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.’
Fushifaru Maldives welcomed the Christmas season in grand style, beginning with a mesmerising tree lighting ceremony on 20 December set against the serene sunset at Thundi, accompanied by live music and tantalising canapés to mark the start of the celebrations. The holiday season runs from 20 December to 6 January, offering a variety of family-friendly activities, including cupcake decorating, pool parties, Boduberu classes, sandcastle making, and tennis classes for the little ones.
On Christmas Eve, 24 December, guests enjoyed a truly unforgettable celebration. The evening began with Santa’s arrival and a sunset aperitif with kids’ gift-giving, followed by a Christmas Gala Dinner featuring an extensive selection of international cuisines. Seafood lovers delighted in a live grilled station featuring jumbo prawns, lobsters, fishes, clams, octopus, and many more, all beautifully displayed on the Maldivian Dhoni boat, alongside a dedicated Japanese corner offering fresh sashimi, oysters, and other delicacies.
For dessert, the chefs presented a heavenly assortment including mousses, crème brûlée, tiramisu, macarons, meringues, soufflés, and many more, ensuring every guest indulged in a sweet finale. The night culminated in a vibrant disco by DJ Elton and a breathtaking performance by Anastasia Gordienko, a talented hula hoops, LED, and aerial gymnastics performer, leaving guests in awe and perfectly closing the Christmas Eve celebration.
Bollywood filmmaker and celebrated choreographer Farah Khan marked the festive season with a holiday escape to the Maldives, staying at Villa Nautica and experiencing the island’s signature mix of warmth, privacy, and ocean-side celebration.
A defining creative force in Indian entertainment, Farah Khan has shaped some of Hindi cinema’s most recognisable on-screen moments, from iconic dance sequences to blockbuster storytelling. Widely regarded as one of Bollywood’s most influential choreographers, she has worked across more than 80 films and received major recognition for her craft, including India’s National Film Award for Best Choreography and multiple Filmfare Awards.
Farah’s impact extends beyond choreography. As a director, she is known for beloved mainstream hits including Main Hoon Na, Om Shanti Om, and Happy New Year, bringing together spectacle, humour, and heart with a style that audiences instantly connect with. She is also a familiar face to viewers through television and entertainment formats, where her sharp wit and straightforward personality have made her a standout on screen.
Villa Nautica is located on Lankanfinolhu Island in the North Malé Atoll, just 20 minutes by speedboat from Velana International Airport, making it an easy choice for travellers planning a festive season getaway in the Maldives. The resort is known for its yacht-life inspired spirit, shimmering lagoons, and a vibrant range of ocean experiences, including diving and watersports, paired with relaxed island luxury for all-day unwinding.
JEN Maldives by Shangri-La invites guests to welcome 2026 with an unforgettable New Year’s Eve Gala Night, where city views, exceptional cuisine, and live entertainment come together for a truly memorable celebration.
This New Year’s Eve, guests can indulge in an exclusive festive gala experience featuring an elaborate buffet dinner at Lime Restaurant. Specially curated for the occasion, the menu offers an extensive selection of international favorites and celebratory delights, promising a refined culinary journey to mark the final night of the year.
As midnight approaches, the celebration moves to the Azur Rooftop, where guests can enjoy a magical countdown under the stars. With panoramic views, a lively atmosphere, and the excitement building toward the New Year, Azur provides the perfect backdrop to welcome 2026 in style.
Adding to the evening’s excitement, the night will feature a live performance by famous Maldivian singer Mohamed Nasooh.
To make the evening even more rewarding, one lucky guest will win an exclusive prize for two:
- A 3-night / 2-day stay at Shangri-La Kuala Lumpur
- Roundtrip air tickets from Malé to Kuala Lumpur with Batik Air
This special giveaway is presented in collaboration with Concierge Group Maldives Pvt Ltd, adding an extra layer of excitement to the New Year’s festivities.
From gourmet dining and rooftop celebrations to live music and an exceptional giveaway, the New Year’s Eve Gala Night at JEN Maldives by Shangri-La offers an evening filled with elegance, entertainment, and unforgettable moments as guests count down to a brilliant start to 2026.
For reservations and bookings, please call the hotel at (960) 330 0888 or email to maldives@hoteljen.com.
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