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.’
Featured
Year of the Horse celebrated with island-inspired festivities at InterContinental Maldives Maamunagau Resort
InterContinental Maldives Maamunagau Resort is inviting guests and visitors to welcome the Lunar New Year with a curated programme of celebrations from 16 to 19 February 2026, marking the Year of the Horse through cultural performances, signature dining experiences, wellness rituals and family-focused festivities.
Set against the natural beauty of Raa Atoll, the resort’s Lunar New Year programme blends cultural tradition with contemporary island living, offering moments of togetherness, creativity and indulgence across the four-day celebration.
Festivities begin on 16 February with a Lunar New Year Cocktail at Café Umi Beach, followed by the resort’s signature Lunar New Year Gala Beach Dinner. This elegant evening will include festive dishes, fresh seafood and live performances such as a Lion Dance and Fire Show under the Maldivian night sky.
Culinary experiences form the core of the programme, with themed dinners and tastings crafted to reflect the spirit of the season. Highlights include wine-led dining journeys, a reunion dinner, a seafood-focused evening at Fish Market and an Asian BBQ pop-up buffet, offering guests meaningful opportunities to come together and celebrate through food.
Wellness will also feature prominently, with restorative experiences encouraging balance and renewal. Guests may enjoy signature spa rituals inspired by local traditions, immersive sound healing sessions and energising fitness activities. A visiting integrative somatic practitioner will be present throughout the festive period to support mind-body wellbeing.
Daily entertainment and cultural performances will enrich the celebrations, including ribbon and fan dances, umbrella performances, fire shows and a full day dedicated to Olympic-style island games suitable for all ages. Younger guests will have access to creative workshops, festive crafts and outdoor activities, while art enthusiasts may join resin art sessions led by the resort’s resident artist.
In addition, the resort will offer relaxed seasonal experiences available throughout the festival period, such as a Lunar New Year signature cocktail and shisha offerings at select venues, allowing guests to enjoy the celebrations at a leisurely pace.
With its combination of cultural expression, refined dining, wellness and island-inspired entertainment, InterContinental Maldives Maamunagau Resort’s Lunar New Year celebrations promise a meaningful and memorable beginning to the Year of the Horse.
Featured
New era in reef conservation: Six Senses Kanuhura launches data-led Coral Census
Six Senses Kanuhura has announced a pioneering initiative that positions the resort at the forefront of marine conservation in the Maldives: the Kanuhura Coral Census, the world’s first long-term, 3D reef-monitoring programme implemented by a resort. Developed in collaboration with leading scientists from Newcastle University and University College London (UCL), this advanced methodology delivers an unprecedented level of accuracy, data integrity and ecological insight. The launch arrives at a critical moment, as global research indicates that up to 90% of the world’s coral reefs could be lost by 2050.
For decades, coral-reef monitoring worldwide has relied on clipboards, tape measures and diver observations—methods that, while valuable, only capture small portions of a reef and leave significant gaps. Traditional surveys remain slow, highly subjective and limited in scale, typically assessing less than 0.01% of any given site.
The Kanuhura Coral Census removes these long-standing limitations. Using 3D modelling and advanced AI analysis techniques, including Gaussian splatting, the system maps more than 100 square metres of reef at each site, capturing detail down to half a millimetre. The result is a hyper-accurate, fully repeatable digital reconstruction of the reef—something no other resort has achieved to date.
The new methodology resolves the constraints of conventional surveys in several transformative ways:
- Large-scale digital reef mapping: Entire reef sections are recorded in ultra-high resolution instead of limited snapshots.
- Rapid fieldwork: Only 20 minutes of diving is required to collect all images needed for each 3D model.
- Removal of human bias: AI-driven analysis ensures consistent, objective coral data regardless of the researcher.
- Unmatched ecological detail: Indicators such as rugosity, coral-canopy height, overhangs and habitat complexity—often overlooked in traditional surveys—are fully captured.
- Perfect repeatability: The same reef sections can be re-surveyed every few months, producing the Maldives’ most accurate time-series coral dataset.
- Visual storytelling: Immersive 3D models allow clear communication with guests, researchers and the public, transforming scientific data into intuitive visual insights.
Alicia Graham, General Manager of Six Senses Kanuhura, said: “The Kanuhura Coral Census represents a major step forward for reef science within the hospitality sector. By introducing advanced reef mapping, we are not only elevating how reefs are monitored but redefining what is possible. It allows us to track the smallest changes with scientific precision, share findings transparently and make data-driven decisions that directly support reef recovery. This project signals a new era of accountable and impact-driven conservation for the Maldives.”
The long-term objective of the Kanuhura Coral Census is to develop a next-generation restoration programme that moves away from traditional metal frames and towards sustainable, ecologically informed solutions. With highly detailed insights into which corals are thriving, struggling, recruiting or bleaching—and where—Six Senses Kanuhura will design a restoration blueprint that sets a new benchmark for the region.
Excursions
Discover Raa Atoll: Ifuru Island Maldives adds new dive packages for 2026
Ifuru Island Maldives has introduced a new collection of curated dive packages, inviting guests to explore the exceptional underwater world of the Maldives through programmes designed for beginners, aspiring divers and certified enthusiasts alike.
Located in the pristine waters of Raa Atoll, Ifuru Island Maldives provides access to vibrant house reefs, calm lagoon conditions and several of the region’s most celebrated dive sites, including the renowned Ifuru Thila. The newly launched dive packages are crafted to combine professional training, guided exploration and the convenience of a premium island stay.
The collection begins with an introductory diving experience tailored for first-time divers seeking to discover the underwater world in a safe and relaxed setting. Guests undergo lagoon-based training before progressing to the house reef, offering an ideal entry point into scuba diving with no prior experience required.
For guests ready to advance further, the resort offers a globally recognised scuba certification course. Designed for confident swimmers and snorkellers, the programme includes professional instruction, open water dives and an internationally valid certification, opening access to dive destinations worldwide.
Certified divers can choose a three-day dive escape that highlights the best sites in Raa Atoll. Featuring guided morning dives across renowned locations, the experience showcases the atoll’s rich marine biodiversity, striking reef structures and clear waters.
“Diving is an essential part of the Maldivian experience, and we wanted to create a collection that feels both accessible and exceptional,” said Marcel Sawyer, General Manager of Ifuru Island Maldives. “Whether it marks a guest’s first dive or their next significant underwater journey, these packages are crafted to offer confidence, comfort and memorable experiences beneath the surface.”
All dive packages may be booked alongside the resort’s premium accommodation offerings, including the Exclusively Yours Premium All-Inclusive meal plan, daily resort touches, complimentary non-motorised water sports, snorkelling equipment and return domestic flight transfers for qualifying stays.
The dive packages are available for booking and travel throughout 2026 and must be confirmed ahead of arrival. Package rates apply in addition to accommodation and are subject to availability.
-
News1 week agoZara Larsson brings pop and tradition together at JOALI Maldives New Year event
-
Featured1 week agoDhigali Maldives closes festive season with dynamic New Year’s Eve party
-
Love1 week agoValentine’s at Milaidhoo: Collection of intimate island experiences
-
Action5 days agoNiyama Private Islands enhances surf lifestyle with stylish new surf venue
-
News1 week agoMachchafushi Island Resort integrates marine conservation, sustainable practices across operations
-
News6 days agoBollywood stars Sonakshi Sinha, Zaheer Iqbal celebrate festive season at SO/ Maldives
-
Action6 days agoReethi Faru Resort hosts Magda Linette ahead of new tennis season
-
Featured6 days agoReflect, renew, explore: Angsana Velavaru unveils its 2026 offerings


