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.’
Drink
Eri Maldives launches Beach Shack artist takeover with Ismail Maaish
At Eri Maldives, becoming begins with experiences that invite guests to see the island differently, and art has always offered one of the most powerful ways in.
The resort welcomed Maldivian artist Ismail Maaish for a collaboration that turned a beloved island landmark into something new: Beach Shack, a humble beach bar set beside one of the island’s favourite stretches of reef, became a living canvas for the first time.

Sharing his creative process with guests as he worked, Ismail curated an original mural at Beach Shack over the weekend, inspired by the underwater world surrounding the island — a bow-tied, sunglasses-wearing octopus mixing cocktails amid schools of fish, echoing the plush octopus character that greets guests in their villas on arrival, and weaving local craft and cultural storytelling into the everyday rhythm of island life.
“At Beach Shack, I wanted to bring the energy of the house reef above the water and create something playful, distinctly Maldivian and connected to its surroundings,” said Ismail. “The ocean is part of everyday life here, and this mural celebrates the colour, movement and marine characters found just beyond the shore.”

With a background in architecture, Maaish works across ink, watercolour, acrylic and large-scale murals. His art balances structure with spontaneity, using bold colours and expressive characters to explore Maldivian folklore, island life, culture and identity.
“Through the Beach Shack Artist Takeover, we bring the essence of Eri as The Island of Becoming to life—a place where nature inspires creativity and every experience opens the way for discovery and connection,” said Haroon Mohamed, General Manager of Eri Maldives. “Together with Ismail Maaish and the KULA Initiative, we are proud to provide Maldivian talent with a meaningful platform while inviting guests to experience our house reef and island culture from a fresh perspective.”

The project was presented under Pulse Resorts’ KULA Initiative, which gives local artists a platform to share their work and cultural perspectives with a wider audience, keeping Maldivian creativity and heritage visible within contemporary island life.

It’s the first of the Beach Shack Takeovers, an evolving platform inviting artists and creative talent to reinterpret the venue through their own craft.
News
Fari Islands Festival wraps second edition of art, culture and conservation
The Maldives’ Fari Islands archipelago came alive from 13–15 August as the second edition of the Fari Islands Festival unfolded across Patina Maldives and The Ritz-Carlton Maldives. Guided by its ‘One Festival, Every Sense’ philosophy, the festival welcomed an international community of artists, cultural voices, chefs, musicians, wellness practitioners and conservationists, including headline contributor Rosamund Pike and acclaimed designer Sean Wotherspoon.
The three-day celebration of creativity, connection and discovery invited guests to experience the Fari Islands through every sense, from mindful mornings and ocean experiences to creative workshops, culinary discoveries, thought-provoking conversations and music beneath the Maldivian sky.

At the heart of this year’s festival was Rosamund Pike, the Golden Globe, Emmy and Olivier Award- winning and BAFTA and Academy Award-nominated actor and humanitarian. Pike opened the festival with a charity dinner supporting MAG (Mines Advisory Group), the humanitarian organisation dedicated to clearing landmines and unexploded ordnance from conflict zones around the world. Throughout the weekend, she explored the relationship between creativity, performance and the roles we choose to play in life through a solo address, before leading guests through a guided meditation in partnership with Lumenate, the psychedelic meditation app. Pike also embraced local culture through an intimate Maldivian cooking class at Patina Maldives’ newly launched Kandu restaurant.

Globally recognised designer and cultural tastemaker Sean Wotherspoon led a collaborative art residency, bringing his vibrant, sustainability-focused aesthetic to the islands. Throughout the festival, Wotherspoon worked alongside guests on a large-scale, reef-inspired sculpture, built collectively across the festival.
The completed sculpture will become part of ongoing coral regeneration efforts in the Fari Islands lagoon, where it will continue to evolve as marine life takes hold. Wotherspoon also transformed the Fari Art Atelier into a dedicated festival pop-up, showcasing an exclusive Fari Islands merchandise collection and limited pieces created especially for festival guests.

Wellness and movement provided a constant rhythm throughout the three days, with the Maldives’ leading running community, iRunners, bringing guests and participants together for a 5km Charity Island Run as part of the festival’s ‘Protect the Reef’ campaign. The run raised USD 5,000, which was donated to Save the Beach in support of marine and coastal conservation.
Meanwhile, Wellness by Bamford returned for a second year, with sound healer Stephanie Waxberg and aromatherapist Louise Riby leading immersive wellness experiences, joined by Noble Panacea for sessions centred on longevity and holistic wellbeing.

This year’s programme also welcomed Malin Fezehai, a National Geographic Explorer, offering guests a unique opportunity to explore the natural world through the lens of observation, storytelling and conservation. Alongside Olive Ridley Project, experiences throughout the festival centred on the Maldives’ remarkable marine ecosystems, biodiversity and ongoing conservation efforts.
As the sun set, French musician and creative icon Sébastien Tellier mesmerised festival goers with a live piano performance, while Thai multidisciplinary artist NOTEP wove together music, nature and storytelling. The festival culminated in a beachfront celebration led by acclaimed Dutch DJ and producer FS Green, one of Amsterdam’s finest talents.

Food and drink became an essential part of the ‘One Festival, Every Sense’ journey, inviting guests to slow down and savour new flavours. Michelin-starred chef Samuel Lee, founder of Parisian neo-bistrot SENsation, joined Tokyo-born dining collective WAGYUMAFIA for a series of distinctive culinary experiences, while Dry Wave Cocktail Studio, ranked No. 5 in Asia’s 50 Best Bars 2025, joined Michter’s Whiskey for narrative-led cocktail experiences, alongside curated spirits sessions from Sei Bellissimi’s Danilo Pozone.

With its second edition now wrapped, Fari Islands Festival continues its evolving reputation as an annual gathering where creativity, culture, wellbeing and conservation meet the natural beauty of the Maldives. Following the success of the 2026 edition, Fari Islands Festival will return in 2027, inviting a new generation of artists, thinkers, chefs, performers and cultural voices to Fari Islands for its next chapter.

The Fari Islands Festival is set to return from 8-10 July in 2027. Stay up to date and reserve a stay at The Ritz-Carlton Maldives or Patina Maldives. For more information visit fari-islands.com.
News
Joy Island Maldives marks third anniversary with week of island celebrations
Joy Island has announced its third year anniversary celebration.
The week-long celebration will start from 28 September to 4 October 2026, bringing together a vibrant programme of wellness, entertainment and island experiences designed to create memorable moments for all guests.
The celebrations will begin on 28 September with Sunrise Energy Flow Yoga, setting the tone for a week of joyful experiences. The opening evening will feature spectacular fire shows and a tropical welcome, inviting guests to come together and celebrate the beginning of this special milestone.

The main anniversary celebrations on 1 October will feature a series of signature experiences, beginning with Golden Sunset Cocktails, where guests can unwind and enjoy refreshing drinks as the sun sets over the island. This will be followed by the Anniversary Gala Dinner, hosted by Chef Koyi Tanabe offering a unique culinary experience.
The highlight of the evening will be the much-anticipated Anniversary Party, featuring live music, entertainment and an energetic atmosphere as guests come together to celebrate three years of Joy Island.

Throughout the week, guests can enjoy a vibrant programme of activities, includingJoy Beach Olympics, Stand-Up Paddle Relay Fun, Sunset DJ Sessions, Family Fashion Show, Mixology Competition and White Party. Younger guests can take part in bracelet-making, kite flying, pizza tossing, beach games and a Farewell Tree Planting Ceremony. Together, these experiences will create a vibrant celebration filled with fun, creativity, connection and unforgettable island memories.

The celebrations will also welcome distinguished guest personalities, adding an extra touch of culinary and wellness excellence to this special milestone at Joy Island Maldives. Among the featured guests will be Chef Koyi Tanabe, Executive Chef of Salvaje Dubai and Arrogante Dubai joining as the visiting chef, and Imran Zulfikar, a Wellness and Lifestyle Coach specialising in deep-tension release therapy joining as the visiting practitioner.

“Joy Island’s third year anniversary is a wonderful opportunity to celebrate the memories we have created together with our guests, partners and team members,” said Bandula Thilakarathne, Resort Manager at Joy Island. “This milestone reflects our continued commitment to delivering genuine hospitality, meaningful experiences and moments of joy that stay with our guests long after their holiday. We look forward to welcoming everyone to a celebration filled with happiness, connection and the vibrant spirit of Joy Island.”

As Joy Island celebrates 3 years of creating memorable experiences in the Maldives, the resort looks forward to welcoming guests to an anniversary week filled with laughter, discovery, relaxation and celebration. At Joy Island, the spirit remains simple: “Keep Calm and JOY Your Life.”
-
Featured1 week agoBaros Maldives sets festive calendar of dining, culture and marine experiences
-
Drink1 week agoFinolhu welcomes New Zealand’s Sato Wines for two exclusive dining experiences
-
Action1 week ago18-yacht Azimut fleet to serve Waldorf Astoria, Rosewood resorts in Maldives
-
Cooking1 week agoBBM’s Studio of Culinary Excellence to debut Masterclass programme with Chef Romain Dupeyre
-
Meditation1 week agoThe St. Regis Maldives Vommuli Resort to mark World Wellness Weekend with three-day celebration
-
Action1 week agoOcean Group Maldives marks PADI AWARE Week with nine-resort dive campaign
-
Action1 week agoSoneva reveals star-studded calendar of residencies through end of 2026
-
Drink1 week agoTHE OZEN COLLECTION to host sixth Bodegas Viñátigo wine master class


