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.’
Sheraton Maldives Full Moon Resort & Spa has introduced its Family Fun Summer offer, a family-focused package designed to encourage guests to spend time together through dining, leisure and recreational activities in a private island setting.
Located 15 minutes by speedboat from Velana International Airport, the resort is offering the package as a year-round experience, despite its summer branding. The programme is intended for families seeking a stay that combines accommodation, meals and activities in a single offering.
The experience includes daily breakfast at Feast, where guests can access buffet selections for adults and children. Lunch is served as a three-course beachside meal, while evenings include buffet dinners, à la carte options and access to the resort’s speciality restaurants.
As part of the package, adult guests receive a USD 45 dining credit per night, which can be used at selected outlets including Baan Thai and Sea Salt. The offer is designed to expand dining options within the resort’s full board arrangement.
The package also includes activities aimed at different age groups. Children have access to the Sheraton Adventure Club, while families can take part in pool activities, water sports, sunset dolphin cruises and guided snorkelling excursions.
For guests seeking wellness experiences, Shine Spa for Sheraton offers a range of treatments, with the package including 15 per cent savings on selected services. The resort has also introduced a spa experience designed for parent and child. Additional recreational options include sunrise beach yoga, as well as access to tennis and football facilities.
Other inclusions within the offer include a complimentary family photoshoot and dining benefits for children when eating with their parents.
Family Fun Summer is available for booking until 15 June 2026, for stays through to 20 December 2026. Through the package, Sheraton Maldives Full Moon Resort & Spa is presenting a family-oriented resort experience centred on dining, recreation and shared time together.
Featured
InterContinental Maldives Maamunagau to mark Mother’s Day with wellness and dining offerings
InterContinental Maldives Maamunagau Resort has announced a Mother’s Day programme centred on wellness, dining and family experiences, offering guests a range of activities designed to mark the occasion in Raa Atoll.
Set within the resort’s island setting, the programme will feature a series of experiences aimed at encouraging families to spend time together through relaxation, dining and shared activities.
At AVI Spa, the Mother’s Day offering will include signature treatments focused on rest and balance. Guests will also have access to holistic sessions led by visiting practitioner Dr Afsana Aradhana Ghyas, whose work focuses on integrative wellbeing and emotional balance.
Dining experiences will form a central part of the programme. These will include floating breakfasts served in private villas, interactive cooking sessions with the resort’s chefs, and private dining experiences ranging from sunset beach dinners to sandbank dining under the stars.
The resort will also offer family-focused activities for the occasion. These will include craft sessions for children, ocean-inspired guided art activities and a family photoshoot intended to capture the day’s experiences.
Through the Mother’s Day programme, InterContinental Maldives Maamunagau Resort is presenting a combination of wellness, dining and family activities shaped around personal and shared experiences in a resort setting.
W Maldives has launched The Wavemaker Edit, a new ongoing series of curated collaborations with international talent, aimed at introducing a range of guest experiences across mixology, wellness, cuisine and music.
The series is designed as a rotating programme, with each edition bringing a different creative perspective to the resort. According to W Maldives, the initiative is intended to create a continuing calendar of experiences that combine social, cultural and wellness-led elements.
The first edition of The Wavemaker Edit will run from 3 to 14 June 2026 and will feature two themed chapters, titled Island Alchemy and The Restore Ritual.
Island Alchemy will focus on mixology. On 3 June, Kwok will lead a guest shift at SIP, presenting three cocktails that explore contrast and balance, including a bespoke creation inspired by the Maldives. The collaboration will continue on 6 June at WET Deck, where a poolside day party will feature a curated cocktail menu.
The second chapter, The Restore Ritual, will centre on wellness and movement in recognition of Global Wellness Day. Led by Mumbai-based yoga and movement educator Samiksha Shetty, the programme will include sessions focused on breathwork, mindfulness and alignment-based practice.
The wellness programme will include Sunset Yoga sessions at FIRE Beach on 12 and 14 June, as well as a morning meditation session at AWAY Spa on 13 June. The main event within this chapter will take place on 13 June, when guests will be able to join a Sunset Yoga session aboard the Horizon Yacht. This bookable experience will also include healthy refreshments and a 60-minute massage at AWAY Spa.
W Maldives said future editions of The Wavemaker Edit will expand into culinary, music and art-led experiences under a number of themed series, including Flavors Unscripted, Sound Wave and Make A Scene.
Commenting on the launch, General Manager Amila Handunwala said the initiative reflects the resort’s approach to continuously evolving the guest experience through collaborations with international talent.
W Maldives is positioning the series as part of its broader effort to offer more structured and experience-led programming for guests. In addition, the resort is promoting its Original Wavemaker package, which includes seaplane transfers and a half-board meal plan for two adults with a minimum stay of four nights.
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