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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.’

Awards

The Ritz-Carlton Maldives, Fari Islands secures Forbes Five-Star rating for fourth consecutive year

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Forbes Travel Guide (“FTG”), the only global rating system for luxury hotels, restaurants, spas and cruise ships, has announced its 2026 Star Awards. The Ritz-Carlton Maldives, Fari Islands earned a new Forbes Travel Guide Five-Star award and is showcased with other honourees on ForbesTravelGuide.com.

In addition to this distinguished recognition, The Ritz-Carlton Spa and Summer Pavilion each received Four-Star honours, while IWAU earned a Recommended rating, further underscoring the resort’s commitment to excellence across hospitality, wellness and culinary experiences.

Located in the Fari Islands of the North Malé Atoll and designed by Kerry Hill Architects, The Ritz-Carlton Maldives, Fari Islands is defined by its iconic spherical architecture, inspired by the circular forms of the turquoise lagoon and the movement of ocean breezes. Nestled along white-sand beach coves and set above vibrant azure waters, the resort’s luxury villas seamlessly blend island living with modern design. Each villa features panoramic water views, an infinity pool, a spacious sundeck, and the dedicated attention of an Aris Meeha, island butler. A dynamic culinary scene unfolds across seven restaurants and bars, located on the resort’s dedicated Culinary Island and at Fari Marina Village. Guests may also enjoy a range of curated recreational experiences or unwind at The Ritz- Carlton Spa, which exclusively features Bamford organic products.

“We are deeply honoured to receive this prestigious, globally recognised accolade and to be named a Forbes Travel Guide Five-Star Hotel for the fourth consecutive year,” said Oscar Postma, General Manager of The Ritz-Carlton Maldives, Fari Islands. “This achievement truly belongs to our Ladies and Gentlemen, whose artistry, dedication and quiet mastery bring our island to life each and every day. Since opening in June 2021, their commitment to refined, thoughtful hospitality has defined our journey. Together, they continue to shape meaningful experiences for our guests, guided by our promise to Embrace the Circle of Island Life and deliver service that is both personal and enduring.”

Forbes Travel Guide’s highly anticipated 68th annual Star Awards list covers 100 countries.

“Forbes Travel Guide’s Star Award winners exemplify excellence in hospitality,” said Amanda Frasier, President of Standards & Ratings for Forbes Travel Guide. “This year’s list reflects the changing landscape of luxury with properties setting the standard for authentic experiences while offering unparalleled amenities, enhanced well-being and delivering unforgettable moments. We are thrilled to recognise their dedication to creating truly world-class travel options for today’s discerning guest.”

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The St. Regis Maldives introduces multi-sensory collaboration with Farina est. 1709

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When two houses shaped by centuries of heritage come together, the result is more than a collaboration: it is a sensorial journey. The St. Regis Maldives Vommuli Resort and Farina est. 1709, the world’s oldest fragrance house, have announced their exclusive partnership, transforming scent into extraordinary travel moments. Blending olfactory tradition with modern hospitality, the collaboration celebrates refinement, craftsmanship and a contemporary vision of luxury – shifting from superficial display to authentic, personal experiences that leave a lasting impression, set within one of the world’s most spectacular destinations.

To mark the beginning of the partnership, the island resort located in the Dhaalu Atoll introduces a curated series of offerings around the Easter season, bringing together fragrance, fine dining and meaningful encounters.

On April 1, an exclusive dinner inspired by the signature notes of the original Eau de Cologne translates the brand’s olfactory heritage into a refined gourmet experience. Each course reflects a distinct scent note: bergamot in ceviche with amberjack and black truffle, orange blossom with prawns, a refreshing lime and peach sorbet, lobster ravioli with grapefruit sabayon, as well as mandarin and vanilla in a delicate mille-feuille accented with lavender and jasmine. The menu unites fragrance and cuisine in a multisensory moment, complemented by carefully selected wines that enhance the aromatic profile of each course.

Throughout April, a bespoke signature cocktail inspired by the fresh, citrus-forward character of Eau de Cologne takes centre stage at the iconic Whale Bar, inviting guests to ease into the evening overlooking the Indian Ocean. The programme is further enriched by exclusive fragrance masterclasses for small groups, offering an intimate introduction to the art of perfumery.

In 1709, Johann Maria Farina laid the foundation of modern perfumery with Eau de Cologne, giving name to an entire fragrance category. Guided by Louise Farina, Managing Director and ninth-generation family member, guests discover the raw ingredients that define the original Eau de Cologne, learn how notes interact and explore how personal expression can be translated into scent. Participants refine the original fragrance base with selected essences, creating their own bespoke perfume – a keepsake that carries the spirit of the resort far beyond the stay.

The partnership is deeply rooted in the heritage of both brands. Caroline Astor, the grande dame of New York society and a defining figure behind the original St. Regis, understood fragrance as a powerful expression of identity, refinement and social ritual. In an era when scent was an essential marker of elegance, perfume accompanied every grand ball, salon gathering and moment of arrival. This appreciation for timeless fragrance lives on today through The St. Regis Maldives partnership with Farina est. 1709, whose heritage mirrors the brand’s own devotion to craftsmanship, tradition and modern luxury.

“When two houses with such strong heritage come together, something truly special emerges. The original Eau de Cologne is a cultural icon with over 300 years of history. This partnership allows us to present our heritage in a setting that itself stands for the highest standards, tradition and timeless elegance,” says Louise Farina.

Beyond the Easter season, the collaboration will remain a highlight of the year and continue in autumn as part of the 10th anniversary celebrations of The St. Regis Maldives Vommuli Resort. The programme will showcase new fragrances inspired by destinations across the globe, thoughtfully paired with curated culinary experiences where scent, wine and gastronomy converge. The journey is enhanced by exclusive, limited-edition keepsakes – personal treasures that carry the memory of the stay long beyond departure.

Vincent Pauchon, General Manager of the resort, comments: “We place great value on authentic, thoughtfully crafted experiences. Collaborating with Farina est. 1709 allows us to bring together fragrance and hospitality in a thoughtful way, drawing on shared values of heritage, craft and attention to detail. This partnership reflects our approach to offering our guests something distinctive, rooted in excellence and genuine storytelling.”

With this collaboration, The St. Regis Maldives Vommuli Resort and Farina est. 1709 set a statement for a form of luxury that is quiet yet impactful. Fragrance becomes the invisible signature of every stay – subtly present in every moment.

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OBLU XPERIENCE Ailafushi invites guests to break fast island-style this Ramadan

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OBLU XPERIENCE Ailafushi invites guests, residents, and visitors to celebrate the holy month of Ramadan with meaningful Iftar gatherings, just a short 15-minute speedboat journey from Velana International Airport. Designed for colleagues, friends, and families to come together in a relaxed island setting, the resort offers a warm and welcoming atmosphere to share the blessings of the season over a thoughtfully curated Iftar spread.

Hosted daily throughout Ramadan, from 18th February to 19th March at Element X restaurant from 06:00 — 07:15 PM, the Iftar experience features an extensive buffet showcasing traditional Maldivian flavours alongside popular regional favourites. Guests can enjoy juice, dates, mixed dry fruits and nuts, yoghurt, Maldivian short eats, a selection of main courses, and desserts, offering a wholesome and festive dining experience in the spirit of Ramadan.

The experience is well suited for corporate gatherings and family groups, with special packages available for group reservations, and guests are encouraged to confirm their bookings at least 24 hours in advance. Convenient speedboat transfers make the island easily accessible for those joining the evening gathering.

This Ramadan, gather your loved ones and share the joy of togetherness over a memorable island Iftar experience at OBLU XPERIENCE Ailafushi.

For details and bookings, please call +960 934 2685 / +960 934 2550, or email fbreservations.ailafushi@coloursofoblu.com. 

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