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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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JOALI BEING reimagines family travel through immersive summer experiences

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JOALI BEING, the Maldives’ well-living island where guests come to feel lighter, happier and more energised, has unveiled the 2026 edition of its annual B’Kidult Summer Programme, taking place from 1 July to 31 August 2026. Centred around the narrative of Transform, Recharge & Flow, this year’s programme reimagines family travel as a meaningful journey of movement, discovery and shared well-living.

Designed as a playground for curiosity, connection and self-discovery, the B’Kidult Summer Programme encourages young guests to explore the world around them through immersive, hands-on experiences. From ocean adventures and mindful movement to culinary exploration, artistic expression and sport, each activity is thoughtfully designed to nurture confidence, independence and joyful living.

Offered complimentary, the Summer Programme features immersive three-day journeys for children and teens, with thoughtfully curated morning and afternoon sessions.

Highlights from this year’s programme include:

  • Kitchen Quest: Young chefs explore mindful cooking and global flavours through hands-on culinary experiences designed to inspire curiosity and confidence in the kitchen.
  • Padel Champs: Young players develop coordination, technique and teamwork through dynamic padel sessions, progressing from fundamentals to friendly matches.
  • Football Camp: Young athletes develop teamwork and football skills through engaging drills, friendly matches and family tournaments designed around connection and fun.
  • Tennis Academy: Aspiring players build resilience, coordination and confidence while learning the fundamentals of tennis through engaging coaching sessions.
  • Muay Thai: Young guests discover the discipline of Muay Thai while developing confidence, agility and strength in a safe and supportive environment.
  • Fitness Academy: Children discover joyful movement through dynamic fitness, Pilates, yoga and mindfulness sessions designed to inspire balance and wellbeing.
  • Mini Marine Biologist: Through hands-on conservation experiences, children explore marine life, coral planting and turtle rescue efforts alongside the island’s marine experts.
  • Ocean Heroes: From snorkelling and kayaking to Seabob adventures and marine discovery, young explorers connect with the ocean through immersive water experiences.
  • Swim Stars: Guided by certified lifeguards from the Maldives Swimmers Association, children build confidence in the water through playful swim sessions focused on safety, technique and endurance.
  • Art Explorers Club: Guided by resident artist Kurahaa Rappe, young guests explore painting, paper art and nature-inspired expression through immersive artistic experiences.

While younger guests explore and grow through immersive experiences designed around discovery, connection and joyful well-living, parents are invited to reconnect and recharge through JOALI BEING’s philosophy of well-living. This balance between family connection and personal restoration lies at the heart of the island’s summer storytelling, creating space for shared moments alongside individual renewal. Guided by a team of wellbeing experts, personalised journeys allow adults to embrace restoration, reconnection and renewal while children discover the island’s many wonders.

The “Kids of JOALI” Offer invites families to create meaningful moments together, with up to two children aged 2–11 staying and dining with our compliments, alongside special rates on return seaplane transfers. Available for bookings made by 31 August 2026 for stays until 10 October 2026, the offer complements the B’Kidult Summer Programme.

The B’Kidult Summer Programme coincides with an year-round calendar of B’Kidult experiences, with all activities offered with compliments for guests of JOALI BEING. More information on the activities and schedule can be found here.

A stay at JOALI BEING is a transformative escape where guests return home feeling lighter in body, mind and spirit. Villas start from USD 1,928 per night for two guests sharing an Ocean Pool Villa on a bed and breakfast basis. For bookings and further information, please visit www.joali.com/joali-being or contact reservations.being@joali.com.

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Sunny Leone and family experience island adventures at The Standard, Maldives

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International actress, entrepreneur, and style icon Sunny Leone recently chose The Standard, Maldives for a relaxing and memorable family getaway, creating cherished moments alongside her husband Daniel Weber and their children. During their stay, Sunny and family enjoyed a range of signature experiences that highlight the resort’s appeal as an ideal destination for families. From an idyllic picnic on Baby Island, where pristine beaches and untouched nature offered a sense of discovery, to a quintessential Maldivian lagoon lunch set against crystal-clear turquoise waters, each moment reflected a blend of authenticity, relaxation, and adventure. These experiences allowed the family to connect not only with each other, but also with the natural surroundings that define the Maldives.

Adding a sense of excitement to the getaway, the family enjoyed exhilarating water activities, including Fun Tube rides across the lagoon, an adrenaline-filled yet accessible experience that brought laughter and energy to both adults and children alike. Snorkelling sessions further introduced them to the vibrant underwater world just steps from the shore, offering a glimpse into thriving marine life and colourful coral reefs, making it both an educational and awe-inspiring experience for all ages. The family also explored the resort’s floating water park, where endless hours of fun unfolded in the middle of the lagoon. Designed to cater to guests of all ages, it perfectly captures the playful energy that defines The Standard, Maldives, offering a seamless balance between relaxation and recreation for families travelling together.

Culinary experiences also played a memorable role throughout their stay, offering the family a journey through diverse flavours and settings across the island. At Onda, the resort’s signature overwater restaurant, they indulged in a refined menu inspired by Mediterranean flavours, where fresh, high-quality ingredients and bold culinary techniques come together in a vibrant yet relaxed atmosphere. With its open-air design and sweeping ocean views, Onda provided the perfect backdrop for leisurely family dining, turning each meal into a shared experience to remember. The family also embraced the island’s cultural roots at Guduguda, where they discovered authentic Maldivian cuisine rich in tradition and local character, offering a deeper connection to the destination through its flavours. Meanwhile, at BBQ Shak, they enjoyed a more casual dining experience with their feet in the sand, savouring freshly grilled dishes in a laid-back beachfront setting. Together, these culinary moments reflected The Standard, Maldives’ ability to cater to every mood and preference, making dining an integral part of the family’s unforgettable island escape.

Blending playful energy with laid-back island luxury, The Standard, Maldives continues to position itself as a leading destination for families, offering a diverse range of experiences that cater to every generation. From tranquil nature encounters and cultural dining moments to adventurous water activities and vibrant social spaces, the resort creates an environment where meaningful family connections and unforgettable memories naturally unfold.

Known for its distinctive approach to lifestyle hospitality, The Standard, Maldives continues to attract global travellers seeking enriching experiences, wellness, adventure, and above all, quality time together in paradise.

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Amilla Maldives expands spa programme with natural therapies expert residency

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Amilla Maldives has introduced a thoughtfully curated wellness offering at Javvu Spa, led by Dr Shagnika Pradhan, a certified doctor in natural therapies and a dedicated scholar of yogic philosophy.

With over a decade of experience, Dr. Shagnika brings a gentle, integrative approach to well-being, supporting guests through pain, stress, and sleep-related concerns. Her work weaves together Traditional Chinese Medicine, herbal remedies, lifestyle practices, and yoga therapy, creating personalised pathways that address the root of imbalance while nurturing long-term vitality and ease.

Dr Shagnika will be in residence from 22 May to 7 June 2026, offering guests the opportunity to experience her integrative approach within the calm, natural rhythm of island life, including during the Eid Al Adha celebrations from 27 to 30 May.

A curated menu of experiences includes Elemental Balance Acupuncture, Naturopathy Manipulative Therapy, Toksen Therapy, Cupping Therapy, Reiki Chakra Sound Healing, and Aqua Yoga. Each session is tailored through a private consultation, ensuring that every guest’s individual needs and natural rhythms are honoured. Set within the quiet rhythm of island life, these therapies invite guests to slow down and reconnect, guided by treatments that are both considered and restorative.

For those seeking shared moments of stillness, group sessions in chanting and sound healing meditation offer a gentle space for connection and reflection.

For more information about Amilla Maldives, please visit www.amilla.com.

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