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.’
Atmosphere Hotels & Resorts has announced that three of its standout properties—Atmosphere Kanifushi Maldives, RAAYA by Atmosphere, and VARU by Atmosphere—have been recognised by Tripadvisor as part of the top 10% of hotels worldwide, based on exceptional guest reviews and ratings over the past year. This builds on a strong legacy of Travellers’ Choice Awards, with Atmosphere Kanifushi Maldives consistently recognised over the years, RAAYA by Atmosphere marking its second consecutive win, and VARU by Atmosphere extending its streak of consecutive awards since 2021.
This prestigious recognition highlights the brand’s continued commitment to delivering elevated, guest-centric experiences rooted in authentic Maldivian hospitality, thoughtful design, and curated holiday plans and offerings.
The accolade reflects consistent positive feedback from travellers across the globe, celebrating everything from personalised service and culinary excellence to immersive island experiences. Each of the three awarded resorts offers a distinct identity while maintaining the brand’s positioning, “A New Experience Awaits.”
Atmosphere Kanifushi Maldives offers a vibrant island escape defined by spacious villas, lush natural surroundings, and a lively yet relaxed atmosphere. Known for its seamless Kanifushi Plan™, the resort delivers exceptional dining, engaging experiences, and warm, intuitive service that consistently resonates with guests seeking both comfort and adventure in the Maldives.
RAAYA by Atmosphere invites you into a luxurious world shaped by nature and imagination in Raa Atoll. Drift across crystal lagoons and indulge in a premium all-inclusive island escape where every detail is effortlessly taken care of. Relax in nature’s embrace surrounded by our architectural grace and embark on a journey of immersive experiences for couples, families, and friends alike.
VARU by Atmosphere is celebrated for its refined elegance and effortless experience, located just a short transfer from the airport. Combining modern architecture with authentic Maldivian warmth, the resort delivers personalised service, diverse dining options, and a tranquil yet sophisticated setting that continues to earn high praise from guests worldwide.
Building on this achievement, Atmosphere Hotels & Resorts continues to strengthen its portfolio across the Maldives and beyond, with a focus on innovation, sustainability, and authentic guest engagement.
Villa Nautica has once again been recognised by the Travel + Leisure Luxury Awards Asia Pacific, with its signature infinity pool named among the best resort pools in the Maldives. The recognition marks four consecutive years of Travel + Leisure honours for the resort’s pool experience, following its top spot win as Best Resort Pool in the Maldives in 2025.
Set along the edge of the island in North Malé Atoll, Villa Nautica’s 1,350-square-metre infinity pool has become one of the resort’s defining spaces. Designed not simply as a place to swim, but as a social and restorative heart of the island, the pool brings together open ocean views, relaxed lounging, shaded corners and a seamless connection to the sea beyond.
The space was curated with a sense of easy island living in mind. Mornings begin with slow swims and coffee from nearby Press & Pot, afternoons unfold between sun loungers and poolside refreshments, and by sunset, the water mirrors the changing sky. It is a setting made for both quiet pause and shared holiday moments.
What makes the pool stand out is its balance of scale and atmosphere. Expansive without feeling overwhelming, elegant without feeling formal, it captures Villa Nautica’s approach to contemporary Maldivian hospitality: stylish, effortless and deeply connected to its surroundings.
Located just 20 minutes by speedboat from Velana International Airport, Villa Nautica continues to appeal to travellers looking for a resort experience that feels both accessible and elevated. The latest recognition from Travel + Leisure further cements the resort’s infinity pool as one of the Maldives’ most memorable places to swim, gather and linger by the water.
Set within the tranquil waters of North Malé Atoll, just a short luxury speedboat journey from Velana International Airport, Centara Grand Lagoon Maldives presents a refined expression of contemporary Maldivian living. Elegant overwater and beachfront villas and residences are thoughtfully designed with modern amenities, offering privacy, comfort, and a seamless connection to the island’s breathtaking natural surroundings.
At the heart of the resort lies a curated culinary world defined by six distinctive restaurants and four chic bars, each elevating dining into an immersive journey of flavour, atmosphere, and discovery. From interactive live cooking stations and theatrical Teppanyaki and tandoor experiences at The Gallery, to the refined Mediterranean character of Bluefin, every venue offers a distinct interpretation of global and island-inspired cuisine. Suan Bua reimagines authentic Thai flavours through a contemporary lens, while Acqua brings the warmth of Italian coastal dining to the Maldives. The Sailhouse offers relaxed beachfront dining in an open-air setting, and The Club provides a refined space for breakfast, sundowners, and canapés, defined by curated culinary moments and elevated service.
Complementing these are four distinctive bars: Coco Drift, a swim-up bar with views of the horizon; Sunset Social, featuring catamaran-style seating where golden-hour views meet signature cocktails; Rum Bar, a relaxed tropical escape with infused spirits and island-inspired cocktails; and Dolphin Bar, a laid-back swim-up venue for light refreshments and all-day leisure.
Beyond dining, the resort offers a holistic lifestyle experience anchored by three distinctive wellness concepts: SPA Cenvaree Retreat and SPA Cenvaree, delivering restorative wellbeing journeys through signature Thai-inspired therapies rooted in traditional healing philosophies; and Candy Spa, a vibrant concept designed for younger guests. Multiple kids’ clubs and E-Zones create engaging environments for children and teens, while fully equipped fitness centres support active wellbeing throughout the stay. A curated selection of water sports and marine adventures further enriches the experience, inviting guests to explore the lagoon through movement, discovery, and connection with nature.
Together, these elements define a seamless and elevated island experience where refined living, culinary artistry, wellness, and recreation come together in harmony, positioning Centara Grand Lagoon Maldives as a distinctive expression of modern Maldivian hospitality.
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