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.’
Action
Machchafushi Maldives brings Nikon photographers to South Ari Marine Protected Area
Machchafushi Island Resort & Spa Maldives, The Centara Collection, is set to host an exclusive underwater photography and media experience from 14 to 17 October 2026, in partnership with Youth Global Program in partnership with Nikon Middle East & Nikon India. The programme is supported by Lexar Middle East and Hollyland Middle East. Led by Nikon’s underwater photographers and welcoming select international media, the programme will offer an immersive exploration of Machchafushi’s exceptional marine environment and the underwater world of the South Ari Atoll.
Set within the South Ari Marine Protected Area (SAMPA), Machchafushi offers an exceptional setting for an exclusive underwater photography experience. The resort’s award-winning house reef, spanning more than five times the area of the island itself, creates an expansive underwater landscape shaped by vibrant coral gardens, diverse marine life, and a series of distinctive dive sites.

The experience will take Nikon underwater photographers and select media beneath the surface of Machchafushi, offering the opportunity to capture the island’s marine environment from a unique perspective. From coral formations and marine life to the deeper waters surrounding the island, the programme will showcase the diversity and character of the South Ari Atoll, including the renowned Kudhi Maa shipwreck, which rests between approximately 12 and 30 metres under the surface and has become an established artificial reef.
Together, Machchafushi’s award winning house reef, vibrant coral gardens, diverse marine life and Kudhi Maa create a compelling underwater canvas, offering visiting photographers and media an opportunity to experience and document a lesser seen perspective of the Maldives.

Beyond the reef, the programme will introduce participants to the wider Machchafushi experience, connecting the underwater environment with the island’s natural surroundings, dining, wellness and slower rhythm of island life. Together, these experiences offer a broader perspective of Machchafushi and its place within the South Ari Atoll.
The collaboration brings together Nikon’s expertise in photography and Machchafushi’s distinctive marine environment, creating an exclusive platform to showcase the underwater character of the South Ari Atoll through the lens of leading underwater photographers and international media, with support from Lexar Middle East and Hollyland Middle East.

Taking place from 14 to 17 October 2026, the experience will offer an opportunity to discover and document Machchafushi beyond the shoreline, from its award-winning house reef and vibrant marine life to the distinctive underwater landscapes surrounding the island. Through the photographers and media attending, the experience will bring a different perspective of the Maldives to audiences around the world.
Awards
JA Manafaru earns place in 2026 MICHELIN Guide hotel selection
JA Manafaru, the private Maldivian island resort located in Haa Alifu Atoll, has earned a place in the 2026 MICHELIN Guide hotel selection, bringing international recognition to the island retreat of Dubai-born JA Resorts & Hotels. On this island in the northern Maldives, hospitality takes its character from the destination: Maldivian flavours served among the branches of a living banyan tree, days spent exploring the surrounding waters, and a team whose personal welcome brings guests into island life.
Independently selected by MICHELIN Guide inspectors for its global hotel collection, JA Manafaru offers an experience shaped around privacy, space, and attentive service. Its 84 villas and residences with private pools sit alongside distinctive dining venues, extensive leisure facilities, and a secluded spa sanctuary, with new residences and treetop restaurant Kuriadding fresh dimensions to the stay. The inclusion follows the resort’s Forbes Travel Guide Recommended recognition in the 2026 Star Awards, securing a second notable international acknowledgement this year.
Ralph Porciani, Chief Executive Officer, JA Resorts & Hotels, commented: “JA Manafaru’s selection in the 2026 MICHELIN Guide is a proud achievement for our entire group. Following its Forbes Travel Guide Recommended recognition earlier this year, it is a meaningful acknowledgement of the quality and consistency our island team delivers. Our story began in Dubai in 1981, and seeing that hospitality recognised internationally is particularly special. We continue to invest in our destinations, but it is the care of our people, their knowledge of the island, and the personal experiences they create that give JA Manafaru its character.”

The resort’s new residences expand its appeal for families and groups. Among the highlights is the Three Bedroom Royal Beach Residence, spanning 5,800 square metres across two levels. With two private pools, a dedicated spa pavilion featuring steam and sauna facilities, private cabanas, generous living areas, and personal butler service, it offers an expansive retreat for multigenerational holidays and special celebrations.
Food and a sense of place come together at Kuri, an intimate treetop restaurant within the canopy of a living banyan tree. Meaning “treetop” in Dhivehi, Kuri welcomes up to four guests for a five-course tasting menu led by Executive Chef Moosa Nazeeh. Its 0km philosophy draws on ingredients sourced from the surrounding atoll, including reef fish, coconut, pandan and screwpine, interpreting traditional Maldivian flavours through a contemporary lens. Handcrafted ceramics from JA Manafaru’s own on-island clay studio complete the setting.
Elsewhere, guests can enjoy wine-paired dinners at The Cellar, carved into volcanic rock beneath the island, beachfront dining at Ocean Grill, and Japanese cuisine at White Orchid. Maldivian cooking classes offer a hands-on introduction to the destination’s culinary traditions.
Across the island, experiences balance discovery with time to slow down. Snorkelling, diving and excursions to nearby islands reveal the surrounding marine environment, while kayaking, paddleboarding, and castaway island picnics offer different ways to enjoy the ocean. Guided nature trails introduce guests to the island’s landscape, complementing days spent on the water.

Wellbeing is woven into the stay through treatments and rituals at Calm Spa Sanctuary, nestled within tropical greenery, alongside yoga and fitness sessions. Tennis, cycling, and family activities complete an offering that allows guests to shape their holiday around their own interests, whether seeking adventure, rest or time together.
Roberto Garrone, General Manager, JA Manafaru, added, “This inclusion is a recognition of what the team at JA Manafaru lives every day. Our island offers a rare combination of privacy, natural beauty, and space, but it is the people who bring the experience to life. To see the resort included in the 2026 MICHELIN Guide hotel selection is a significant moment for our team and a wonderful reflection of the destination we are proud to call home.”
For JA Resorts & Hotels, the recognition brings international attention to a hospitality legacy established in the UAE more than four decades ago. At JA Manafaru, that legacy finds its own island expression through warm service, Maldivian culture, and experiences rooted in the destination.
For more information and bookings, visit the resort’s official website.
Awards
The Nautilus Maldives recognised among Indian Ocean’s leading resorts by Condé Nast Traveller
The most memorable stays leave a feeling that endures beyond the journey home. At The Nautilus Maldives, it is the ease of being understood, the warmth of a familiar welcome and the freedom to spend each day entirely as you please. This personal connection has earned the island renewed recognition in the 2026 Condé Nast Traveller Readers’ Choice Awards, with the magazine’s readers placing The Nautilus sixth among the best resorts in the Indian Ocean.
Set within Baa Atoll, a UNESCO Biosphere Reserve, The Nautilus is an intimate collection of 26 beach and ocean houses and residences. Its bohemian spirit finds expression in inviting spaces, thoughtful details and a philosophy that gives guests room to be themselves. A dedicated House Master comes to understand each guest’s preferences, allowing the experience to evolve naturally throughout their stay.
“This recognition is particularly meaningful because it comes from the people who have experienced The Nautilus for themselves,” says Philippe Cavory, General Manager of The Nautilus Maldives. “We want every guest to feel at home here, with the freedom to express their wishes and the confidence that we will listen. Being chosen by Condé Nast Traveller’s readers is a wonderful tribute to the relationships our team builds and the care they bring to island life each day.”
The accolade joins a significant year of recognition for The Nautilus, which was also awarded Two MICHELIN Keys and included in Condé Nast Traveler’s The Gold List 2026. Together, these honours celebrate the character of the island and the dedication of the people who make each stay personal.
The annual Condé Nast Traveller Readers’ Choice Awards recognise the destinations and travel experiences most cherished by the magazine’s readers. For The Nautilus, this latest honour carries a special significance: a place in the memories of those who have made the island their own.
To book your stay, visit the resort’s website.
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