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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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Meyyafushi Maldives opens with focus on design-led all-inclusive experiences

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Meyyafushi Maldives, a brand-new five-star Premium All-Inclusive Resort, on a natural island, surrounded by world-class dive sites in Lhaviyani Atoll opened its doors on 1st November 2025. It is an all-encompassing, eco-conscious haven, designed to foster connections within and beyond.

Only a 35-minute scenic seaplane journey from the Velana International Airport, Meyyafushi boasts 94 Luxury Villas and Suites with Private Pool. It is a place where luxury combines the tranquility of seclusion with the thrill of adventure, offering an unparalleled and diverse experiences for all ages, such as an Underwater Dining Restaurant – Bubble, an Overwater Padel Tennis Court, a Mini-Bowling Lane and an adults-only Sky Bar & Sunken Lounge crowned by the rooftop glass-bottom infinity pool.

Complementing these unique experiences is the overwater Veyoge Spa, an immersive wellness sanctuary offering aerial yoga, body treatments and restorative rituals inspired by Maldivian healing traditions, designed to balance relaxation with sensory escape. Meyyafushi is also home to a 24-hour overwater fitness centre, a floodlit tennis court and multipurpose sports court, and a fully equipped dive and water-sports centre – ensuring that every stay balances indulgence, movement, and adventure.

Dining at Meyyafushi is a journey across flavours and atmospheres, with a diverse collection of restaurants and bars crafted for every mood and moment. Guests begin their day at Fili, the all-day dining restaurant, with global cuisine through a generous buffet-style breakfast, while Thaana presents refined Mediterranean dining and Alif showcases contemporary Asian flavours. Hatharu Dhan – meaning “24 hours” in Dhivehi – is the island’s jungle spot serving expertly brewed coffee, iced lattes and light bites in a relaxed setting.

For immersive culinary theatre, Sukun delivers an interactive Teppanyaki experience, and Bubble pairs exclusive underwater dining experience with refined gastronomy. Wine enthusiasts can retreat to Raa, an intimate cellar with curated selections, while evenings unfold across the island’s vibrant social venues – from handcrafted cocktails at Baa, the main bar and gathering hub, to sunset drinks at Raagu, and the adults-only Sky Bar & Sunken Lounge, a rooftop sanctuary crowned by a glass-bottom infinity pool. For ultimate convenience, in-villa dining is also available, allowing guests to enjoy exceptional cuisine in the privacy of their own villa.

Distinctive design is woven through every corner of the island. From sculptural restaurant architecture to statement bar concepts and bespoke interior detailing, Meyyafushi stands out aesthetically as one of the Maldives’ most visually unique resorts. Every space has been intentionally created to evoke emotion – not only to be lived in, but to be admired. Throughout the resort, materials have been ethically sourced with a conscious focus on sustainability, reinforcing Meyyafushi’s commitment to responsible design without compromising on luxury.

Each villa, ranging from 185 square metres to 610 square metres, has been thoughtfully crafted to embody understated elegance: soaring ceilings, warm natural textures, golden accents, and carefully curated interiors that balance comfort with architectural beauty. Generous layouts and seamless indoor-outdoor living create spaces that feel both grand and deeply private. Personalised butler service accompanies every villa, delivering intuitive, discreet attention that elevates each stay.

“Meyyafushi was designed to offer experiences guests simply cannot find elsewhere in the Maldives,” says Ahmed Siaar, Cluster General Manager. “Every element – from architecture to facilities – has been crafted to feel distinctive, luxurious, and visually unforgettable, while maintaining the warmth and excellent service our guests associate with our brand.”

Meyyafushi is the sister property to the award-winning Fushifaru Maldives, an established name in boutique island hospitality. Built upon the same operational excellence and guest-focused philosophy that has shaped Fushifaru’s international reputation, Meyyafushi carries forward a proven legacy while introducing a fresh, design-led identity. Together, the two resorts represent an experienced Maldivian hospitality company committed to innovation, quality, and memorable guest journeys.

While design and luxury define the guest experience, Meyyafushi continues to operate under the BeKind values that guide its foundation – reflected in eco-conscious practices, community partnerships, and thoughtful hospitality. These principles remain embedded in daily operations, quietly supporting an experience where indulgence and responsibility coexist naturally.

Meyyafushi Maldives is now open and welcoming bookings. For more information, please contact reservations@meyyafushi.com or visit www.meyyafushi.com.

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Women at heart of kitchen: Milaidhoo Maldives marks International Women’s Day through gastronomy

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At Milaidhoo Maldives, International Women’s Day is observed as more than a calendar occasion; it is recognised as a meaningful celebration of the women whose talent and dedication shape the character of the resort’s intimate island experience.

This year, Milaidhoo highlights not only the women across its wider team, but also the five female chefs who play an integral role within its kitchen brigade. Culinary artistry remains central to the Milaidhoo experience, reflecting both heritage and creativity. Across the resort’s collection of dining venues, from island-inspired fine dining to relaxed beachfront cuisine, food is presented as a narrative of place and people. Menus are conceived as inspiration rather than prescription, with chefs tailoring each dish and dining moment to the individual tastes and curiosities of guests.

On 8 March from 19.00, the resort’s female culinary team will take over the open kitchen at Shoreline Grill, hosting a specially curated International Women’s Day dinner. Designed and executed by five chefs, the evening brings together flavours drawn from their individual traditions and culinary perspectives. More than a dining event, the experience is intended as a moment of connection and shared celebration, reflecting the intimate gastronomic gatherings for which Milaidhoo is known.

International Women’s Day Menu (Available at Shoreline Grill – Sunday 8 March from 19.00):

  1. Sate Lilit: Balinese seafood satay, gently spiced and grilled over charcoal, served with warm peanut sauce – Chef Bintang, Indonesia
  2. Pumpkin & Coconut Velouté: Roasted pumpkin soup with toasted pumpkin seeds, curry leaf oil and crisp garlic croutons – Chef Saaha, Maldives
  3. Curry-Poached Maldivian Coral Lobster: Locally sourced lobster with drumstick mashuni and coconut–passionfruit dressing – Chef Michelle, Maldives
  4. Thai A5 Wagyu Striploin: A5 Wagyu with confit lotus root, green papaya salad and Thai coconut red curry reduction – Chef Prew, Thailand
  5. Baobab & Chocolate Harmony: Baobab mousse, dark chocolate crémeux, peanut crumble, caramelised pineapple and mango gel – Chef Yemuria, Zimbabwe

Each dish reflects a personal culinary story, drawing inspiration from the charcoal grills of Indonesia and the spice markets of Thailand to the flavours of Zimbabwe and the rich culinary heritage of the Maldives. Together, the menu celebrates diversity and the shared pleasure of dining.

At Milaidhoo, meaningful luxury is defined through connection to place, tradition and people. This International Women’s Day, guests are invited to mark the occasion through an evening of exceptional gastronomy that honours the women at the heart of the Milaidhoo experience.

For reservations or further details on Milaidhoo’s culinary offerings, guests may visit the resort’s Culinary Experiences page or contact the reservations team at welcome@milaidhoo.com.

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Easter goes playful at The Standard, Maldives with week-long Angry Birds celebration

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This April, The Standard, Maldives is redefining the traditional Easter holiday with a bold, high-energy island takeover inspired by the playful world of Angry Birds. Taking place from 1 to 7 April, the week-long celebration transforms the resort into a vibrant playground, blending pop culture, family-friendly activities and island indulgence against the turquoise backdrop of the Raa Atoll.

The programme places families at the heart of the festivities, with a variety of interactive experiences designed for guests of all ages. Children and parents alike can take part in “Birds vs. Pigs” puzzle challenges, test their skills at Slingshot Splash, and enjoy creative sessions such as Angry Birds-themed egg painting and chocolate truffle making. Highlights for younger guests include a Bunny Meet and Greet, an island-wide Easter Egg Hunt, and a lively pool party that brings a playful twist to the holiday celebrations.

For guests seeking a more relaxed pace, the resort’s spa offers a curated wellness programme throughout the week. Experiences include Aerial Sound Healing, Chakra Balancing and Therapeutic Yoga, alongside a Family Hammam designed to provide restorative downtime after a day of island activities.

As evening falls, the resort’s social energy comes to life with a dynamic line-up of entertainment. Guests can enjoy LED and fire shows, Full Moon beach parties and sunset cruises, while those with a competitive streak are invited to join Easter-themed music quizzes and bingo nights.

Dining is a central part of the Easter experience, with a diverse culinary programme curated for the occasion. In addition to the signature Easter Brunch, the resort hosts beachside barbecues, healthy food masterclasses and the “Happy Bunnies” Golden Hour, featuring crafted cocktails by the sea. For more intimate moments, private movie nights under the stars and exclusive beachfront dinners are also available.

To ensure a seamless holiday experience, guests may opt for the resort’s Premium All-Inclusive Package, offering access to the full range of activities, dining and beverages throughout the week. With its energetic programming and playful spirit, The Standard, Maldives delivers an Easter celebration that combines sun, sand and entertainment into a distinctive island escape.

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