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.’
Amilla Maldives is hosting holistic wellness practitioner Nongluck Chuaychuang, known as Nikki, for a month-long residency at the resort’s Javvu Spa.
Running from 2 to 30 August 2026, the residency offers guests a collection of treatments focused on physical relaxation, energy alignment and mental wellbeing.
A Reiki Master and sound healing specialist, Nikki has practised at luxury wellness destinations around the world. During her residency at Amilla, she is offering treatments tailored to guests’ individual needs, with sessions designed to release physical tension, support energy flow and encourage relaxation.
“True healing begins when we give ourselves the space to slow down, listen within, and return to our natural rhythm,” Nikki said.
The programme includes The Nikki Essence, her signature holistic massage, as well as Reiki Energy Healing, which focuses on subtle body alignment.
Guests can also take part in sound bath journeys using Tibetan and crystal bowls, or book intuitive bodywork sessions designed to provide restorative release.
The residency forms part of Javvu Spa’s wellness programme, which incorporates treatments and practices intended to support physical and emotional balance.
Sessions are available at Javvu Spa throughout the residency, with advance reservations recommended.
This September, Milaidhoo Maldives invites guests to press pause and reconnect with what matters most. From 18th to 20th September, the boutique island retreat in Baa Atoll, a UNESCO Biosphere Reserve, will mark World Wellness Weekend with a thoughtfully curated programme of experiences celebrating movement, mindfulness and the simple joy of being immersed in nature.
At Milaidhoo, wellbeing isn’t centred on strict routines or quick fixes. It comes naturally through the island’s slower pace, the restorative power of the ocean, time spent outdoors and fresh, nourishing cuisine inspired by the Maldives. On the small island, guests are gently encouraged to switch off, breathe deeply and savour each moment.
This philosophy is reflected at Serenity Spa, where a dedicated team of therapists and wellness practitioners share a deeply personal approach to wellbeing. Every treatment is thoughtfully tailored, blending time-honoured healing traditions with genuine care to help guests relax and restore themselves.
To celebrate World Wellness Weekend, Milaidhoo has created a three-day programme of complimentary and signature experiences, from sunrise yoga and aqua meditation to aerial wellness sessions and a workshop on mental wellbeing led by visiting practitioner Dr Lim Xiang Jun, who combines traditional healing wisdom with modern medical knowledge. Guests and the Milaidhoo Family members will also come together for Moving Together, a relaxed community jog along the Water Villa Jetty, celebrating the wellbeing that comes from sharing experiences with others.
Programme of activities as follows for the World Wellness Weekend:
Friday, 18th September 2026
08.00 – Complimentary Morning Yoga
Yoga Pavilion
Begin the day with a gentle yoga practice surrounded by the peaceful sounds of the ocean.
11.00 – Mental Wellbeing and Stress Management Workshop
Yoga Pavilion | Complimentary | 45 minutes
Led by Dr Lim Xiang Jun, visiting practitioner at Milaidhoo. A Modern Traditional Doctor, Dr. Lim combines traditional healing practices with modern medical knowledge, sharing practical approaches to managing stress and supporting mental wellbeing.
19.00 – Moonlit Sound Journey
Yoga Pavilion | $35++ per person (minimum of 4 guests)
A calming evening experience using sound and vibration to encourage deep relaxation beneath the Maldivian night sky.
Saturday, 19th September 2026
08.00 – Complimentary Aqua Workout
Compass Pool
A refreshing water-based workout to energise the body and mind.
11.00 – Group Aerial Yoga Flow
$35++ per person (minimum 4 guests)
A guided aerial yoga session combining movement, balance and mindful breathing.
16:30 – Moving Together
Water Villa Jetty | Complimentary
A one-hour relaxed jog along the Water Villa jetty, open to all guests and Milaidhoo Family members, celebrating movement and connection.
Sunday, 20th September 2026
08.00 – Complimentary Morning Yoga
Yoga Pavilion
11.00 – Aqua Sonic Meditation
Compass Pool | Complimentary
A unique meditation experience combining the calming environment of water with soothing sounds.
15.00 – Aerial Thai Wellness
Yoga Pavilion | $35++ per person (minimum of 4 guests)
A gentle wellness session inspired by Thai therapeutic movement techniques.
At Milaidhoo, wellbeing is not something to be added to island life, it is naturally part of it.
This World Wellness Weekend, guests are invited to take time for themselves, discover new ways to unwind and enjoy the simple pleasures of being fully present.
Vakkaru Maldives, the award-winning private island resort set within the UNESCO Biosphere Reserve of the Baa Atoll, has revealed the launch of a new villa category: the Overwater Villa with Pool.
The new Overwater Villa with Pool is available to book now for stays from 22 October 2026 onwards. Combining the spacious, light-filled layout and direct lagoon access that define a stay at Vakkaru with the addition of a private pool suspended above the water, the new category offers an enhanced overwater experience. Each villa offers 165 sqm of villa space and a private pool of 23 sqm, creating an intimate sanctuary where the lagoon begins at the doorstep and the horizon stretches uninterrupted to the edge of the Indian Ocean.
Comprising odd-numbered villas 211 to 245, the new Overwater Villa with Pool category sits within Vakkaru’s carefully considered overwater collection, which also includes the resort’s signature Overwater Deluxe Pool Villa. The new category has been designed for guests who seek the freedom of private outdoor space alongside the calm and seclusion that only an overwater setting can offer.
Introductory rates for 2026 start from US$1,650++ per night in low season, with shoulder season rates from US$1,950++ and festive season rates from US$4,500++. All rates are combinable with current seasonal offers.
To better reflect the distinction within its overwater collection, Vakkaru Maldives will simultaneously rename the current Overwater Pool Villa category to Overwater Deluxe Pool Villa. This is a name change only, with no amendments to villa features, inventory or rates.
Vakkaru Maldives was recognised with one MICHELIN Key in the MICHELIN Guide Hotel Selection 2025 and was recently ranked No. 9 among the Best Resorts in Asia in the Travel + Leisure World’s Best Awards 2026. The resort was also named World’s Leading Private Island Resort and Indian Ocean’s Leading Resort at the World Travel Awards 2025, marking its sixth consecutive year of recognition.
For reservations, please visit vakkarumaldives.com or contact reservations@vakkarumaldives.com.
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