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.’
Milaidhoo Maldives will welcome French winemaker Pascal Jolivet to the island for an exclusive five-course wine-pairing dinner on 4 December, where guests will have the chance to meet him in person, discover his wines and hear more about his approach to winemaking.
Known for his distinctive wines from France’s Loire Valley, Pascal Jolivet will personally present a selection from his collection throughout the evening. Each wine will be paired with a specially created course, bringing together carefully prepared dishes and wines chosen to complement their flavours.
The selection will include Sancerre Signature 2023, Pouilly-Fumé Indigène 2023, Attitude Pinot Noir 2024 and Sancerre Rosé 2024, giving guests the chance to discover different styles from the winemaker’s collection.
Founded in 1987, Pascal Jolivet’s wine house has become well regarded for its approach to expressing the natural character of the Loire Valley’s vineyards. His wines are particularly recognised for their freshness, precision and elegance.
At Milaidhoo, food and wine are an important part of island life. With a strong focus on quality ingredients, varied culinary experiences and a carefully selected wine collection, the island attracts guests who appreciate good food and fine wines.
Nikhil Bakle, Resident Wine Sommelier at Milaidhoo Maldives, says: “What makes an evening like this special is the chance to go beyond the wine in the glass. Having Pascal with us means guests can hear directly from the winemaker, learn about his approach and discover what goes into each bottle. It is also a lovely opportunity to explore how these wines complement the food.”
Set in the UNESCO Biosphere Reserve of Baa Atoll, the evening will bring together good food, exceptional wines and the chance to meet the man behind the label, making it a special occasion for wine lovers visiting Milaidhoo.
Read more about Milaidhoo’s culinary offering here.
Three years of bold expressions, unforgettable moments and unapologetic individuality. SO/ Maldives celebrates its third anniversary, marking an iconic journey of redefining contemporary island luxury with its distinctive style and playful sophistication.
Designed for the stylish individualist, SO/ Maldives commemorated the milestone in collaboration with Rip Curl Maldives, bringing together ocean culture, vibrant entertainment and the resort’s signature barefoot glamour in a celebration of creativity and island living.
To mark this new chapter, the resort introduces SO/ Signature Experiences, a curated collection of playful and elevated island moments. From Lazuli Frequency’s silent disco sessions and energetic Water Drums to Floating Pickleball and board games at Lazuli, Afternoon High Tea and Sunset Rituals at Pavilion Bar, each offering captures the resort’s distinctive personality.
Further elevating its luxury offering, SO/ Maldives unveils Your Villa, Your Way, an exclusive villa escape celebrating personalised indulgence and effortless privacy. Featuring private speedboat transfers, bespoke in-villa dining, flexible check-in and check-out, and curated privileges, the experience also extends to the entire CROSSROADS dining experiences.
Beyond the resort, guests are invited to discover a world of flavours across CROSSROADS Maldives, home to 17 restaurants and bars offering everything from international favourites to exceptional culinary experiences, including dining recognised by Asia’s 50 Best. With flexible meal plans and an extensive choice of dining destinations, guests can explore the wider culinary scene with ease.
Connecting SO/ Maldives to The Marina and neighbouring resorts, a complimentary premium Maldivian dhoni shuttle offers a seamless and distinctly local way to experience everything CROSSROADS Maldives has to offer.
As SO/ Maldives enters its fourth chapter, the resort continues to push boundaries through bold collaborations, immersive experiences, environmental stewardship and a fresh perspective on contemporary island luxury.
For reservations and further enquiries, please visit the resort’s official website.
ananea Madivaru Maldives will welcome Cornelia Lister, international padel player and Captain of the Swedish National Junior Padel Team, from 7 to 14 November 2026. Bringing experience from both professional tennis and international padel, she will host two afternoons of padel sessions, inviting guests to refine their game and enjoy friendly competition in an intimate group setting.
With a tennis career spanning appearances at Wimbledon, the Australian Open, the French Open and the US Open, Lister brings a distinguished sporting background to the experience. A WTA doubles titleholder who reached a career-high world doubles ranking of No. 72, she combines experience at the highest levels of tennis with a passion for developing players on the padel court.
With the growing appeal of padel inspiring new ways to spend time together on holiday, ananea Madivaru offers a setting where a love of sport finds its place within the ease of island life. Its padel and pickleball courts, overwater gym and Kandu Spa allow guests to move between spirited play and quieter moments at their own pace. Lister’s visit lends a distinctive touch to this experience, bringing the insight and warmth of an accomplished player to afternoons shared on court.
Pierre Edlund, General Manager of ananea Madivaru Maldives, says: “Having worked with Cornelia before, I know firsthand the incredible energy and passion she brings, not only to the sport but also to the people around her. Her enthusiasm is contagious, and for me, it was an obvious choice to welcome her to ananea Madivaru Maldives. She brings exactly the kind of personality and spirit we love, adding a little extra sporty glamour, fun and unforgettable moments to our guests’ island experience.”
Padel sessions with Cornelia Lister are exclusively available to in-house guests on a complimentary basis, adding a fun, active and memorable moment to their Slow Glamour holiday.
Opened in July 2025, ananea Madivaru is a luxury twin-island resort set in the heart of the Maldives’ North Ari Atoll. Rooted in the philosophy of slow glamour, the resort invites guests to embrace life’s unhurried rhythms while immersed in timeless beauty and refined simplicity. With 111 elegantly designed villas, nine distinct dining destinations, a private lagoon, serene spa, immersive experiences, and a dedicated kids’ club, ananea Madivaru blends contemporary sophistication with the traditions and natural splendour of its surroundings. Every element has been carefully curated to offer meaningful, memorable escapes that resonate long after departure.
For more information and bookings, please visit the resort’s official website.
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