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.’
Sheraton Maldives Full Moon Resort & Spa invites families and travellers to experience an enchanting Easter escape in the Maldives from April 1-7, 2026, with a “Soft Horizons” themed celebration. Designed to inspire togetherness, creativity, and playful discovery, the week-long festivities unfold in soft pastel hues of lagoon blues, shell pinks, warm sands, and coral tones, creating a dreamy atmosphere across the island.
Throughout the week, Sheraton Maldives transforms into a whimsical Easter playground where each day brings a new experience for guests of all ages. The celebration begins on April 1 with the charming Easter Bunny & Mermaid Meet Up, inviting families to capture magical photo moments by the pool as beloved characters appear in playful island style. As the sun sets, the island’s festive spirit continues with evening entertainment and performances under the Maldivian night sky.
The celebrations continue on April 2 with the lively Full Moon Beach Party, where guests can dance barefoot on the sand beneath the glowing moonlight. Set along the shoreline with DJ beats, tropical cocktails, and vibrant island energy, the evening promises a joyful gathering of music, ocean breezes, and unforgettable moments by the sea.
Creativity takes centre stage on April 3 as young guests express their artistic side during the Kids’ Bunny T-Shirt Painting session. Guided by the resort’s Recreation & Activities team, children can design their own Easter-inspired keepsake, transforming simple T-shirts into colourful works of art that capture the playful spirit of the holiday.
On April 4, the spotlight turns to the youngest trendsetters during the charming Easter Kids’ Fashion Show, where little guests can step onto the runway in festive attire and showcase their creativity in a joyful, family-friendly celebration. The evening atmosphere blends laughter, music, and island elegance as families gather to cheer on the mini models.
The highlight of the week arrives on Easter Sunday, April 5, with a spectacular Easter Buffet Lunch, where guests can indulge in a vibrant feast featuring seasonal delicacies and global flavours crafted by the resort’s culinary team. Later in the day, excitement builds during the much-anticipated Easter Egg Hunt & Bunny Parade, as children follow hidden clues across the island and celebrate alongside the beloved Easter Bunny in a colourful parade.
The joyful festivities continue on April 6 with Cupcake Decorating with the Easter Bunny, a sweet and interactive experience where young guests can decorate delicious treats with the island’s most famous bunny. The day blends creativity, flavour, and family fun in a relaxed island setting.
The celebration concludes on April 7 with a vibrant Beach Foam Party, where families and friends gather along the shore for an afternoon of music, foam, and carefree laughter. With the Indian Ocean as the backdrop, the finale captures the joyful essence of Easter in paradise.
The weeklong Easter celebration allows guests to immerse themselves in the gentle rhythm of island life while enjoying wellness activities, cultural experiences, ocean adventures, and sunset entertainment. From sunrise yoga and marine discovery sessions to live performances and beachfront celebrations, every moment is crafted to create lasting memories in the Maldives.
Families looking to celebrate Easter in a truly unforgettable setting are invited to plan their island escape at Sheraton Maldives Full Moon Resort & Spa. Guests can also enjoy a special benefit of complimentary stay and dining for children aged 11 and under, making the celebration more memorable for families traveling with little ones.
To book your stay or discover exclusive offers, email Sheraton.Maldives@sheraton.com or visit www.sheratonmaldives.com. To explore the full Easter program, click here.
Fushifaru Maldives has announced a week-long Easter celebration featuring a programme of activities, family experiences and themed dining for guests visiting the island during the holiday period.
The resort’s Easter programme includes a range of creative workshops and recreational activities designed for guests of all ages. Children and families can take part in experiences such as Easter basket making, cupcake decorating, coconut painting and Easter egg decorating, alongside activities including circus skills sessions, hula hoop classes and kids’ spa experiences.
The programme also includes outdoor and marine excursions aimed at showcasing the natural environment surrounding the island. These include sunset dolphin cruises, turtle quests and sunset fishing trips, offering guests opportunities to explore the Maldives’ marine life.
Evening events will feature themed dining experiences and entertainment, including live music performances, cultural shows, karaoke sessions and fire shows.
The main celebration will take place on Easter Sunday, when the resort will host a special Easter Breakfast with the Easter Bunny. The morning programme will also include an island-wide Easter Egg Hunt organised for families and younger guests.
Fushifaru Maldives said the Easter programme has been designed to create memorable holiday experiences while encouraging families and guests to spend time together through interactive activities and island experiences.
Romance reaches new heights at SO/ Maldives with the launch of its breathtaking Sky Dining Experience, an intimate culinary journey set high above the island, offering uninterrupted 360-degree views of the resort, the turquoise lagoon, and the endless Maldivian horizon. Officially launched on 15 March 2026, this extraordinary experience invites guests to dine among the stars in one of the most romantic settings in the Maldives.
Suspended between sky and sea, Sky Dining alter an evening meal into a magical moment. As the sun melts into the Indian Ocean and the lagoon glows in shades of sapphire and gold, couples and friends gather around beautifully set tables elevated above the island. When night falls, the sky begins to sparkle, creating an unforgettable atmosphere where the stars above mirror the shimmering waters below.
Designed for intimacy and exclusivity, the Sky Dining experience features only four tables per evening, with each table welcoming up to four guests. Guests will indulge in a curated dinner while soaking in sweeping panoramic views of SO/ Maldives’ iconic overwater villas, pristine lagoon, and the vast Maldivian sky.
To elevate the evening further, each couple will be presented with a bottle of house wine, perfectly paired to complement the dining experience. For guests who prefer a non-alcoholic option, a bottle of premium non-alcoholic sparkling wine will be served, ensuring every celebration feels equally special.
As part of the launch celebration, SO/ Maldives invites guests to discover this new signature experience with an exclusive introductory offer of 20% off, available for reservations made between 15 March and 31 March 2026.
With its breathtaking views, candlelit ambiance, and the gentle rhythm of the ocean below, Sky Dining at SO/ Maldives promises a night where romance floats above the lagoon and every moment feels written in the stars.
- Price: USD 120++ per person
- Capacity: Maximum 4 tables per night
- Beverage: 1 bottle of house wine per couple included
- Non-Alcoholic Option: 1 bottle of non-alcoholic sparkling wine per couple
At SO/ Maldives, where fashion meets luxury island living, the Sky Dining Experience adds yet another unforgettable way for guests to celebrate love, life, and the beauty of the Maldives.
For more information or to book your perfect festive getaway, please visit so-maldives.com or contact so.maldives.reservations@so-hotels.com.
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