hallmark of holiday cheer, the ceremony reflects Canareef Resort Maldives’ warm, welcoming, and family-like spirit. For those seeking a tropical escape or a memorable festive experience, the resort continues to offer a sanctuary where traditions are honoured and celebrations become unforgettable.
This festive season, Canareef invites guests to join in for a celebration brimming with flavour, joy, and island magic—an opportunity to discover why the Maldives remains a truly special place to celebrate and to create holiday memories that will last a lifetime.
News
SO/ Maldives earns full Green Globe recertification, strengthening position in sustainable luxury
SO/ Maldives has announced a significant sustainability milestone with its perfect 100% Green Globe recertification score, reaffirming the resort’s unwavering commitment to environmental stewardship and innovative green practices. This achievement continues a journey that began well before the resort welcomed its first guests. In November 2024, SO/ Maldives earned the prestigious Green Globe certification in its very first year of operation, demonstrating an exceptional dedication to integrating sustainable principles into the core of its fashion-forward and design-led identity. Guided by Ennismore’s ESG mission, the resort has consistently showcased how bold eco-conscious innovation can elevate the luxury hospitality experience.
From the outset, SO/ Maldives has implemented thoughtful and forward-thinking initiatives that minimise its carbon footprint, reduce waste, support the local ecosystem and empower both its team and surrounding communities. The flawless 2025 recertification score reflects excellence across all sustainability indicators, supported by impactful measures such as the installation of solar panels across villas, restaurants and operational areas, generating up to 45% of the resort’s total energy. Intelligent GRMS technology further optimizes energy consumption by regulating air-conditioning, lighting and occupancy-based usage.
As SO/ Maldives continues to redefine luxury through purpose and innovation, the resort is also proud to be recognised as part of the Other Effective Area-Based Conservation Measures (OECMs) a global framework dedicated to safeguarding biodiversity beyond traditional protected areas. This milestone underscores the resort’s deep commitment to environmental stewardship, championing long-term sustainability practices that preserve both the island’s natural beauty and its ecological integrity.

Through ongoing marine protection initiatives, habitat monitoring, and low-impact operational strategies, SO/ Maldives is actively contributing to the protection of local wildlife while fostering the natural regeneration of coral ecosystems. These efforts support thriving marine life, encourage healthy reef development, and reinforce the resort’s mission to protect the environment for future generations.
By aligning luxury hospitality with meaningful conservation, SO/ Maldives continues to lead with purpose where indulgence, innovation, and environmental responsibility coexist in perfect island harmony.
Waste management has been another cornerstone of the resort’s success. SO/ Maldives enforces comprehensive waste segregation and has partnered with Parley to upcycle plastic waste into high-performance materials used by Adidas in footwear and apparel. Additionally, collaborations with Secure Maldives ensure responsible recycling of metal waste. The resort also champions eco-conscious product choices: CODAGE bathroom amenities feature vegan, sustainably sourced formulas packaged in recyclable materials, while Palatino supplies 100% compostable bamboo and FSC-certified wooden in-villa amenities, including slippers and personal care items.
Food sustainability is deeply embedded into the resort’s culinary philosophy. SO/ Maldives utilises advanced digesters to liquefy food waste for responsible disposal, implements dedicated composting systems, and leverages Orbisk technology to monitor consumption and reduce waste. By sourcing ingredients locally from seafood to fresh produce the resort supports Maldivian communities and reduces carbon emissions. Its buffet-free approach promotes curated à la carte experiences that minimise food waste while enhancing guest satisfaction.
In true SO/ fashion, the resort merges sustainability with style. Each villa features bespoke artworks by Thai artist Ploenchan Vinyaratn, crafted from surplus yarn and recycled materials, blending elevated design with eco-friendly practices. The resort has also fully eliminated single-use plastics, further solidifying its position as a leader in sustainable hospitality.
The perfect Green Globe recertification is a tribute to the passionate SO/ Maldives team whose creativity, commitment and innovation ensure that environmental responsibility and guest happiness go hand in hand. SO/ Maldives extends its gratitude to its partners and guests for choosing to support its sustainability journey. As the resort continues to push boundaries and redefine island luxury, it remains steadfast in harmonizing bold design, exceptional service and meaningful environmental impact, celebrating the artistry of hospitality through green living.
For more information or to book your perfect getaway, please visit SO-Maldives.com or contact SO.Maldives.Reservations@so-hotels.com.
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