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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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Sun Siyam Iru Fushi introduces immersive wellness programme with Regina Gimranova

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Sun Siyam Iru Fushi, part of Sun Siyam’s Luxury Collection, has introduced a transformative Wellness Reset Programme from June 15–21 in celebration of Global Wellness Week, in partnership with health coach and biohacker Regina Gimranova. Focused on functional longevity and sustainable energy, the programme blends advanced health optimisation with the island’s restorative power, offering guests a refined and immersive wellness experience in the Maldives.

From “Exhale to Expansion”: A Masterclass in Human Potential

The programme transitions guests from high velocity “city mode” into a state of “Expansion.” Guests return home not just rejuvenated but deeply integrated and empowered. The curriculum is fully inclusive, with Regina providing variations tailored to every level of experience. Participation is open to guests aged 18 and above.

The Architecture of the Reset

Each morning features a specific yoga style, from restorative Yin to Power flows, tailored to the day’s biological theme. These sessions are held amidst nature from 08:00 to 09:00. In the late afternoon, between 17:00 and 18:30, science-based workshops at serene beachside locations provide practical tools to regulate the nervous system.

The curriculum progresses from the biology of cortisol and emotional intelligence to advanced sessions on neuroplasticity and the architecture of perception. Participants engage in transformative somatic practices, including lying-down breathwork and the “Ocean of Calm” immersion, all designed to shift the body from chronic stress to lasting stillness.

The programme culminates in an integration session, equipping guests with “carry-on” techniques—such as five-minute morning resets—ensuring the vitality found in the Maldives translates into a sustainable lifestyle back home.

A Holistic Environment

Beyond the exclusive Wellness Reset Programme, the resort itself serves as a sanctuary for renewal. The Spa by Thalgo, its nature-infused spa, is one of the largest in the Maldives. It features 20 specialised treatments rooms and an extensive menu of over 160 treatments, ranging from marine- based therapies, traditional Maldivian rituals to high-tech hydro-massage. Furthermore, guests can access deep-rooted healing through resident experts, including a Doctor of Ayurveda, a Yoga and Meditation Master, and Traditional Chinese Medicine therapists. This holistic wellness ethos extends to the resort’s dining, where 30% of every menu is dedicated to plant-based and vegan cuisine as part of the signature Plant-Based Bliss experience.

“Guests increasingly seek self-care, personal growth, and a deep connection with nature. As conscious hoteliers, and in line with our promise to Champion Extraordinary Experiences, our mission has evolved to be more constructive and human; we design experiential moments to ensure that no guest leaves the same way they arrived, fostering a lasting positive shift and a renewed sense of purpose,” – highlighted Abdulla Atham, Resort Manager.

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COMO Maalifushi highlights uncrowded surf access across southern atolls

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COMO Maalifushi presents a considered approach to surfing in the Maldives—one shaped by access, expertise, and the quiet privilege of space.

Located in the remote Thaa Atoll, the resort offers entry to a network of lesser-travelled breaks across the southern atolls, where consistent Indian Ocean swells meet uncrowded line-ups. Here, surfing unfolds without urgency—guided by natural rhythm rather than routine.

At the core of the experience is COMO Maalifushi’s long-standing partnership with Tropicsurf, daily sessions are shaped by real-time ocean conditions, with coaching that adapts intuitively to each guest—whether taking to the water for the first time or refining technique across more complex reef formations.

Guests are given access to a curated selection of breaks across Thaa Atoll, Laamu Atoll and Dhaalu Atoll—each offering a distinct character. From the long, forgiving rides of Farms to the more technical, fast-moving rights of ‘Machine’, the programme is designed to evolve with both conditions and capability.

“Surfing at COMO Maalifushi is defined by its sense of space and possibility,” says Peter Nilsson, Managing Director, COMO Maldives. “Our location allows access to some of the Maldives’ most consistent yet uncrowded waves, and through our partnership with Tropicsurf, we’re able to offer an experience that is both highly personalised and quietly exceptional—true to COMO’s way of doing things.”

The season, which runs from April through October, brings steady swells from the southern Indian Ocean. Yet beyond seasonality, it is the absence of crowds that defines the experience—allowing guests to engage with the ocean on their own terms.

Surfing at COMO Maalifushi sits naturally within the wider rhythm of the island. Time in the water is balanced with restorative treatments at the COMO Shambhala Retreat, unhurried dining, and the simplicity of island life—creating a sense of flow between activity and stillness.

Here, surfing is guided with care, framed by nature, and experienced without excess.

For more information, please visit the resort’s website

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NH Collection Reethi Resort unveils new family club in Maldives

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In the heart of the UNESCO Biosphere Reserve, the newly opened NH Collection Maldives Reethi Resort enriches its already expansive leisure offering with the debut of The Maxies Family Club.

The new tech-light sanctuary invites young explorers and their families to connect, create and celebrate the wonders of the natural world together across 165 square metres of bright, breezy interiors that open onto generous outdoor play spaces.

Anchored in the resort’s philosophy of indoor–outdoor living, The Maxies Family Club’s design draws from the kaleidoscopic colours of the house reef, creating the setting that feels both spirited and soothing. Inside, children explore a supervised two-storey playground built to international safety standards; outside, a toddler-friendly family pool with a water slide keeps the laughter going, often ending in that cherished holiday rite of passage, a stop at the ice‑cream truck for frozen treats made with seasonal ingredients.

Programming at the club is designed for children aged 5 to 12, blending movement, creativity and imagination through dance classes, musical games, face painting and paper art. A key part of the club’s philosophy is Dodo4Kids, an educational initiative developed in collaboration with SUNx Malta that introduces young guests to the concept of Climate Friendly Travel. Through environmental storytelling, interactive learning and activities that connect them with nature, culture and Maldivian communities, the programme aims to inspire environmental awareness from an early age and help shape a new generation of conscious travellers.

“The Maxies Family Club is where childhood wonder meets the soul of the Maldives,” says Valentin Osolos, the General Manager of the resort. “We wanted to create a space where families don’t just holiday together but grow together. Where memories take root as naturally as the coral beneath our waters.”

The Maxies Family Club forms part of a broader family‑centric vision at NH Collection Reethi Maldives Resort. A selection of family‑designated beach villas sits centrally along the island’s longest beach, offering easy access for guests travelling with children, along with multi-generational amenities and tailored culinary touches upon arrival. In particular, The Reethi Suite, the resort’s largest two-bedroom villa, is ideal for families looking for spacious accommodations with unparalleled privacy along a secluded stretch of beach.

All villa categories are designed to welcome at least one child, while the club’s direct access to the dedicated Family Zone within the Activity Centre means parents can enjoy the gym, tennis, badminton, table tennis or refreshments at the Splash Bar with their children safely supervised nearby.

Dining is equally inclusive, with a Kids’ Corner at the Jumla main buffet serving comforting, nutritious favourites. Parents seeking added flexibility can enjoy complimentary babysitting for two hours daily, allowing them to enjoy simple moments by themselves while knowing their children are cared for in a safe and engaging environment.

Ensuring a smooth journey from the moment families arrive in the Maldives, the resort is accessible via both seaplane and domestic flight transfers, each tailored to be child‑friendly. To explore the property’s diverse stay packages and dining experiences, please visit the offers hub.

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

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