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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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Umair Badheeu brings ‘Island Stories’ exhibition to ananea Madivaru Maldives

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In the North Ari Atoll, ananea Madivaru Maldives will welcome multidisciplinary Maldivian artist and curator Umair Badheeu for the opening of Island Stories, a special exhibition celebrating Maldivian island life through art.

Opening at the resort’s Art Studio on Monday, 31 August 2026, Island Stories brings together selected works reflecting the people, places and everyday scenes that shape life across the islands.

Based in Malé, Umair has spent nearly 25 years working across fine art, documentary photography, exhibitions and cultural preservation. After years of documentary observation, he has returned to his roots in watercolour painting, turning his attention to familiar yet often overlooked moments of Maldivian life–including local harbours and fishing beaches.

Alongside his own artistic practice, Umair has played an active role in the preservation and presentation of Maldivian heritage. His curatorial work includes establishing the Dutch Onion Museum at Cora Cora Maldives, as well as leading the reconstruction of an ancient Maldivian home and conservation of 900-year-old bathing tanks.

The exhibition forms part of ananea Madivaru’s commitment to creating opportunities for guests to engage with Maldivian creativity, culture and storytelling, while providing a platform for local artistic talent.

Island Stories | Opening Event

  • Monday, 31 August 2026 | 17:00–18:00
  • Art Studio | ananea Madivaru Maldives, North Ari Atoll

The opening will include an introduction from Umair, followed by a guided journey through selected works and time to explore the exhibition. Guests will also be invited to enjoy canapés and refreshments, with selected artworks and merchandise available for purchase and signing.

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Niva Kuramathi Maldives maintains Travelife Gold sustainability status

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Niva Kuramathi Maldives has once again been recognised by Travelife with Gold status – the international benchmark for sustainable and responsible tourism.

The certification measures Niva Kuramathi against global Travelife standards across energy efficiency, waste reduction, water stewardship, responsible resource management, human rights, and support for local communities. Gold status is not a first step – it is a continuation, a promise kept season after season.

“Sustainability is not a milestone we reach and set aside. It is a way of living on the island,” says Bertrand Margerie, General Manager. “Being re-awarded Travelife Gold status affirms a path we have walked for years, and one we intend to keep walking. We are caring for our island home for those who come after us. It is our privilege to conserve, protect, and nurture both the land and the sea.”

Beneath the waves, the Muraka Coral Regeneration Project tends more than 7,500 coral fragments across 500 dedicated frames, nurturing the house reef for years still to come. Above the surface, rooftop solar generates close to one million kWh of clean energy each year – cutting diesel reliance by over 250,000 litres. In the hydroponic garden, some 500 kilograms of greens and herbs are harvested monthly, grown with recycled water and organic compost.

At the Eco Centre, the ocean becomes a living classroom offering guided snorkelling safaris above the house reef. Marine Biologist presentations reveal what stirs beneath the surface, and guests and children alike learn to read the sea.

The Rasdhoo Swim Club brings twenty-five local children to the reef each month – snorkelling beside turtles and rays, discovering something worth protecting. The Eco Centre team moves with them through it all – teaching them about reef sharks, mantas, living coral, and why it matters.

Every day, small choices add up. Reusable glass bottles, paper straws, a partnership with local recycler Parley to give used plastic a second life – simple acts of mindfulness that keep hundreds of thousands of plastic bottles from the shore each year.

“This recognition belongs to the team who live it daily,” says Tom Osborne, Sustainability Manager. “Our coral frames, solar panels, organic garden, recycling programmes – none of it happens on its own. Travelife Gold status gives us a clear standard to measure against, and it tells our people that the sustainable work that we do, genuinely matters.”

For further information and reservations, please visit the resort’s official website, call +960 666 01 50 or email reservations@nivakuramathi.com.

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Dusit Thani Maldives named Best House Reefs at TTM Awards 2026

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Dusit Thani Maldives has been named Best House Reefs at the TTM Awards 2026, recognising one of the resort’s most distinctive natural treasures and its exceptional underwater experience.

Presented as part of the TTM Awards & Gala 2026 at CROSSROADS Maldives on 27 August, the annual awards recognise outstanding achievements across the Maldivian hospitality industry.

Set on Mudhdhoo Island in Baa Atoll, Dusit Thani Maldives is surrounded by a 360-degree house reef, giving guests direct access to a rich underwater ecosystem just moments from the island’s shores. The reef is home to a diverse variety of marine life, including colourful tropical fish, sea turtles, sharks and rays, creating memorable opportunities for snorkelling and diving throughout the year.

To mark the win in true island style, the resort team took the award beneath the surface, capturing it among the coral and marine life that inspired the recognition.

“This award is particularly meaningful to us because our house reef is such an important part of the Dusit Thani Maldives experience. It is something our guests can discover almost from the moment they step into the water, and it reminds us every day how fortunate we are to call this extraordinary island home. This recognition belongs to our entire team and to everyone who continues to support, appreciate and help protect the natural environment around us,” said Jean-Louis Ripoche, Area General Manager – Maldives.

Located within Baa Atoll, a UNESCO-designated Biosphere Reserve, the resort places the surrounding natural environment at the heart of the guest experience. Alongside snorkelling and diving, the resort undertakes regular reef and beach clean-ups and encourages guests to take part in activities aimed at protecting the marine environment.

The Best House Reefs recognition further reinforces Dusit Thani Maldives’ position as a destination where luxury island living and remarkable marine encounters come together naturally.

For more information or to experience the award-winning house reef at Dusit Thani Maldives, visit the resort’s official website.

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