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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.’

Awards

COLOURS OF OBLU marks triple win in global guest-driven awards

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COLOURS OF OBLU celebrates a triple distinction as OBLU NATURE Helengeli by SENTIDO and OBLU XPERIENCE Ailafushi have been honoured with the HolidayCheck Award 2026, recognising the resorts among the world’s best-rated accommodations based entirely on verified guest reviews, while OBLU SELECT Lobigili has been awarded the DERTOUR Red Star Quality Award 2025.

The recognition places Lobigili among the top 150 most popular hotels worldwide within the DERTOUR Group portfolio. DERTOUR, one of Germany’s leading tour operators, bases this award on direct guest feedback and booking performance, highlighting exceptional holiday quality and guest satisfaction.

The HolidayCheck Awards are among the most recognised accolades in the travel industry, honouring hotels and resorts worldwide that consistently receive outstanding guest feedback. Organised by HolidayCheck, one of the leading travel review platforms in Europe, properties recognised through the awards stand out for delivering exceptional holiday experiences, high service standards, and memorable stays for guests across global destinations.

OBLU NATURE Helengeli by SENTIDO, renowned for its thriving house reef and immersive diving experiences, achieved an impressive guest rating of 5.6 out of 6, reaffirming its status as one of the Maldives’ most loved island escapes. Guests praise its barefoot charm, warm hospitality, and easy access to vibrant marine life, while the resort’s ongoing coral restoration initiatives further enhance its commitment to preserving the rich underwater ecosystem, making it a favourite among nature lovers and underwater enthusiasts.

“We are honoured that OBLU NATURE Helengeli has been recognised with the HolidayCheck Award 2026. Known for its thriving house reef and authentic island charm, the resort offers guests a truly immersive Maldivian experience. This recognition from travellers is a testament to the dedication of our team and the unforgettable natural beauty that makes the island so special,” said Alain Trefois, General Manager, OBLU NATURE Helengeli by SENTIDO.

Meanwhile, OBLU XPERIENCE Ailafushi, just a short speedboat ride from Velana International Airport, achieved a strong guest rating of 5.4 out of 6, reflecting its growing appeal among families, couples, and groups. With its lively atmosphere, diverse dining, and value-driven offerings, the resort continues to attract travellers seeking fun, relaxation, and effortless island escapes.

In contrast, OBLU SELECT Lobigili offers a more refined, adults-only escape, designed for couples seeking privacy, romance, and elevated experiences, featuring the iconic ONLY BLU under ocean restaurant, further complementing the diverse appeal of the COLOURS OF OBLU portfolio.

“Receiving the Award is a proud moment for our team at Ailafushi. Alongside this, the recognition of Lobigili highlights our strong partnerships with German tour operators and our ability to consistently deliver experiences that appeals for this key market segment. Our goal has always been to create a vibrant and welcoming island escape where guests can relax, connect, and enjoy the Maldives in a fun and effortless way. This recognition, based on genuine guest feedback, means a great deal to us and reflects the passion our team brings to every guest experience,” added David Alan Burley, General Manager, OBLU XPERIENCE Ailafushi and OBLU SELECT Lobigili.

Complementing these achievements, this recognition further underscores Atmosphere Core’s strong partnerships with German stakeholders and its ability to consistently deliver experiences that resonate with this discerning market. Together, these accolades reflect the dedication of the exceptional teams across the portfolio, whose commitment to genuine hospitality and attention to detail continues to elevate guest experiences.

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Cooking

The Halcyon Private Isles Maldives announces Easter residency by Chef Dimitry Eremeev

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The Halcyon Private Isles Maldives, Autograph Collection, invites guests to experience Easter through a refined celebration of gastronomy, creativity, and island discovery. Set within the untouched beauty of Huvadhoo Atoll, the resort unveils a thoughtfully curated programme designed to inspire connection, indulgence, and a sense of wonder.

At the heart of the celebration is an exclusive residency by Chef Dimitry Eremeev, who will be in residence from 30 March to 6 April 2026. Bringing his distinctive culinary perspective to the island, Chef Dimitry introduces Alchemy of Flavours—a concept where each dish becomes a story, blending art, flavour, and technique into a journey that surprises and delights.

Chef Dimitry is a highly regarded culinary talent known for his expertise in both Pan-Asian and European cuisine. As part of the renowned Maison Dellos, he brings a refined approach shaped by diverse gastronomic influences, seamlessly combining eastern traditions with western techniques. His career includes experience at prestigious institutions such as the Presidential Executive Office of the Russian Federation and the celebrated Café Pushkin, reflecting a deep understanding of global culinary trends and a commitment to excellence.

During his residency, guests can experience a series of curated culinary events beginning with Sunset Cocktails with Chef Dimitry, an intimate Easter prelude where guests meet the chef against the backdrop of Maldivian sunsets and gain insight into his culinary philosophy.

The celebrations continue with a Four-Hands Dinner at the Fire Pit, where Chef Dimitry collaborates with in-house Executive Chef Harpal Singh. Set beneath the stars, this open-air dining experience unfolds as a dynamic exchange of flavours, where smoke, spice, and storytelling create a memorable evening.

A Wine Dinner at the Private Dining Room (PDR) offers a more refined experience, pairing hand- selected wines with Chef Dimitry’s imaginative creations. Each course is designed to guide guests through a sensory journey of flavour, texture, and aroma.

Beyond the culinary programme, Easter at The Halcyon Private Isles Maldives embraces the spirit of island living through a diverse collection of experiences. From creative workshops and family- friendly moments to ocean adventures and opportunities for relaxation, the programme reflects the resort’s philosophy of curated individuality and meaningful connection.

The Easter programme encourages guests to discover the natural beauty and cultural richness of the Maldives through a thoughtfully designed series of experiences. From exploring vibrant house reefs and nearby uninhabited islands to engaging in creative and wellness activities, each moment is crafted to inspire a sense of wonder, celebration, and effortless indulgence in a truly secluded island setting.

For any reservations or inquiries, guests are encouraged to contact the resort at ak.mlehp.reservations@marriott.com or +960 682 8800

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Family

JA Manafaru launches Easter programme with family-focused experiences

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This spring, the magic of the Maldives meets the joyful charm of Easter with a specially curated family getaway at JA Manafaru. Designed to help guests make the most of the island experience, the Residences Offer combines spacious villa living with thoughtful touches such as a dedicated butler, seamless arrivals, and curated daily moments. Adding to the sense of occasion, the resort will host a series of lively Easter celebrations and egg-themed activities, filling the island with playful moments for guests of all ages.

At JA Manafaru, luxury is defined by personalised service and meaningful gestures that create a sense of ease, knowing everything has already been taken care of. This attention to detail begins the moment guests touch down at Velana International Airport, where dedicated CIP airport service ensures a smooth arrival. From there, guests are whisked away by seaplane, a transfer that is complimentary for stays of five nights or more, soaring above the Maldives’ turquoise lagoons and coral atolls for a journey that feels like an adventure in itself.

As part of the Residences Offer, guests can enjoy up to 30% savings on their stay while spending their Easter break in one of three opulent hideaways, such as the stylish overwater Two Bedroom Ocean Residence with Family Infinity Pool, surrounded by uninterrupted panoramas of the Indian Ocean. The Two Bedroom Beach Residence with Two Private Pools offers a refined two-storey beachfront sanctuary, while the Three Bedroom Beach Residence with Two Private Pools elevates the experience even further with its own private spa pavilion featuring a steam room and sauna, making it ideal for larger families.

Setting the tone for a truly magical Easter celebration in the Maldives, guests are welcomed with a bottle of bubbly and a generous fruit basket on arrival. Throughout your stay, a dedicated Thakuru, the resort’s private butler, is also on hand to quietly take care of every detail, allowing families to settle in and savour each moment together. Thoughtful touches continue with personalised tags waiting on the island bikes, daily turndown amenities, and a complimentary laundry service before departure, ensuring the experience feels effortless from start to finish.

Guests visiting over the Easter weekend can also look forward to a joyful programme of seasonal festivities on Sunday, April 5th, designed to get the whole family involved. The celebrations begin at 11.00am with the grand arrival of the Easter Bunny, setting the tone for a day filled with playful moments and sweet surprises. Afterwards, guests can hop over to Kakuni for a lavish Easter feast featuring seasonal dishes, decadent desserts, and a lively egg-smashing activity for kids.

Little ones can continue the adventure with an exciting island-wide Easter egg and treasure hunt, followed by a visit to the petting zoo, where they can spend time with the resort’s fluffy bunnies. As the day winds down, Easter-themed turndown amenities await in guest villas, adding a final hint of festive magic to the evening.

At JA Manafaru, Easter is less about grand gestures and more about the small moments that bring families closer, like sharing a meal, laughing together, or watching the sun set after a day well spent. Secure your Easter family getaway now and experience a one-of-a-kind celebration that feels joyful, relaxed, and quietly unforgettable.

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

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