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.’
Awards
.Here Baa Atoll receives Forbes VERIFIED™ Responsible Hospitality recognition
.Here Baa Atoll has been awarded the prestigious Forbes Travel Guide VERIFIED™ Responsible Hospitality recognition, affirming the resort’s commitment to responsible luxury and its dedication to delivering exceptional guest experiences while embracing sustainable and ethical hospitality practices.
Developed by Forbes Travel Guide, the global authority on luxury hospitality, the VERIFIED™ Responsible Hospitality programme recognises hotels and resorts that demonstrate a comprehensive commitment to environmental stewardship, community engagement, employee wellbeing and responsible operational practices. The recognition is awarded following an independent assessment of more than 100 standards designed specifically for the luxury hospitality sector.
Located within the UNESCO Biosphere Reserve of Baa Atoll, .Here Baa Atoll has been conceived around the philosophy of The Art of Duality—bringing together immersive luxury and a profound respect for the natural world. Across its two private islands connected by a pristine sandbank, the resort integrates thoughtful design, personalised experiences and responsible practices that aim to preserve the destination for generations to come.
The recognition reflects the resort’s ongoing efforts to minimise its environmental impact while creating meaningful experiences that connect guests with the unique marine ecosystem and cultural heritage of the Maldives. Through responsible resource management, conservation initiatives, local partnerships and a continued focus on guest and team wellbeing, .Here Baa Atoll strives to demonstrate that exceptional luxury and responsible hospitality can exist in harmony.
“This recognition represents an important milestone for .Here Baa Atoll and reflects the collective commitment of our team to creating experiences that are both meaningful and mindful,” said Elina Adiyan, Resident Manager of .Here Baa Atoll. “Responsible hospitality is embedded in every aspect of the guest journey, from the way we design experiences to how we care for our people, our community and the remarkable environment that surrounds us. We are honoured to be recognised by Forbes Travel Guide for this commitment.”
As global travellers increasingly seek destinations that align with their values, the Forbes Travel Guide VERIFIED™ Responsible Hospitality recognition reinforces .Here Baa Atoll’s position among the world’s leading ultra-luxury resorts, offering guests the confidence that their stay supports a property committed to responsible operations without compromising on service, comfort or exclusivity.
The achievement marks another significant milestone for the resort as it continues to establish itself as one of the Maldives’ most distinctive luxury destinations, where contemporary design, personalised hospitality and a deep respect for nature come together to create extraordinary experiences.
To learn more about .Here Baa Atoll, visit www.here-maldives.com.
Action
Manta Trust turns holiday photos into conservation science in Maldives
Whether you’re snorkelling at Hanifaru Bay, diving next to a cleaning station, or photographing a manta ray from a liveaboard, your holiday memories could help protect one of the world’s most iconic marine animals.
The Manta Trust and its flagship affiliate project, the Maldives Manta Conservation Programme (MMCP), are inviting divers, snorkellers, underwater photographers, resorts and liveaboards across the Maldives to become citizen scientists through MantaBase – a global platform that transforms everyday manta ray encounters into valuable scientific data.
For more than two decades, the MMCP has built one of the world’s most comprehensive manta ray photo-identification databases. With more than 100,000 photographed sightings and over 7,000 individually identified manta rays, the Maldives database has become one of the most important long-term marine wildlife datasets anywhere on Earth.

Now, that remarkable resource is available through MantaBase, allowing anyone visiting the Maldives to contribute directly to ongoing conservation research.
Every manta ray has a unique pattern of spots on its belly – much like a human fingerprint. By uploading a photograph of this pattern, MantaBase’s AI-powered identification system, IDtheManta, can recognise individual animals, revealing whether they have been seen before and adding another chapter to their life story.
Each submission helps researchers better understand where manta rays travel, how populations change over time, which habitats they rely upon, and how they respond to growing environmental pressures.
“Every photograph tells us something new,” says Dr Guy Stevens, CEO and Co-Founder of the Manta Trust. “The Maldives has become one of the most important places in the world for manta ray research because thousands of divers, guides, photographers and resorts have shared their sightings over many years. MantaBase allows anyone to become part of that conservation story.”
“MantaBase is more than a database – it’s a community of ocean enthusiasts whose sightings, memberships and support are helping safeguard manta and devil rays for generations to come.”

The MMCP has spent twenty years working alongside resorts, dive centres, liveaboards and local communities to study manta rays throughout the archipelago. Their long-term research has identified key aggregation sites, improved understanding of manta behaviour and migration, and helped inform the protection of some of the Maldives’ most important marine habitats.
MantaBase now makes it easier than ever for that collaboration to continue.
Divers and snorkellers can create a free MantaBase account to upload sightings, discover the identities of the manta rays they’ve encountered, and build a personal digital logbook of their wildlife experiences. For those wanting to dive deeper into the lives of the manta rays they meet, Premium Membership unlocks additional tools and insights while directly supporting the Manta Trust’s global research, technology and conservation work.
For dive centres, resorts and liveaboards, dedicated Operator Accounts provide an opportunity to showcase their conservation contributions while engaging guests in meaningful citizen science. Operators can track sightings linked to their organisation, celebrate their impact, receive official recognition through the MantaBase support programme, and demonstrate their commitment to protecting the species that make the Maldives one of the world’s premier manta ray destinations.

Every MantaBase membership helps fund the continued development of the platform and supports the Manta Trust’s work to research and protect manta and devil rays around the world. By becoming a Premium Member or joining as an Operator, users not only gain access to exclusive features, but also help power the science and conservation initiatives that make MantaBase possible.
The launch represents another milestone towards creating the world’s largest connected database for manta and devil rays, bringing together regional conservation projects from across the globe to support international research and protection.
Whether you’re visiting the Maldives for your very first manta encounter or have spent decades diving these waters, every sighting helps strengthen our understanding of these extraordinary animals. Whether you choose a free or Premium account, every photograph you submit helps build a better future for manta and devil rays.
Together, one photograph at a time, help secure a future for manta rays.
Cooking
Where every meal becomes a memory at Machchafushi Island Resort
At Machchafushi Island Resort & Spa Maldives by The Centara Collection, dining extends far beyond the restaurant. It unfolds as a sensory journey where place, flavour and emotion come together in perfect harmony. Surrounded by the shimmering waters of South Ari Atoll, every shoreline, every sunset and every tranquil stretch of sand becomes part of an immersive culinary landscape, shaped by the rhythm and beauty of the island.

Here, dining is reimagined as a collection of deeply personal encounters. From the romance of The Love Hut and the serenity of a shoreline champagne breakfast to the barefoot elegance of a private beach dinner beneath the stars, each experience has been thoughtfully created to celebrate meaningful moments in extraordinary surroundings.

While each occasion offers its own distinct character, together they form a seamless expression of the Machchafushi experience. Cuisine responds naturally to its setting, evolving with the changing light, the gentle ocean breeze and the atmosphere of each moment. Every detail is carefully considered, creating experiences that feel effortless, authentic and impossible to replicate elsewhere.

The Shoreline Breakfast welcomes the day with quiet celebration, where the ocean sets the pace and simplicity becomes the ultimate expression of island living. Intimate beachfront dining offers a more secluded experience, where refined cuisine is paired with the natural beauty of the shoreline and the gentle rhythm of the ocean. The Barefoot Beach Dinner embraces understated elegance, where exquisite dishes are enjoyed with the softness of sand beneath your feet and the stars overhead. At The Love Hut, thoughtfully curated dining becomes part of life’s most meaningful milestones, creating memories that linger long after the moment has passed.

Across every experience, the culinary philosophy remains beautifully consistent. Menus are intentionally refined and understated, allowing the setting, the occasion and the company to remain at the heart of each encounter. Every dish is designed to complement its surroundings rather than compete with them, creating a style of dining elevated through simplicity, authenticity and a genuine sense of place.

Together, these experiences define the essence of Machchafushi. They blur the boundaries between dining, celebration and island living, where every meal becomes part of a larger story shaped by nature and heartfelt hospitality. Here, the ocean is more than a backdrop; it is an integral part of the experience, influencing every flavour, every atmosphere and every lasting memory.
More than a collection of dining experiences, this is the spirit of Machchafushi expressed through cuisine. A destination where exceptional food, breathtaking surroundings and meaningful moments come together effortlessly, inviting every guest to become part of an unforgettable island story.
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