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.’
Love doesn’t arrive loudly at SO/ Maldives, it drifts in with the tide, glows at sunset, and lingers long after the last note of music fades. This Valentine’s Day, the island invites couples to slow down, lean in, and write their own love story in paradise with Rosé All the Way, an intimate beachfront celebration at Lazuli Beach on 14 February 2026.
As the sky blushes pink and the lagoon mirrors the stars, Lazuli Beach transforms into a romantic sanctuary. Soft candlelight flickers, a soulful live band sets the rhythm of the evening, and the gentle sound of waves becomes part of the melody. Here, time feels suspended just two hearts, one island, and a moment that belongs only to you.
Couples are treated to a thoughtfully curated four-course dining experience, paired with a bottle of rosé champagne, designed to be savoured slowly, sip by sip, course by course. Every detail is intentional, every moment effortless romance without rules, elegance without pretense.
Celebrate love starting on The Citronee Club Beach with Rosé All the Way, an exclusive Valentine’s Day dining experience:
- USD 380++ per couple for Bed & Breakfast guests
- USD 240++ per couple for Half Board, Full Board and All Inclusive guests
Valentine’s Day is not confined to a single setting it’s a feeling that can unfold anywhere. From quiet moments on your private villa deck to laughter by the pool or barefoot walks along the shore, the island becomes a canvas for love, painted in your own style.
And for those who dream beyond the expected, romance takes on new dimensions. Drift across the lagoon aboard a traditional Maldivian dhoni, or descend beneath the surface for an underwater celebration, where silence speaks louder than words and love knows no boundaries.
This Valentine’s Day, forget the clichés. Follow the feeling. Paint your story in paradise Rosé All the Way, only at SO/ Maldives.
For more information or to book your perfect festive getaway, please visit so-maldives.com or contact so.maldives.reservations@so-hotels.com.
The whispers of innovation are sweetening the Maldivian air once more as THE OZEN COLLECTION heralds the celebrated return of culinary visionary, Janice Wong. This April, the pristine shores of OZEN RESERVE BOLIFUSHI will again become a canvas for her genius, hosting the exclusive ‘Chocolate Art & Serenity’ pop-up from the 27th to the 29th. Here, against the iconic overwater backdrop of the resort’s world-class outlets, CUVÉE, ORIGINꓱ and Vista del Mar, indulgence is redefined transformed into an immersive journey of edible artistry and sublime flavour.
The ‘Chocolate Art & Serenity’ pop-up will present a meticulously curated series of exclusive engagements. From intimate masterclasses for adults, where the alchemy of chocolate is unveiled, to engaging guided cooking activities for children, and a bespoke Cacao Bonfire Meditation Ceremony with Chef Janice Wong combining a guided sound healing session and an intention-setting ritual with a cacao-infused culmination, the programme is designed to enchant every guest.
Leading the series is Chef Janice Wong, a visionary often hailed as Asia’s “Queen of Desserts.” Over a celebrated 18-year career, Chef Janice has revolutionised the world of patisserie, transforming desserts into multi-sensory works of art. Her eponymous restaurant, 2am:dessertbar, became a global phenomenon, earning her two consecutive spots on Asia’s 50 Best Restaurants list and establishing her as a formidable force in the industry.
“My passion for culinary art has always been driven by a desire to test the limits of dessert making,” said Chef Janice Wong. “At OZEN RESERVE BOLIFUSHI, chocolate becomes more than a confection, it is a medium where art meets design and mindfulness. Each creation is thoughtfully composed to encourage presence and curiosity, inviting guests to engage their senses and experience dessert as a moment of balance, creativity and wellbeing within this tranquil island environment.”
The event also underscores Atmosphere Core’s continued dedication to curating world-class gastronomic experiences. Anupam Banerjee, Vice President of Food & Beverage for Atmosphere Core, remarked, “Hosting a culinary artist of Janice’s calibre once again is a testament to our ongoing mission to deliver unparalleled, memorable moments to our guests. This collaboration reflects our company vision that true gastronomy transcends indulgence – it becomes a ritual of wellness, weaving artistry and nourishment into every experience. Her innovative approach aligns perfectly with our vision for OZEN RESERVE BOLIFUSHI as an invitation to savour health, joy and artistry in every bite.”
This highly anticipated 2026 series builds upon the resort’s distinguished legacy, a narrative woven from pioneering gastronomy, the restorative wellness of ELE|NA Elements of Nature and deeply engaging guest experiences. Since its inception, OZEN RESERVE BOLIFUSHI has masterfully curated moments where artistic expression and world-class hospitality converge, establishing an unwavering precedent for excellence that defines the very ethos of THE OZEN COLLECTION.
Sun Siyam Iru Fushi has unveiled the first phase of its resort-wide design transformation, marking a significant milestone in the evolution of the property under Sun Siyam’s newly launched Luxury Collection. The five-star resort introduces a reimagined portfolio of overwater accommodation, setting a new design direction rooted in refined island luxury and Maldivian craftsmanship.
Reimagined Water Villas & Horizon Water Villas with Private Pool
The newly reimagined over water villas are the first chapter of this design transformation. Sublime in form and feeling, they introduce a contemporary expression of rustic Maldivian luxury. Each villa frames the ocean, offering a serene open-plan layout and a spacious bathroom with a bathtub overlooking the lagoon. Private decks feature multiple lounging zones, suspended hammocks, and intimate corners in soft green tones, creating a sense of refined, lived-in luxury.
All Horizon Water Villas now feature a 22 sqm private pool and sunken seating, transforming the space into a sanctuary for sunrise rituals, slow afternoons, and cinematic sunsets. For couples and honeymooners, bespoke moments ensure every stay feels beautifully tailored.
The overwater portfolio features 40 Water Villas with Pool (123 sqm), 16 Horizon Water Villas with Pool (128 sqm), and 19 Sunset Horizon Water Villas with Pool (128 sqm), each offering a seamless blend of comfort and privacy.
Design Excellence Guided by Vision
Driven by the group’s commitment to positioning Sun Siyam Iru Fushi among the Maldives’ leading luxury resorts, Sun Siyam appointed international interior design consultants Lee McNichol and Jose Rivero—Founders and Creative Directors of the London-based Studio Sixty7—to lead the transformation. Their approach introduces a characterful aesthetic with muted tones, natural textures, and softly sculpted forms that evoke effortless barefoot luxury. Gently imperfect plastered walls, tactile finishes, and layers of breathable linen create a relaxed yet elevated atmosphere.
“Every element has been chosen to feel grounded and sensorial, inviting guests into a deep sense of calm,” said Lee McNichol and Jose Rivero.
“This transformation goes beyond aesthetics—it’s a careful orchestration of space, service excellence, and emotional detail,” highlighted Abdulla Atham, the hotel’s Resort Manager. “From villa layouts and in-villa experiences to the minibar selection, outdoor offerings, views, and quiet gestures from your butler, each moment is designed to immerse guests into the spirit of chic island living”.
Sun Siyam Iru Fushi continues its transformation into a destination defined by understated luxury and island authenticity.
Book your stay now on Sun Siyam Iru Fushi’s website and indulge in Premium Island Indulgence with Signature Moments.
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