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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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Sun Siyam Vilu Reef unveils expanded marine excursion portfolio

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Sun Siyam Vilu Reef, part of the Sun Siyam Privé Collection, has introduced an expanded portfolio of water-based experiences designed to showcase the natural environment and marine life of the surrounding atolls. The enhanced programme combines exploration, activity and moments of calm, offering guests new ways to experience the Maldives through curated ocean journeys and personalised excursions.

Building on established activities such as Jet Car rides, SeaBob adventures and windsurfing, the resort has expanded its watersports offering to include private speedboat journeys and bespoke marine experiences. These additions are tailored for small groups seeking intimate and meaningful encounters with the ocean.

Available daily from the resort’s Watersports Centre, the new private speedboat excursions provide a personalised way to explore the hidden marine sites of Dhaalu Atoll. Designed for one to four guests, each journey offers flexibility and individual attention. Guests may choose from four-hour, five-hour or full-day itineraries, all of which include a freshly prepared barbecue lunch. From coral gardens to secluded sandbanks, the excursions highlight the region’s diverse marine landscapes.

The programme’s centrepiece is the Full Day Adventure Trip, which offers an extended exploration of key marine locations. Highlights include the Coral Garden, known for its biodiversity and reef formations; Turtle Point, where sea turtles are frequently sighted; and Nurse Shark Point, which provides opportunities to observe nurse sharks in their natural environment. The experience concludes with a beachside lunch on a private sandbank, set against uninterrupted views of the Indian Ocean.

For guests seeking a balance between activity and relaxation, the Waves of Adventure and Calmness experience combines a private two-hour snorkelling safari or Jet Ski safari with a full-body massage at the resort. The programme is designed to transition smoothly from ocean exploration to restorative island time, reflecting the relaxed pace that characterises Sun Siyam Vilu Reef.

As part of the Sun Siyam Privé Collection, Sun Siyam Vilu Reef continues to focus on personalised service and experiences rooted in the natural setting of the Maldives. Through its expanded watersports offering, the resort invites guests to engage with the marine environment while enjoying a sense of privacy, discovery and connection to the Maldivian seascape.

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A spring of flavours: Nowruz dining series at JW Marriott Maldives Resort & Spa

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This March, JW Marriott Maldives Resort & Spa invites global tastemakers and discerning travellers to celebrate Nowruz with an elevated Spring Festival activities set along the pristine shores of Vagaru Island. Marking a season of renewal and new beginnings, the resort unveils a meticulously composed journey of gastronomy, culture, and inspired island living in honour of this timeless tradition.

At the heart of the Nowruz celebration is a trilogy of curated destination dining experiences on March 20, 22 and 24, each designed to highlight the artistry and versatility of the resort’s culinary landscape while embracing the spirit of spring.

On March 20, an intimate wine dinner in the exclusive Wine Room sets the tone for the festivities. Tucked within Aaila, the beachfront restaurant, this elegant enclave is dedicated to private tastings and bespoke culinary encounters. Home to a curated collection of over 1,200 labels from renowned and boutique vineyards alike, the Wine Room offers a serene setting.

Against this backdrop, a distinguished selection of fine wines is paired with a seasonal menu beginning with A Perfect Egg with Sea Urchin Caviar, followed by Sterlet with Chestnut Velouté. The evening unfolds as a welcoming prelude to the Spring Festival, presented as a five-course wine pairing dinner where each selection is harmoniously matched, creating a seamless journey of flavour, balance, and warm celebration.

The celebration continues on March 22 at RIHA, the resort’s distinctive destination dining venue, a hidden beachfront oasis designed for immersive culinary experiences. Set directly on the sand and framed by the Indian Ocean, RIHA features a dramatic sunken Tandoor and Tawa, creating an intimate, theatrical setting. Here, meals are prepared by a personal chef, allowing each course from Cured Duck Tartare with Eel Cream and Fiddlehead Greens to Deer Pie with Civet Sauce to unfold as a bespoke expression of craftsmanship and seasonality.

On March 24, Hashi concludes the Spring Festival series amid a serene overwater setting, transformed for the evening into an intimate fine dining experience. Guests will savor a specially curated menu, with highlights such as Éclair with Cod Rillette and Reindeer Pelmeni with Porcini Broth, celebrating both the purity of ingredients and the precision of technique, seamlessly blending tradition with contemporary expression. This culminating evening not only honors the artistry of the chefs but also embodies the spirit of the Spring Festival series.

Together, these three evenings unfold as a harmonious celebration of spring as each venue sharing its own expression of renewal and the joy of gathering.

With 60 spacious villas, each featuring a private pool and panoramic views of the turquoise waters. Guests can choose between beachfront serenity or the tranquillity of overwater living. Attentive service by a personal Thakuru (butler), ensuring every detail is tailored to their needs. Additionally, guests are also invited to explore the natural beauty of the island by bicycle, encouraging unhurried discovery across the island’s lush pathways.

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Refined overwater vision: Velaa Private Island’s upgraded Ocean Pool House

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Located at the ultra-luxury Velaa Private Island, Maldives, the Ocean Pool House has been thoughtfully reimagined and elevated, unveiling a sophisticated new chapter in contemporary coastal design. The upgraded space seamlessly blends architecture, bespoke furnishings and artisanal details, creating an atmosphere that is both relaxed and refined, a destination designed for effortless luxury by the ocean.

At the heart of the project is Joy Alexandre Harb, principal architect and founder of JYH International Architects. Renowned for his contextual and human-centred approach, Harb’s architectural vision brings clarity, balance and flow to the Ocean Pool House, enhancing its relationship with light, water and the surrounding environment.

The interior concept is further enriched by the creative direction of Eva Szumilas, whose furniture designs introduce sculptural elegance and tactile comfort. Her work complements the architecture with a refined sense of proportion and materiality, ensuring each piece feels both intentional and inviting.

Adding a distinctive layer of character is a selection of atypical furniture curated and supplied by L´ATELIER, led by Aziz Moussawer. Known for sourcing unique, conversation-driven pieces, L´ATELIER brings an artisanal and expressive quality to the space.

A standout feature within the Ocean Pool House is the inclusion of the iconic Litho chair by Pierre Frey. Celebrated for its bold design language and craftsmanship, the chair serves as both a functional element and a sculptural statement, reinforcing the project’s commitment to timeless yet contemporary design.

Completing the interior palette are bespoke carpets by BM HOME, created under the direction of Elif Paşalıoğlu Demirtaş. These custom pieces ground the space with warmth and texture, subtly enhancing comfort while harmonising with the overall aesthetic.

Together, these collaborations result in an Ocean Pool House at Velaa Private Island, Maldives that is not merely upgraded, but transformed, a space where architecture, design and craftsmanship converge to create an immersive and elevated guest experience within one of the Indian Ocean’s most exclusive private island destinations.

Nestled within the constellation of islands that form the Noonu Atoll in the Maldives, Velaa Private Island takes exclusivity to the next level with facilities and service that go beyond traditional resorts. Designed by award-winning Czech architect Petr Kolar as “an elegant fusion of Maldivian culture with contemporary luxury, intimate with Maldivian nuances”.

Velaa Private Island is the realisation of a dream to create a ‘beyond luxury’ exclusive boutique hideaway in the Maldives. Velaa means “Turtle” in the local language, named after generations of sea turtles that flock there to nest and hatch. From a broader “bird’s eye view” which greets arrivals by seaplane, the island’s exclusive over-water villas are also constructed to resemble the head of a turtle, with the island forming the body.

The resort comprises 47 private villas, houses and exclusive residences. While 18 of the 47 are built over water, the Romantic Pool Residence can only be reached by boat, allowing even more privacy and exclusivity.

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