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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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Waldorf Astoria Maldives Ithaafushi earns third Forbes five-star rating

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Waldorf Astoria Maldives Ithaafushi has once again secured the prestigious Forbes Travel Guide (FTG) Five-Star rating, marking its third consecutive year of recognition by the world’s only independent global rating system for luxury hospitality.

This accolade reinforces the resort’s reputation as a benchmark for unparalleled luxury, impeccable service and transformative guest experiences.

“This achievement is more than an award—it is a testament to the unwavering dedication of our team, who continuously redefine what luxury hospitality means in the Maldives,” said TJ Joulak, general manager of Waldorf Astoria Maldives Ithaafushi. “To be recognized for three consecutive years by Forbes Travel Guide reaffirms our promise to deliver an extraordinary level of service, ensuring that every moment spent at our resort is unforgettable.”

This highly coveted accolade underscores the resort’s unwavering commitment to elevating guest experiences, cementing its status among the world’s most luxurious destinations. The resort’s consistent excellence is further highlighted by its continued recognition for the third consecutive year, maintaining its place as a premier choice for discerning travellers.

The Forbes Travel Guide Star Rating is one of the industry’s most rigorous and respected distinctions, with properties evaluated against 900 exacting criteria that emphasise flawless service, exceptional facilities, and an unwavering commitment to excellence. Only properties that demonstrate consistently extraordinary experiences earn a Five-Star rating.

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Dive into summer of marine marvels with Simon Lorenz at The Nautilus Maldives

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Immerse yourself in the extraordinary underwater world during Ocean Discovery Week at The Nautilus Maldives, an award-winning ultra-luxury private island hideaway. From 25th to 31st July 2025, this week-long summer experience invites guests to explore the vibrant marine biodiversity of the Baa Atoll UNESCO Biosphere Reserve. More than just a luxury escape, Ocean Discovery Week is an annual celebration of the ocean’s wonders, offering a profound connection to its delicate ecosystems and fostering a deeper commitment to marine conservation.

Nestled near the iconic Hanifaru Bay, The Nautilus provides unparalleled access to over 40 exceptional dive sites teeming with marine life. Bespoke diving and snorkelling adventures promise unforgettable encounters with manta rays, whale sharks, and vibrant coral gardens, creating an oceanic journey of discovery and wonder.

Partnering with Acclaimed Underwater Photographer Simon Lorenz

This year, The Nautilus is thrilled to welcome renowned underwater photographer Simon Lorenz to enrich the Ocean Discovery Week experience. An award-winning marine photographer, speaker, and writer, Simon’s work has graced the covers of leading nature publications worldwide. Beyond aesthetics, his photography serves as a compelling voice for marine conservation.

As a PADI instructor and photo coach, Simon is passionate about guiding divers and photographers in refining their skills. His curated dive expeditions blend rare underwater encounters with hands-on photography training. Simon’s impressive portfolio includes collaborations with CNN, BBC, NatGeo, and marine NGOs such as WWF, the UN, and The Nature Conservancy. A dedicated advocate for shark conservation, he serves on the advisory board of the Hong Kong Shark Foundation, actively fighting for their protection.

During The Nautilus’s Ocean Discovery Week, guests will have the rare opportunity to dive and snorkel alongside Simon, gaining insights into capturing the ocean’s breathtaking beauty while deepening their understanding of the marine ecosystems of the Maldives. His immersive workshops and marine talks, underwater family photography sessions, and guided dives and snorkelling expeditions promise an exclusive perspective on marine life, making this a truly one-of-a-kind experience.

An Ocean-Inspired Celebration Awaits

Beyond the depths, The Nautilus offers an exquisite blend of adventure and tranquillity through an array of water-inspired experiences. Thrill-seekers can embark on exhilarating Jetski, Seabob and E-foil expeditions, set sail on dolphin-watching cruises, or encounter sea turtles on a Hello Turtle adventure. For those seeking tranquillity, Solasta Spa provides serene escapes with sunrise yoga, mindful breathwork, and water sound healing meditation, all set against the soothing symphony of the ocean. Young explorers can take part in the resident marine biologist’s coral planting workshops, Bubble Maker courses, underwater treasure hunts, watercolour art sessions, and creative ocean-inspired projects.

Join The Nautilus’s Ocean Discovery Week, a one-of-a-kind summer festival, where the ocean’s beauty, mystery, and wonder come to life through unforgettable adventures and heartfelt connections to the sea.

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Blush de Peonia: The St. Regis Maldives offers springtime celebration of Easter

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This Easter, The St. Regis Maldives invites guests to embrace a celebration of renewal in one of the world’s most breathtaking island destinations. Here, bespoke luxury meets the untouched beauty of nature, creating an extraordinary escape where relaxation and adventure exist in perfect harmony.

Nestled on its own private natural island in the pristine Dhaalu Atoll, the resort has curated an exceptional collection of experiences that elevate the holiday season. From immersive epicurean journeys to transformative wellness rituals, every detail is designed to inspire and enchant. Guests are invited to indulge in a series of thoughtfully crafted celebrations, each offering an exquisite way to savor the moment.

The Easter festivities feature a selection of refined culinary and cultural experiences:

  • Sushi Crafting Mastery (April 14, 2025) – Master the delicate art of crafting island-inspired sushi rolls under the guidance of an expert sushi chef.
  • Champagne & Cheese Pairing (April 15, 2025) – Experience the perfect harmony of fine champagnes and gourmet cheeses, set against the mesmerizing backdrop of the Maldivian sunset.
  • Mixology Masterclass (April 16, 2025) – Craft signature cocktails in an immersive session led by the resort’s expert mixologists.
  • Beachfront Seafood Market (April 17, 2025) – Indulge in the freshest seafood selections, prepared to perfection, while live saxophone music sets an elegant ambiance.
  • Chocolate Making Class (April 19, 2025) – Discover the artistry of fine chocolate-making in an exclusive hands-on experience with master chocolatiers.
  • Easter Feast Under the Stars (April 20, 2025) – A spectacular gala dinner on Alba Beach, featuring a lavish feast, live music, and the enchanting glow of the Maldivian night sky.

For those seeking restoration, the Iridium Spa offers an exquisite sanctuary of serenity. Signature treatments, from deep tissue massages to oxygenating facials and revitalising body scrubs, are designed to rejuvenate the body and elevate the spirit, all set against the tranquil expanse of the Indian Ocean.

Meanwhile, younger guests are invited to embark on their own Easter adventure at the Vommuli House Kids Club. A series of engaging activities, including nature-inspired crafts, junior science experiments, and thrilling games like the Great Puzzle Race and Mini Olympics, ensure endless excitement. Signature experiences such as Mixology Magic and the Pirate Paradise Party add an extra touch of enchantment, creating cherished memories for children of all ages.

Whether indulging in world-class gastronomy, embarking on island adventures, or embracing moments of pure tranquility, The St. Regis Maldives presents an Easter celebration beyond compare—an extraordinary journey of luxury, curated with the brand’s signature sophistication and refinement.

Located in the Dhaalu Atoll, The St. Regis Maldives Vommuli Resort is a sanctuary of luxury and tranquility, surrounded by lush landscapes, white-sand beaches, and the azure Indian Ocean. The resort’s 77 villas blend seamlessly with nature while offering modern comforts like private terraces, pools, and stunning ocean or garden views. Signature accommodations include the overwater John Jacob Astor Estate, featuring three bedrooms, a private gym, and massage rooms, and the beachfront Caroline Astor Estate, with panoramic views, a 67-square-meter pool, and opulent living spaces.

Guests can discover the vibrant marine world through snorkelling, diving, and an array of water sports or embark on an exclusive yacht excursion aboard Norma. Committed to sustainability, the resort features coral restoration programs led by a dedicated Marine Biologist. Renowned for its signature St. Regis Butler Service and award-winning hospitality, the resort seamlessly combines luxury, adventure, and tranquility, ensuring an unforgettable experience in the heart of the Maldives.

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