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.’
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SO/ Maldives introduces ‘Fight Fit’ wellness activation
On Saturday, 25 April 2026, SO/ Maldives will stage its “Fight Fit” island activation as part of the resort’s ongoing 120 Days Fitness Challenge, bringing together fitness, wellness and local collaboration in a resort-wide programme.
Developed in partnership with Fight Soul Maldives, a local fitness collective focused on combat sports, the activation is designed to offer guests both participation and live viewing experiences while also bringing a local element into the resort’s wellness programming.
A key part of the activation is the Muay Thai Guest Workshop, where guests will have the opportunity to train with fighters from Fight Soul Maldives. Open to different fitness levels, the sessions will introduce the basics of Muay Thai through drills, technique-based training and group activity.
The programme will extend across the island through a series of activities including sunrise yoga, beach combat training, aqua yoga accompanied by DJ music, and sunset fight showcases. According to the resort, the aim is to combine physical activity with the island setting through a range of structured wellness experiences.
The activation will also include a healthy menu developed to support fitness and balanced living, in line with the resort’s wider wellness focus.
Guests will also be invited to take part in a skincare workshop and ritual linked to the launch of products from Comfort Zone. The experience will introduce skincare practices based on science and sustainability as part of the broader wellness programme.
In the evening, the programme will continue with foam parties, fire dance performances, and live Muay Thai and kickboxing exhibitions featuring athletes from Fight Soul Maldives.
Through “Fight Fit”, SO/ Maldives is presenting a wellness-led island activation that combines fitness, lifestyle programming and collaboration with local talent.
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SO/ Maldives introduces ‘Fight Fit’ island fitness experience
On Friday, 25 April 2026, redefining the boundaries of luxury wellness, SO/ Maldives unveils its high-energy “Fight Fit” island activation, an immersive celebration of strength, movement, and mindful living. As part of the resort’s ongoing 120 Days Fitness Challenge, this dynamic experience is brought to life in collaboration with Fight Soul Maldives, a leading local fitness collective dedicated to showcasing the art and discipline of combat sports.
This exclusive Maldives activation transforms the island into a vibrant stage where guests are invited not only to participate but to witness and connect with authentic local skill and passion. Through this partnership, SO/ Maldives proudly highlights homegrown talent, offering a deeper cultural dimension to the guest experience.
At the heart of the activation is the Muay Thai Guest Workshop, where guests can train alongside skilled fighters from Fight Soul Maldives. Designed for all fitness levels, the sessions introduce the fundamentals of Muay Thai through interactive drills, technique building, and high-energy group engagement creating a powerful and memorable connection to the sport.
The experience extends across the island with a curated lineup of fitness and wellness activities, including sunrise yoga, beach combat training, aqua yoga with DJ beats, and sunset fight showcases. Each activation is thoughtfully designed to blend seamlessly with the natural beauty of the Maldives, turning the resort into a holistic wellness playground.
Complementing the physical journey, guests can enjoy a specially designed healthy menu, crafted to fuel performance and support balanced living, reinforcing SO/ Maldives’ commitment to wellbeing from within.
Further enhancing the wellness offering, guests are invited to experience an exclusive skincare workshop and immersive ritual, alongside the launch of premium products from Comfort Zone. Rooted in science and sustainability, this experience introduces guests to transformative skincare practices that elevate both body and mind.
As the sun sets, the island pulses with energy through foam parties, fire dance performances, and live Muay Thai and kickboxing exhibitions, where Fight Soul Maldives athletes take center stage showcasing their expertise and passion in a captivating display of strength and artistry.
With “Fight Fit,” SO/ Maldives creates more than just an event it delivers a bold lifestyle statement where local collaboration, global wellness trends, and immersive luxury come together in perfect harmony.
For more information or to book your perfect getaway, please visit so-maldives.com or contact so.maldives.reservations@so-hotels.com or call +960 664-9100.
News
Earth Day at Sun Siyam Iru Fushi: Sustainability-focused island experiences
Sun Siyam Iru Fushi, a haven of peace within the Sun Siyam’s Luxury Collection, reinforces its commitment to luxury island living by highlighting a series of eco-conscious experiences. These initiatives define a vision for purpose-led travel within the resort’s Premium Island Indulgence lifestyle, connecting guests to the environment, local people, and Maldivian culture through sincere and unpretentious engagement. From reef restoration to traditional heritage crafts and preventing food waste, the resort seeks to balance the elegance of island living with a deep-rooted respect for the natural world.
The Pattern of Island Living
The way nature flourishes within remote archipelagos in the heart of the ocean remains a captivating subject for many travellers. On a weekly basis, the resort offers a guided nature exploration led by the Chief Gardener and Resident Marine Biologist to connect guests with the island’s indigenous flora and fauna. This experience blends ecological education with cultural insights, detailing how reptiles, birds, and emblematic trees first colonised these coral islands. By addressing contemporary challenges like soil erosion, the program provides practical examples of how eco-conscious tourism helps mitigate environmental impact and preserve the Maldivian landscape.
Marine Regeneration: Adopt a Coral Frame
A growing trend in 2026 is Regenerative Tourism where travellers actively participate in restoration. A central pillar of the resort’s marine conservation efforts is the Adopt a Coral Frame programme. Led by Maldivian Marine Biologist, Shah, the experience begins with an introduction to coral biology and the environmental challenges facing the world’s oceans. Guests participate in the delicate process of fixing coral fragments onto the frame using approved techniques, before the structures are transitioned to the Nemo Garden underwater park. This initiative offers a symbolic way for guests to contribute directly to the long-term health of the local reef ecosystem. Additionally, the presence of an environmental expert at the resort acts as the bridge between daily operations and its environmental responsibility.

Citizen Science: Conservation Snorkelling
For a more immersive and purposeful guest experience, participants are invited to act as citizen scientists during a ninety-minute reef health survey. Utilising CoralWatch Charts, guests assist in primary data collection, with the results subsequently uploaded to the University of Queensland database under the participant’s name to contribute to international marine research. Each session concludes with a briefing on observed fish species and the vital functions of the reef ecosystem. Additionally, if any individual turtle or group of turtles is spotted around the island, the resort’s Marine Biologist will identify the species and report its presence to the Olive Ridley Project. This contribution helps researchers better understand the population dynamics and migration patterns of sea turtles within the Maldives.
Marine Advocacy and Youth Discovery
Beyond individual excursions, the resort extends its educational reach through specialised certification and youth-focused programming. Divers may participate in dedicated sessions exploring the preservation of endangered shark and ray species, earning a Shark and Ray Ecology Certification upon completion. Simultaneously, the Discover the Ocean initiative at the Kids Club offers a bespoke one-hour experience for younger guests, utilising interactive games and marine facts to foster a refined appreciation for ocean conservation from an early age.

Cultural Heritage and Traditional Knowledge
Eco-conscious living at Sun Siyam Iru Fushi is also viewed through the lens of traditional Maldivian craftsmanship. Weekly demonstrations of organic coconut oil extraction highlight a homemade method. Guests observe the gentle heating of fresh coconut milk to produce pure oil, a sustainably sourced product utilised in the resort’s wellness treatments.
The Pledge on Food Waste
In a direct effort to reduce the environmental footprint of island dining, the resort has committed to The Pledge on Food Waste. This initiative introduces à la minute live cooking and curated individual portions at the buffet to ensure freshness while minimising surplus. Additionally, the team observes a No Bin Day, utilising creative preparation techniques to ensure total ingredient utility and promote a circular approach to food management.

“The advancement of sustainable practices is supported by acclaimed organisations that provide vital knowledge, ensuring that our commitment leads to meaningful success. Meanwhile, simple on-island actions remain highly impactful and are deeply appreciated by guests. Furthermore, as a Maldivian operating a resort within my own country, environmental stewardship is more than just professional ethics—it is a profound civic mission,” highlighted Abdulla Atham, Resort Manager.
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