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.’
Dusit Thani Maldives, a premier Thai-inspired luxury resort, has announced an exclusive partnership with beOnd Airlines, a premium leisure airline renowned for its exceptional services and luxury. This collaboration offers travellers a unique opportunity to enjoy exclusive privileges when booking their stay at Dusit Thani Maldives through beOnd Airlines.
Passengers flying with beOnd are eligible for a special offer at Dusit Thani Maldives, including discounts of up to 10% for stays between November 1, 2024, and April 30, 2025. Dusit Gold members receive additional discounts and privileges, further enhancing the benefits for loyal guests.
To access these exclusive offers, passengers must present a valid beOnd booking reference and use the booking code FLYDTMD when making a reservation at Dusit Thani Maldives.
This partnership strengthens the seamless travel experience that both Dusit Thani Maldives and beOnd Airlines aim to deliver to their discerning guests.
“We are thrilled to collaborate with beOnd Airlines and offer their passengers an opportunity to experience the unique blend of luxury and serenity at Dusit Thani Maldives,” said Jean-Louis Ripoche, Area General Manager, Maldives. “This partnership allows us to create more memorable stays for travellers looking to explore the beauty of the Maldives with the convenience and style that both Dusit Thani and beOnd Airlines are known for.”
The Waldorf Astoria Maldives Ithaafushi invites guests to step back in time with its “Sixties Glamour” festive theme, capturing the elegance and charm of a bygone era. From December 15 to January 7, the resort transforms into a sixties-inspired setting with a chic colour palette of blue, white, silver, and black, adorned with pearls, bold accents, and iconic decorations. Guests will experience a world of vintage style, complete with family-friendly activities, unforgettable events, culinary delights, and festive experiences.
“We’re delighted to once again invite our guests to enjoy the magic of the holidays with us,” said General Manager TJ Joulak. “Our ‘Sixties Glamour’ program invites guests to embrace the spirit of the season in an atmosphere of timeless elegance and create unforgettable memories with loved ones.”
The resort offers a variety of spacious accommodations suitable for couples and families, from overwater villas to Ithaafushi – The Private Island, providing the ultimate island escape. A full calendar of events and sixties-inspired holiday decor ensures that guests are surrounded by festive cheer and celebrations, including the following highlights:
Guests can embrace the season’s magic with events for all ages. Highlights include a Christmas Tree Lighting Ceremony at Peacock Alley on December 17, featuring festive music and seasonal treats. On December 25, Santa Claus and his team will bring joy to NAVA Beach with gift-giving and a chance to meet Santarina and the elves. A sixties-themed fashion show for kids and teens will also offer young guests an opportunity to showcase their style on the runway.
For the season’s major celebrations, a grand tent will host Christmas Eve and New Year’s Eve festivities, complete with world-class cuisine and captivating entertainment. Additionally, “Cinema Under the Stars” at the Lagoon Pool provides a unique experience with a movie night under the Maldivian sky.
The resort’s 11 distinctive dining venues will elevate the holiday dining experience with exclusive, specially crafted menus. Signature options include “Timeless Pairing” at Amber, featuring oysters and champagne, and the “Festive Flavours of Japan” at ZUMA, offering an elegant tasting menu. At Terra, “Dom Perignon Prestige” pairs gourmet dishes with Dom Perignon Champagne, while Yasmeen presents a festive buffet inspired by Lebanese street food. Guests can also enjoy a curated wine experience at Rock, savour fresh lobster and champagne by the ocean at Mirror Pool, and partake in festive brunches at ZUMA and Tasting Table. The “Maldivian Charm” dinner highlights local flavours, while “A Tale of Two Wines” at Glow features Bordeaux and Burgundy wines paired with gourmet cuisine. Another unique experience awaits at Li Long’s Laba Festival feast.
Guests seeking relaxation can enjoy holistic wellness practices led by visiting experts, Shree and Dr. Syed, including Himalayan Sound Bath Meditation, Acupuncture, and Pranic Healing. For younger guests, special wellness activities include “Splash and Fun” at the Aqua Wellness Pool, a “Beauty Camp” for girls, and a “Fitness Boot Camp” for children.
This holiday season, Waldorf Astoria Maldives Ithaafushi invites guests to create unforgettable memories surrounded by the glamour and warmth of the sixties.
Cooking
Domenico Carella and Fabrizio Margarita unite for innovative culinary experience at Patina Maldives
Patina Maldives has announces an exclusive culinary pop-up, Ultra Milano by Domenico Carella, taking place from November 9th to November 13th, 2024. This exclusive experience will showcase the innovative culinary and mixology talents of Domenico Carella, a renowned figure in the food and beverage industry.
Carella has built an impressive career as a professional chef, bartender, and manager. With over a decade of experience, he has mastered the art of blending ingredients and flavours to create dishes that perfectly balance texture and taste. His culinary journey has taken him around the world, earning accolades such as Manager of the Year in Asia by “That’s Shanghai” in 2015.
At this event, Domenico Carella’s mixology will complement Fabrizio Margarita’s pizza artistry, reimagining dining with a sustainable flair at Veli Bar in Patina Maldives, Fari Islands.
Carella’s approach to food and beverage emphasises environmental respect and sustainability. His holistic vision ensures that all departments, from the kitchen to the bar, work harmoniously, aligning the procurement of raw materials to create a unified and sustainable operation.
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