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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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Milaidhoo Maldives embraces mindfulness, movement and nourishment for Global Wellness Day

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Milaidhoo Maldives invites guests to celebrate Global Wellness Day 2026 under the theme “#JoyMagenta”, embracing its signature wellbeing philosophy built around three interconnected pillars: food, physical balance and peace of mind. Nestled within the UNESCO Biosphere Reserve of the Baa Atoll, the island offers a sanctuary where nature-led experiences, mindful nourishment and restorative practices come together to support holistic wellbeing.

Throughout the day, guests are guided through immersive experiences designed to awaken gratitude, creativity, connection and movement, each reflecting Milaidhoo’s commitment to wellbeing in harmony with the oceanic environment.

Morning begins with Gratitude on the Compass Pool Bar deck, where mindfulness meditation and breathwork invite stillness and clarity. Mid-morning, Creativity unfolds at Serenity Spa with a DIY coconut scrub workshop using natural island ingredients, celebrating sustainable self-care and the island’s nourishing food philosophy through the use of locally inspired botanicals.

Mid-afternoon brings Connection at the overwater Yoga Pavilion with couples stretching and sound healing sessions designed to deepen presence and emotional harmony. As evening approaches, Movement takes place during a sunset Vinyasa yoga flow at Ocean Stories Beach, where breath, motion and ocean rhythm align.

Throughout the experience, Milaidhoo’s culinary wellbeing approach complements the journey, with mindful dining options that emphasise fresh, locally inspired and nutritionally balanced cuisine to support physical vitality and inner peace. Food is presented not only as nourishment but also as a sensory extension of the island’s healing environment, reinforcing the connection between body and nature.

Milaidhoo Maldives’ Global Wellness Day celebration reflects the island’s deeper philosophy of holistic living, where food, physical movement and peace of mind are seamlessly integrated into every guest experience. The island’s intimate setting encourages reconnection with nature and self, allowing each moment to be experienced with intention and joy.

The day concludes with a renewed sense of vitality, emotional balance and calm presence, embodying the essence of “joy” that defines this year’s theme. Milaidhoo continues to place well-being at the heart of its experience, ensuring every stay supports lasting harmony in one of the world’s most tranquil island sanctuaries.

For those seeking to continue their journey of calm and renewal, explore the full Milaidhoo wellbeing experience here.

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Fushifaru Maldives unveils overnight ‘Sleep Under the Stars’ escape

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From candlelit dinners to sleeping beneath a canopy of stars on the largest natural sandbank in Lhaviyani Atoll, Fushifaru Maldives by BeKind Hospitality Group invites couples to experience one of the Maldives’ most unforgettable overnight escapes.

Surrounded by crystal-clear waters, Fushifaru Maldives is redefining romantic island escapes with its extraordinary “Sleep Under the Stars” experience – an unforgettable overnight stay on the resort’s breathtaking private sandbank. This once-in-a-lifetime experience invites couples to disconnect from the world and reconnect with each other beneath a sky illuminated by countless stars. Combining barefoot luxury, romance and the raw beauty of the Maldives, the experience has been thoughtfully designed to create memories that last forever.

As the sun begins to set over the horizon, guests are whisked away to the secluded sandbank where an enchanting evening awaits. Candlelit dining by the ocean sets the tone for the night, with the sound of gentle waves providing the perfect soundtrack. Guests can then cosy up beneath the stars for a private open-air movie screening, before retreating to their beautifully prepared beachfront bed for a night unlike any other.

With no distractions, no crowds and nothing but the soothing ocean surrounding them, guests are given the rare opportunity to experience the Maldives in its purest and most intimate form. As dawn breaks across the horizon, the experience continues with a hearty breakfast served directly on the sandbank – the perfect way to begin the day before returning to the resort.

“At Fushifaru, we continuously seek to create meaningful and unforgettable experiences that connect guests with the natural beauty of the Maldives,” said Jumana Muhammad, Resident Manager of Fushifaru Maldives. “Our ‘Sleep Under the Stars’ experience is designed to offer something truly special – a rare opportunity for guests to disconnect from the world and reconnect with each other amidst the serenity of our stunning natural sandbank and a sky full of stars.”

More than simply an excursion, “Sleep Under the Stars” is a celebration of romance, nature and unforgettable moments. Whether marking a honeymoon, anniversary, proposal or simply a special escape together, the experience captures the magic of the Maldives in a truly unique and deeply personal way.

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DJ Lara Fraser and Giorgio Chiarello headline music and mixology week at Niva Dhigali Maldives

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This October, Niva Dhigali Maldives invites guests to embrace the island’s natural rhythm as internationally renowned DJ, producer and radio host DJ Lara Fraser joins Italy’s most awarded flair bartender Giorgio Chiarello for an exclusive week of music, mixology and island celebration. From 25th to 31st October 2026, the duo will bring their signature artistry to the heart of the island with sunset DJ sessions at Haali Bar, curated cocktail experiences, and a vibrant Halloween party at East Bar.

Perched on the western edge of the island, Haali Bar is one of Niva Dhigali’s most iconic spaces – a place where the sky melts into shades of gold and coral, naturally shaped by the sea. As the sun begins to dip below the horizon each evening, guests will be immersed in Lara’s signature open-format sound, blending dance, house and hip hop into sunset sets designed to flow with the energy of the ocean and the golden light of dusk, while Giorgio crafts a curated selection of signature cocktails with his celebrated flair.

Known for performing on some of the world’s most prestigious stages – including the Red Bull Stage, McLaren’s Trafalgar Square takeover, the Monaco and Las Vegas Grand Prix, Wembley Arena, Royal Ascot, the Cannes Film Festival and global Fashion Weeks – Lara brings an internationally celebrated energy to the island, creating unforgettable moments as day drifts into night.

Complementing the week’s soundtrack, Italy’s most awarded flair bartender Giorgio Chiarello returns to Niva Dhigali with his signature artistry and cocktail mastery. Globally celebrated for his flair performances and expertise in American-style mixology, Giorgio will present a curated selection of signature cocktails at Haali Bar, where guests can watch his dynamic showmanship unfold against the backdrop of uninterrupted sunset views.

At Niva Dhigali, every moment moves with ease – from tranquil mornings by the lagoon to golden sunsets at Haali and lively nights at East Bar – creating memories shaped by nature, music, flavour and the freedom of island life.

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