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.’
This May 2026, Milaidhoo Maldives gently turns the spotlight toward what matters most – mental wellbeing. In honour of Mental Health Awareness Month, the island introduces a meaningful series of experiences designed not only for its guests but equally for its cherished Milaidhoo Family. Rooted in care, connection and quiet joy, this thoughtfully curated week-long programme reflects a deep belief: when minds are nurtured, everything else flows.
Surrounded by the natural calm of the Baa Atoll UNESCO Biosphere Reserve, Milaidhoo becomes a sanctuary for reflection and renewal. Mental wellness is woven into daily life, found in unhurried mornings, in genuine conversations and in the supportive spirit shared among the team. This month, that philosophy comes alive through a thoughtfully curated calendar that celebrates presence, balance and human connection which reflects the spirit of the island.
At the heart of this initiative is a sincere expression of appreciation for the Milaidhoo team, the people whose warmth and dedication shape every guest experience. Mental Health Awareness Month is an opportunity to pause and to give back to them with experiences that uplift, energise and inspire.
Guests are warmly invited to take part, creating a shared journey where wellbeing becomes a collective experience rather than an individual pursuit.
Programme Highlights:
11th May 2026 – Aqua Tai Chi at Compass Pool (06.00 – 07.00)
Soft sunrise movements guide the mind into stillness, blending breath with the gentle rhythm of water.
12th May 2026 – Soulful Salad-Making with the Chef at the Chef’s Table (12.30 – 13.30)
A nourishing, mindful culinary moment celebrating the connection between food and emotional wellbeing.
13th May 2026 – Wellness in a Glass with Nikhil at Compass Pool Bar
A creative exploration of mood-boosting elixirs designed to refresh both body and mind.
14th May 2026 – Underwater Unwind with Martina (16.00 – 17.00)
A unique sensory escape beneath the surface, encouraging calm, focus and gentle release.
15th May 2026 – Ice Bath Therapy with Jessica & Jonathan at the Football Ground
(15.00 – 16.00)
An invigorating practice supporting resilience, clarity and mental strength.
16th May 2026 – Mindful Breathing at Yoga Pavilion (19.00 – 20.00)
Guided breathwork to ease stress, quiet the mind and restore inner balance.
17th May 2026 –Mindful Aqua Yoga at Compass Pool (06.00–07.00)
A serene floating practice bringing lightness, presence and gentle closure to the week.
Through these experiences, Milaidhoo Maldives invites both guests and the family members to slow down, reconnect and care for their mental wellbeing in a setting where every detail is designed with intention and heart.
Discover more about the spirit of Milaidhoo Maldives and begin planning your island escape here.
A story long resting beneath the surface returns this May, as Dhawa Ihuru invites guests and ocean enthusiasts to experience the Rannamaari Dive Fest 2026, taking place on 23 May 2026.
Set against one of the Maldives’ most accessible and vibrant house reefs — recognised among the Best House Reefs in the Maldives by Travel + Leisure Asia (2025) and awarded Best Dive Resort by Travel Trade Maldives (2025) — Dhawa Ihuru offers a compelling setting for discovery both above and below the surface.
At the centre of the experience lies the Rannamaari Shipwreck, a former dredger deliberately sunk in 1999 just off the island’s shore. Today, it has evolved into a thriving artificial reef, drawing an abundance of marine life and offering an accessible yet captivating dive site for both beginners and experienced divers.
On 23 May, the island comes alive with a full-day programme designed to bring this underwater legend to life. Guests can explore the wreck through guided dives led by the resort’s PADI-certified Dive Centre, alongside activities such as underwater treasure hunts, marine discovery sessions, and interactive experiences with the resort’s Marine Lab.
Founded in 2004 as the first of its kind in the Maldives, our Marine Lab continues to pioneer reef protection and restoration efforts. During the festival, guests can engage with our marine biologists and gain deeper information into the ecosystems that sustain island life.
As part of the experience, guests will also be introduced to the resort’s pioneering underwater initiatives, including the Barnacle Project — the Maldives’ first electric reef, launched in 1996 — and the Necklace Reef, established in 1998. Today, these structures have evolved into thriving marine habitats, supporting coral growth and attracting a rich diversity of fish and marine life.
Beyond diving, the festival extends across the island with a vibrant mix of experiences for all. From watersports and island crafts to relaxed beachfront dining and family-friendly activities, the event reflects Dhawa Ihuru’s easy-going, all-inclusive approach – where everything is thoughtfully in place, so guests can simply arrive and enjoy.
“The Rannamaari is more than a shipwreck – it is a living symbol of how responsible marine initiatives can transform history into habitat. From its unexpected sinking in 1999 to becoming a thriving artificial reef and the heart of our signature dive events, Rannamaari reflects our commitment to marine conservation, meaningful guest experiences, and celebrating the Maldives’ deep connection with the ocean,” said Mujuthaba Ali, Marine Recreations Manager, Marine Centre, of Dhawa Ihuru and Banyan Tree Vabbinfaru.
Just 25 minutes by speedboat from Velana International Airport, Dhawa Ihuru offers seamless access to an island where reef, wreck, and relaxed island living come together.
Angsana Velavaru has introduced a curated collection of day visit experiences, inviting guests to step into the rhythm of island life, even if only for a day. Designed for those seeking a brief yet meaningful escape, the new offerings combine relaxation, dining, and wellness within the resort’s expansive lagoon setting.
Set against the backdrop of white sands and turquoise waters in the South Nilandhe Atoll, Angsana Velavaru’s day visit experiences present an opportunity to pause, unwind, and reconnect. Guests may choose to spend their day by the pool, enjoying access to the resort’s facilities while taking in uninterrupted ocean views. A leisurely lunch unfolds at either Kaani restaurant or Kuredhi bar, accompanied by a selection of beverages, creating a relaxed and effortless dining experience by the sea.
For those seeking a more private retreat, the beachfront villa day experience offers a tranquil setting framed by lush greenery and direct access to the beach. Thoughtfully designed for comfort and seclusion, the beach villa experience allows guests to enjoy their own space while still being connected to the island’s vibrant surroundings.
Wellbeing remains at the heart of the experience, with guests invited to indulge in rejuvenating spa treatments, complemented by exclusive privileges throughout the day. Whether spent lounging poolside, enjoying a private villa escape, or simply embracing the natural beauty of the Maldives, each experience is shaped by a sense of ease and balance.
Available from 01 May to 30 September 2026, the day visit package offers a seamless way to experience Angsana Velavaru’s distinctive island setting within a limited timeframe, making it an ideal option for residents and visitors alike.
At its core, the day visit experience reflects Angsana Velavaru’s philosophy of creating moments that are both simple and memorable—where time slows, and the essence of island life can be felt in every detail.
To learn more about Angsana Velavaru, please visit the resort’s website.
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