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PER AQUUM unveils new brand identity

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PER AQUUMMaldives.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.’

Huvafen FushiDetermined 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.’

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.Here Baa Atoll completes two-island concept with opening of Nowhere Private Island

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In a destination celebrated for its extraordinary private island retreats, .Here Baa Atoll introduces a different perspective on luxury with the opening of Nowhere Private Island, completing its visionary two-island concept in the Maldives. Set within the pristine surroundings of the UNESCO Biosphere Reserve of Baa Atoll, the arrival of Nowhere marks the final chapter in the creation of one of the Maldives’ most intimate ultra-luxury retreats, where just nine extraordinary residences are spread across two islands connected by a natural sandbank.

The opening follows the debut of Somewhere in December 2025, bringing together two contrasting yet complementary worlds. Somewhere, home to seven expansive beachfront and overwater residences, celebrates the pleasures of connection, discovery and shared experiences. Nowhere, by contrast, is an invitation to retreat entirely, offering the rare privilege of an island reserved exclusively for one group of guests. Together, they bring to life .Here’s defining philosophy, the Art of Duality, where the freedom to embrace vibrant island living or complete seclusion exists within a single destination.

A Private Island, Entirely Your Own

Conceived as a sanctuary of absolute privacy, Nowhere Private Island is home to just two extraordinary residences, collectively offering eight bedrooms and more than 3,300 square metres of living space. Reserved together as a single private island experience, the residences accommodate up to 24 guests, making Nowhere an exceptional setting for multigenerational families, intimate celebrations and discerning travellers seeking a world entirely their own.

The five-bedroom Presidential Residence, spanning approximately 2,399 square metres, forms the centrepiece of the island. Beyond its expansive living and entertaining spaces, the residence features a private cinema, fitness studio, sauna, steam room and dedicated wellness facilities. Complementing it is the three-bedroom Lagoon Residence, offering a further 930 square metres of beautifully considered living space overlooking the turquoise waters of Baa Atoll.

Throughout the island, generous indoor and outdoor spaces flow effortlessly into one another, creating an atmosphere of quiet sophistication. Private pools, expansive terraces and uninterrupted ocean views invite guests to experience the Maldives at their own pace, whether gathering for a leisurely afternoon or finding moments of solitude against the endless horizon.

Architecture in Harmony with Nature

The architectural identity of Nowhere reflects a philosophy of quiet grandeur, where space, proportion and the surrounding landscape take precedence over ornamentation. Conceived by Singapore-based Kulör Group, with interiors by internationally acclaimed design studio Muza Lab and architectural contributions from Topo Design Studio, the island offers a thoughtful interpretation of contemporary tropical living.

Expansive volumes, natural materials and restrained architectural lines create a seamless relationship between the residences and their surroundings. Within, a sophisticated palette of soft, earthy tones, tactile finishes and layered textures draws inspiration from the island’s natural beauty, allowing light, water and landscape to become integral elements of the design.

This sensitivity extends to the island’s environmental approach. Situated within one of the world’s most remarkable marine ecosystems, the development has been guided by careful consideration of the natural setting, from the positioning of structures to the selection of materials and the integration of architecture into the landscape. The result is a retreat that feels distinctly contemporary while remaining deeply connected to its Maldivian surroundings.

A World of Personalised Experiences

At Nowhere, the experience of luxury is shaped entirely around the individual. Each stay is supported by .Here’s signature Roohu service, with dedicated butlers anticipating every detail and curating experiences around guests’ personal preferences. From seamless arrivals at the island’s private jetty to thoughtfully orchestrated celebrations, the emphasis remains on intuitive hospitality that is both highly personalised and discreet.

Dining follows the same philosophy of freedom and flexibility. An on-demand private chef creates bespoke culinary experiences, whether an intimate dinner beneath the stars, a leisurely family gathering on a private terrace or a specially curated menu served within the residences. Around-the-clock in-residence dining and personalised mixology ensure that every occasion unfolds effortlessly.

For those wishing to explore beyond their private sanctuary, .Here’s signature overwater restaurant, SAFAR, presents a world-influenced culinary journey under the direction of Executive Chef Georgios Vasilopoulos. Fresh seafood, seasonal ingredients and fire-led preparations from the Josper Grill form the foundation of a menu inspired by flavours from across the globe. At SAFAR Bar, handcrafted cocktails evoke the spirit of travel and discovery, offering another perspective on the destination’s distinctive dining experience.

Wellness in Complete Seclusion

Wellness at Nowhere is equally intimate. Exclusively available to guests residing on the private island, Fehi Wellness offers a tranquil setting for personalised treatments, restorative rituals and mindful experiences. With a dedicated couples treatment room and yoga chamber, the space has been conceived as an extension of the island’s philosophy, encouraging guests to disconnect from the demands of everyday life and reconnect with themselves and their surroundings.

Whether through a private wellness ritual, a sunrise yoga session or simply the freedom to enjoy uninterrupted time in nature, the experience is defined by an unhurried approach to wellbeing.

Two Islands, Endless Possibilities

While Nowhere offers the ultimate expression of seclusion, the wider .Here experience is designed around freedom of choice. Guests can move between the privacy of Nowhere and the more social atmosphere of Somewhere, enjoying the distinctive experiences of both islands.

The experience extends further through complimentary access to the dining venues, wellness offerings and leisure experiences of neighbouring Finolhu, a Seaside Collection Resort. Celebrated for its vibrant island spirit, diverse culinary experiences and iconic two-kilometre sandbank, Finolhu offers an energetic complement to .Here’s understated sophistication.

With the completion of Nowhere Private Island, .Here Baa Atoll brings its original vision to life: a destination where extraordinary scale is matched by an exceptionally limited number of residences, and where the greatest luxury lies in the freedom to choose how time is spent.

In a world increasingly defined by constant connection, .Here offers something altogether more elusive: the space to be present, the freedom to be elsewhere and the rare possibility of being Somewhere and Nowhere at once.

For more information, please visit the resort’s website.

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COLOURS OF OBLU reveals festive experiences for families and couples across four resorts

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This festive season, COLOURS OF OBLU invites travellers to trade the winter chill for turquoise waters, sun-drenched beaches and a season of joyful island experiences across the brand.

From the natural reef setting of OBLU NATURE Helengeli by SENTIDO and the chic charm of OBLU SELECT Sangeli, to the adults-focused island escape of OBLU SELECT Lobigili and the vibrant energy of OBLU XPERIENCE Ailafushi, each resort presents its own take on the festive season, bringing together celebration, discovery and the easy-going spirit of island life.

Festive programmes at OBLU XPERIENCE Ailafushi and OBLU SELECT Lobigili will run from 22 December 2026 to 9 January 2027, while OBLU NATURE Helengeli by SENTIDO and OBLU SELECT Sangeli will host their celebrations from 22 December 2026 to 7 January 2027.

This year, OBLU NATURE Helengeli by SENTIDO, Reef of Wonder draws inspiration from the island’s vibrant marine life. Festivities include a reef-themed parade for younger guests, an Indian Ocean-inspired Christmas dinner and an elegant New Year’s Eve celebration, bringing the spirit of the surrounding waters into the holiday programme. Guests can also discover the island’s renowned house reef, adding an extra dimension of marine adventure to their festive escape.

At OBLU SELECT Sangeli, A Fisherman’s Tale pays tribute to the Maldives’ fishing heritage and the traditions of community and shared abundance. Christmas brings carol singing, island entertainment and an Indian Ocean-themed feast, while New Year’s Eve features a themed dinner, celebrations on the beach and fireworks. The resort offers a distinctive backdrop for festive moments, with opportunities to enjoy both lively gatherings and the tranquillity of island life.

Designed exclusively for adults, OBLU SELECT Lobigili presents A Festive Season, Made for Two, with a focus on romance and meaningful moments together. Christmas Eve sets the tone for intimate celebrations, while New Year’s Eve takes on the glamour of the Great Gatsby era, with live performances and a celebratory countdown. Couples can also enjoy private beach dinners, spa experiences and underwater dining throughout their stay.

Meanwhile, OBLU XPERIENCE Ailafushi embraces A Golden Festive Season, bringing a touch of golden glamour to its vibrant setting. Blending festive sparkle with lively entertainment and shared family moments, the programme begins with Santa’s arrival on Sunset Beach and a special Christmas lunch. The celebrations build towards a lively New Year’s Eve, with a cocktail gathering, gala dinner, live entertainment and a spectacular fire show, culminating in fireworks at midnight. The season captures Ailafushi’s playful spirit and promises memorable moments for all ages.

Across COLOURS OF OBLU, the festive season is an invitation to experience the Maldives beyond the traditional postcard setting – through authentic island moments, ocean adventures, shared meals and celebrations created around the joy of being together.

Whether guests are travelling as a family, with friends or as a couple, each resort offers a different way to experience the festive season while staying true to the relaxed, colourful character of COLOURS OF OBLU.

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Award-winning Pastry Chef Elena Nabiullina brings contemporary pâtisserie to The Nautilus Maldives

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The Nautilus Maldives welcomes award-winning pastry chef and CREAMO founder Elena Nabiullina from 7 to 12 November 2026 as part of its Masters for Masters series. Her residency will bring contemporary pâtisserie to the island through a guest dessert masterclass and a special creation offered to all guests staying during the week.

At The Nautilus, culinary experiences begin with individual tastes and curiosity. Within this spirit of unscripted dining, Elena invites guests to explore the imagination, precision and care that transform familiar ingredients into memorable desserts.

Her journey began in her mother’s kitchen, making nut-shaped biscuits filled with condensed milk and delicate pastries. Although she initially pursued a career in industrial and civil construction, an encounter with French chef David Emmerle inspired her to turn a lifelong fascination with confectionery into a profession. Elena studied at the Ragout School and interned at Akrame in Paris, further refining her craft through training with Cédric Grolet, Garuharu, Ramon Morato, Jordi Bordas and Karim Bourgi. Her specialist education includes Valrhona’s private school in Dubai, Carpigiani Gelato University and the Institut National de la Boulangerie-Pâtisserie in Rouen, France.

Named Pastry Chef of the Year in 2024 by WHERETOEAT, she has contributed to more than 14 restaurant openings. She also served as pastry chef at Café Garage at the Garage Museum and founded CREAMO, her artisanal gelato brand. Her work combines contemporary technique, unexpected flavours and a thoughtful balance of textures and presentation.

On 8 November, Elena will lead a dessert masterclass for guests, sharing the techniques and creative inspiration behind her signature CREAMO cookies. Easy to recreate at home, these treats will allow guests to bring a taste of the experience into their own kitchens. Throughout the residency, all guests staying at The Nautilus will also receive her signature Bublik, an elegantly crafted, ring-shaped dessert, presented with a specially designed card sharing the story behind Elena’s creation. The Masters for Masters series brings accomplished creators to The Nautilus to share the passions that define their work. Elena’s residency offers a personal encounter with the chef behind the craft, with time to learn, exchange ideas and savour her artistry in the intimacy of a private island home.

To learn more about Chef Elena Nabiullina Residency at The Nautilus Maldives, visit here.

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