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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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Fari Islands Festival adds Milind Soman, Sean Wotherspoon and National Geographic

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The Fari Islands Festival returns from 13 to 15 August 2026, bringing together Patina Maldives, Fari Islands and The Ritz-Carlton Maldives, Fari Islands for a second edition. The festival expands its 2026 programme with the addition of Milind Soman, DJ FS Green and National Geographic, joining festival headliner Rosamund Pike alongside an exceptional collective of artists, chefs, designers and cultural voices from around the world.

Spanning three days and two resorts, the festival continues its exploration of art, wellness, gastronomy and nature, moving through a natural daily rhythm from sunrise rituals and ocean experiences to thought-provoking conversations, communal gatherings and performances into the night.

Sean Wotherspoon

Globally recognised designer and cultural tastemaker Sean Wotherspoon—known for iconic collaborations with Nike, Adidas, Porsche and Gap—will lead a collaborative art residency during Fari Islands Festival, bringing his vibrant, sustainability-focused aesthetic to the islands.
At the centre of the residency is a large-scale, reef-inspired sculpture, built collectively across the festival as guests contribute to the piece under Sean’s direction. Once complete, the installation will be placed in the Fari Islands lagoon as part of ongoing coral regeneration efforts—continuing to evolve as marine life takes hold over time.
Sean will also take over the Fari Artist Atelier with a dedicated pop-up, featuring an exclusive Fari Islands merchandise collection alongside limited pieces designed especially for festival guests from both resorts.

Milind Soman—Festival Wellness Collaborator

Joining Sean is the endurance icon Milind Soman – a national swimming champion turned one of India’s most recognisable public figures, Soman has spent three decades pushing at the edges of what endurance means.
For the Fari Islands Festival, he’s teaming up with iRunners, the Maldives’ leading running community, to host a morning 5km and 10km Charity Island Run on
13 August.

The collaboration centres on iRunners’ flagship event, the Maldives Half Marathon. Since 2022, it’s drawn runners from across the region and beyond to cover 21.1 kilometres through Malé, with the Indian Ocean as a constant
backdrop. But it’s never really just been about the race—the volunteers, supporters and local residents lining the course make it feel more like a citywide celebration. Each edition runs under iRunners’ Protect the Reef campaign, and in 2026, proceeds will fund a coral restoration project in Villingili—so every kilometre run ends up doing something for the marine environment that makes the Maldives worth visiting in the first place.

2026 Festival Lineup

Joining this year’s music programme alongside Sébastien Tellier and NOTEP is internationally acclaimed Dutch DJ and producer FS Green, one of Amsterdam’s finest talents. He began making beats at the age of 15, quickly developing a serious career that saw him win the StateAwards for both ‘Best Producer’ and ‘BestDJ’in 2010. Rooted in hip-hop, his sound moves fluidly between electronic music, Afrobeats, dancehall and house, with a versatility that has made him a specialist across genres–from UK bass to Jersey club. His production credits include collaborations with artists such as Mahalia, Blanco, Sevdaliza and Major Lazer.

FS Green will headline the final evening with a special beachfront performance, transforming the shores into an open-air celebration beneath the stars. Also featured is Thai multidisciplinary artist NOTEP, whose immersive performances blend music, nature and storytelling to create moments of reflection and connection.

This year’s programme also welcomes a visiting National Geographic Explorer, offering guests a unique opportunity to explore the natural world through the lens of observation, storytelling and conservation. Alongside Olive Ridley Project, experiences throughout the festival will centre on the Maldives’ remarkable marine ecosystems, biodiversity and ongoing conservation efforts.

The festival’s culinary and wellness programme brings together an equally impressive line-up. Michelin-starred chef Samuel Lee of Parisian neo-bistrot SENsation joins Tokyo’s WAGYUMAFIA for standout dining experiences, while Dry Wave Cocktail Studio—No. 5 in Asia’s 50 Best Bars 2025—joins Michter’s Whiskey for narrative-led cocktail experiences, alongside curated spirits sessions from Sei Bellissimi’s Danilo Pozone.

Wellness by Bamford returns as the festival’s wellness partner for a second year, with sound healer Stephanie Waxberg and aromatherapist Louise Riby leading immersive wellbeing experiences, joined by Noble Panacea for sessions centred on longevity and holistic wellbeing.

Together, these collaborations reinforce the festival’s ambition to create experiences that extend beyond entertainment, encouraging guests to engage with ideas, people, and the place in meaningful ways.

“The festival has always been about curiosity – bringing together remarkable people whose work inspires fresh ways of thinking and connecting,” says Anthony Gill, General Manager, Patina Maldives.

“Asthe festival draws closer, the excitement continues to build,” says Oscar Postma, General Manager of The Ritz- Carlton Maldives, Fari Islands. “This year’s exceptional programme has come together beautifully, and we can’t wait to see it all come to life across Fari Islands as we welcome guests for another unforgettable edition.”

Reserve a stay at Fari Islands Festival at The Ritz Carlton Maldives or Patina Maldives

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Awards

LUX* South Ari Atoll ranked among Maldives’ best in three Travel + Leisure categories

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Global hospitality group The Lux Collective’s award-winning resort, LUX* South Ari Atoll in the Maldives has been recognised as Top 10 in the Best Resorts for Families, Best Resort Pools, and Best House Reefs categories at the Travel + Leisure Luxury Awards Asia Pacific 2026. These awards reinforce the resort’s position as one of the Maldives’ leading luxury island destinations, celebrated for its exceptional guest experiences, world-class facilities and extraordinary natural surroundings.

Presented annually by Travel + Leisure, the Luxury Awards Asia Pacific honours the region’s most outstanding hotels, resorts, destinations and travel experiences, as voted by the publication’s discerning readers.

Nestled within the South Ari Atoll Marine Protected Area – the only year-round whale shark aggregation site in the world, LUX* South Ari Atoll offers a distinctive interpretation of contemporary island luxury, where thoughtful hospitality, immersive experiences and meaningful connections with nature come together to create memorable stays for guests of all ages.

The awards celebrate the diversity of experiences that define the resort, from thoughtfully curated family moments and two expansive swimming pools overlooking the Indian Ocean to direct access to a vibrant house reef, where guests can discover extraordinary marine life in one of the world’s most remarkable underwater environments.

Spanning a two-kilometre-long island, LUX* South Ari Atoll offers 192 beach and overwater villas and pavilions designed for couples, families and multi-generational travellers. The resort’s newest accommodation category, the Temptation Beach Pool Villa, features generous indoor and outdoor living spaces, a private pool and beach access.

For families, the resort offers a wide range of activities across the island, including the PLAY kids’ club, a dedicated programme for teenagers, island treasure hunts, creative workshops and marine-based experiences. Guests can also enjoy 40 complimentary activities during their stay, offering a varied programme of leisure, wellness, sports and discovery.

The resort features eight restaurants and five bars, with dining concepts ranging from Italian and Japanese cuisine to Indian Ocean flavours and international menus. Its award-winning LUX* ME Spa offers personalised treatments, wellness rituals and holistic therapies, complemented by the LUX* curated healthy cuisine – Keen On Green.

As an eco-luxury resort that focuses on sustainability, guided snorkelling and diving experiences, marine conservation initiatives and signature LUX* Extraordinary Experiences, such as Swimming with Whale Sharks, allow guests to experience unique year-round whale shark encounters and to explore one of the Maldives’ most notable marine ecosystems.

General Manager of LUX* South Ari Atoll John Rogers said: “We are truly honoured to be voted once again by the readers of Travel + Leisure Southeast Asia across three award categories that reflect the diverse experiences we offer. These recognitions are testament to the passion and dedication of our team and our continued commitment to creating extraordinary experiences that help our guests celebrate life.”

These recognitions further strengthen LUX* South Ari Atoll’s reputation as Maldives’ leading luxury island resort, steeped in distinctive hospitality, exceptional guest experiences and enduring commitment to excellence.

For reservations or further information, please visit www.luxresorts.com, contact stay@luxmaldivesresort.com, or call +960 668 0901.

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Family

Where families come together: Alila Kothaifaru Maldives’ luxury villa experience

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As travellers increasingly prioritise meaningful time together, multi-generational holidays and private group escapes are reshaping the luxury travel landscape. Responding to this growing demand, Alila Kothaifaru Maldives, a Hyatt resort, offers thoughtfully designed two-bedroom accommodations that combine generous living spaces with the resort’s signature understated luxury, creating an idyllic setting for families and friends to reconnect amidst the natural beauty of the Maldives.

While the Maldives has long been synonymous with romantic escapes, today’s travellers are embracing a different kind of luxury—one centred on shared experiences, quality time, and the freedom to travel together without compromising privacy. At Alila Kothaifaru Maldives, the Two-Bedroom Beach Pool Villas and the exclusive Boduge Residence have been designed to support these evolving travel preferences while remaining deeply connected to the island’s pristine environment.

Space Designed for Togetherness

Set along the island’s powder-soft shoreline, the Two-Bedroom Beach Pool Villa offers 265 square metres of thoughtfully planned indoor and outdoor living. Featuring one king bedroom and one twin bedroom, spacious living and dining areas, an enclosed bathroom with separate bathtub and shower, and a lush private garden with swimming pool and sun deck, the villa provides ample room for families to spend quality time together while enjoying moments of quiet retreat. Every stay is complemented by the attentive service of a dedicated villa host, ensuring a seamless and personalised island experience.

A Private Residence for Life’s Special Gatherings

For milestone celebrations, extended family holidays, or intimate group escapes, the Boduge Residence offers Alila Kothaifaru Maldives’ most exclusive accommodation.

Spanning 395 square metres (4,251 sq ft), the residence features 235 square metres (2,530 sq ft) of elegant indoor living space with two beautifully appointed bedrooms—a king-bedded master suite, a twin bedroom and a dedicated service room with twin bedding, expansive living and dining areas, a kitchenette, maid’s room, premium amenities, and dedicated villa host service.

Its 160-square-metre (1,722 sq ft) outdoor sanctuary is designed for effortless island living, complete with a 45-square-metre private pool, spacious sun deck, outdoor dining area, wooden swing, and poolside BBQ—inviting guests to linger over shared meals, celebrate special occasions, or simply enjoy uninterrupted time together beneath the Maldivian sky.

For larger groups, the Boduge Residence can seamlessly connect to a neighbouring villa, creating a spacious three-bedroom retreat while preserving the privacy and tranquillity that define the Alila experience.

“Luxury today is increasingly defined by the quality of time we spend with the people who matter most,” says Thomas Weber, General Manager of Alila Kothaifaru Maldives. “Our two-bedroom accommodations were created to give families and groups the space to reconnect naturally, while immersing themselves in the calm, simplicity, and extraordinary beauty of our island. It’s an experience that reflects Alila’s philosophy of thoughtful luxury—where every detail is intentionally designed to foster meaningful moments.”

Rooted in Nature, Guided by Design

Home to 81 private pool villas, including 41 Beach Pool Villas, 36 Overwater Pool Villas, three Two-Bedroom Beach Pool Villas, and the exclusive Boduge Residence, Alila Kothaifaru Maldives is defined by architecture that complements rather than competes with its surroundings.

Designed by Singapore-based Studiogoto, the resort embraces clean architectural lines, natural materials, and open spaces that blur the boundaries between indoors and out. Every accommodation has been carefully integrated into the island landscape, reinforcing Alila’s long-standing commitment to sustainability, mindful hospitality, and a deep respect for place.

Beyond the Villa

Surrounded by the vibrant marine life of Raa Atoll, guests enjoy direct access to exceptional snorkelling and diving, immersive wellness experiences at Spa Alila, and thoughtfully curated Alila Moments that celebrate Maldivian culture and nature.

Families can also enjoy quality time beyond the beach through the resort’s padel tennis court, outdoor game area, and Play Alila activities designed for younger guests, creating fun shared experiences for every generation.

Whether discovering local traditions, exploring the island’s rich biodiversity, or enjoying the resort’s signature Shack Sundowner on a secluded sandbank, every experience is designed to encourage genuine connection—to the destination and to one another.

For more information or to book your stay, visit www.alilahotels.com/kothaifaru-maldives.

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