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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.’

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Maldives resort holidays included in Golden Globes gift bags

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The gift bags presented at this year’s Golden Globe Awards include holiday stays at three resorts in the Maldives.

The awards ceremony was held Sunday, with selected winners receiving gift bags valued at more than USD 1 million. According to organisers, the gift bags contain 35 items covering travel, wellness, beauty and related sectors.

The travel and experiences category of the gift bag includes resort stays in the Maldives. The packages are:

  • Two nights at the Muraka underwater residence at Conrad Maldives Rangali Island, valued at USD 70,000, awarded to five winners
  • Three nights at The Residence at Hilton Maldives Amingiri Resort & Spa, valued at USD 80,000, awarded to five winners
  • Three nights at the Grand Overwater Villa at Waldorf Astoria Maldives Ithaafushi, valued at USD 26,000, awarded to six recipients

In the awards ceremony, Hamnet won Best Motion Picture (Drama). Jessie Buckley received the award for Best Performance by a Female Actor in a Motion Picture (Drama), while the award for Best Performance by a Male Actor in the same category went to Wagner Moura for his role in The Secret Agent.

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Fushifaru Maldives blends cultural experiences with new in-house activities

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Fushifaru Maldives has introduced a refreshed programme of guest activities and experiences as it enters 2026, combining cultural elements with new forms of entertainment across the resort.

The boutique resort has expanded its in-house activities to cater to a wide range of age groups. New offerings include circus-style sessions for children, hula hoop classes, aerial performances, fire shows and CYR wheel displays, aimed at providing structured entertainment for both families and adult guests.

The resort marked the end of 2025 with a Gatsby-themed farewell event, featuring a cocktail evening where guests were invited to dress in period-inspired attire. New Year’s Eve celebrations centred on a dinner service prepared by the resort’s culinary team, with a menu that included beef ribs, roasted turkey, grilled lobster, salmon and oysters, alongside seafood selections, Japanese dishes, Asian and Mediterranean cuisine, and live cooking stations. The evening concluded with desserts and tropical fruit offerings.

For 2026, Fushifaru Maldives has also updated its daily activity schedule. Themed dinner nights continue to form a core part of the guest experience, with a Maldivian-themed dinner held every Friday. This includes a live cooking demonstration based on traditional Maldivian preparation methods, highlighting the step-by-step process of making local curries.

According to the resort, the updated programmes are designed to strengthen guest engagement while maintaining links to Maldivian heritage. The focus remains on offering structured experiences that reflect both cultural practices and contemporary resort entertainment.

Fushifaru Maldives stated that it plans to continue developing its activity and dining concepts throughout the year, with further updates to be shared with guests and industry partners.

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Niyama Private Islands enhances surf lifestyle with stylish new surf venue

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Niyama Private Islands Maldives now offers what is considered the most luxurious surf experience in the Maldives, enhanced by the introduction of its new Surf Shack — a stylish beachfront hangout serving gourmet bites, drinks, sunset views and lively parties.

Known as Nature’s Playground, the resort has long attracted surf professionals from around the globe. Located in the southern Maldives, where swells are at their strongest, it is a preferred base during peak surf season. Waves break directly on shore, with additional surf spots accessible within minutes by speedboat.

Niyama’s signature waves roll in at Vodi Point, situated on the westernmost tip of its twin islands. It is here that the resort has unveiled the new Surf Shack, designed to make time off the waves equally appealing. The thatched-roof venue encourages a barefoot, relaxed atmosphere, offering an upper deck for sunset viewing and picnic-style seating below. Reflecting Niyama’s sustainability ethos, Area Chief of Engineering Michael Patrick Slevin notes that 75 per cent of construction materials were repurposed, blending beach casual with environmentally conscious design.

Guests can enjoy gourmet dishes served from service windows, with a menu inspired by iconic surf destinations worldwide: Australian fish and chips, Indonesian satay, Mexican nachos and Japanese takoyaki. The drinks list pays tribute to rum, featuring an extensive collection and signature cocktails inspired by renowned surf breaks.

While the Surf Shack maintains a laidback feel during the day, the beachfront transforms at dusk as the tides shift and the DJ elevates the atmosphere. The resort’s rum and reggae Sundays have already become a celebrated weekly event.

Surfers at Niyama can design their days as they wish — chasing waves or relaxing ashore. The Surf Centre offers equipment and guidance, while Drift by Niyama provides recovery treatments to soothe muscles, repair sun-exposed skin and restore energy. Resident professional surfers remain available to advise on technique and wave conditions.

“The new Surf Shack forms part of the renewed Niyama experience, which includes significant refurbishments across the resort, inventive culinary additions and a greater emphasis on active living and wellness,” said Hafidh Al Busaidy, General Manager of Niyama Private Islands Maldives. “With more developments on the way, we look forward to sharing what comes next.”

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