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.’
News
Sheraton Maldives Full Moon Resort & Spa reimagines island experience with resort-wide makeover
Sheraton Maldives Full Moon Resort & Spa has announced an exciting new chapter with a comprehensive resort-wide refurbishment. The transformation reimagines accommodations, dining venues, public spaces, and guest experiences while preserving the lush island environment that has defined the resort for generations. To celebrate this transformation, travellers are invited to experience the renewed island retreat with an exclusive long-stay offer. For a limited time, guests who book five nights or more will enjoy complimentary round-trip speedboat transfers on any available package, making it easier to discover one of the Maldives’ most naturally abundant private islands, located just 15 minutes from Velana International Airport.
Long before the Maldives became one of the world’s most sought-after luxury destinations, Sheraton Maldives Full Moon Resort & Spa had established itself as a place where genuine hospitality and nature coexist in perfect harmony. While many islands have been developed in recent years, Sheraton Maldives has had the rare privilege of allowing its landscape to flourish over time, creating a mature tropical sanctuary that cannot be replicated overnight. Today, the resort is building on that legacy with thoughtful enhancements that elevate the guest experience and preserve the character that has always made the island distinctive.

The island is home to nearly 200 varieties of tropical plants, 18 species of orchids, and more than 600 coconut trees, creating a vibrant ecosystem that welcomes guests from the moment they arrive. At its heart stands a magnificent banyan tree that has flourished for more than a century, a living reminder of the island’s rich heritage and enduring connection to the Maldivian landscape. The island’s tropical landscape has developed over decades and is home to native flora, abundant birdlife, and shaded pathways that distinguish it from many newer developments across the Maldives.
Alongside its ongoing sustainability initiatives, the resort’s current refurbishment has been carefully designed to enhance what guests have always loved about the island. Guestrooms and villas are being refreshed with contemporary design and enhanced comforts. Restaurants, bars, recreational facilities, the kids’ club, and public spaces are also being reimagined to create a more seamless and refined guest experience.

Every enhancement aims to meet the evolving expectations of today’s travellers while maintaining the warmth, authenticity, and natural charm that define Sheraton Maldives. Guests can relax on powder-soft beaches, snorkel vibrant coral reefs, enjoy diverse culinary experiences, and unwind at Shine Spa for Sheraton. Every stay balances timeless island charm with modern luxury.
“At Sheraton Maldives, our story has always been about bringing people together in an extraordinary island setting,” said Greg Allan, General Manager of Sheraton Maldives Full Moon Resort & Spa. “Our refurbishment is an investment in the future of the resort, ensuring our guests enjoy modern comforts while preserving the island’s extraordinary natural beauty and the heartfelt hospitality that have defined Sheraton Maldives for decades. We are excited to welcome returning and first-time guests to experience a timeless destination that continues to evolve while staying true to its roots.”

To mark this exciting new chapter, guests who book for five nights or more will receive complimentary round-trip speedboat transfers on any available package. Whether choosing a bed and breakfast escape or a curated dining package, every eligible booking includes this exclusive benefit. The offer provides added value and convenience from the moment they arrive in the Maldives.
Guests can be among the first to experience the next chapter of Sheraton Maldives Full Moon Resort & Spa by booking directly through the resort’s official website at www.sheratonmaldives.com or by contacting the reservations team at Sheraton.Maldives@sheraton.com.
Action
Sun Siyam Vilu Reef introduces guest-led coral restoration initiative
Surrounded by one of the Maldives’ most vibrant house reefs, Sun Siyam Vilu Reef, is inviting guests to leave behind more than memories. This World Nature Conservation Day (28th July 2026), the boutique island retreat officially launched its signature ‘Adopt-a-Coral’ initiative, giving travellers the opportunity to play an active role in restoring one of nature’s most precious underwater sanctuaries.

Driven by Sun Siyam Resorts’ overarching sustainability program, Sun Siyam Cares, this initiative provides a hands-on opportunity to safeguard the fragile aquatic landscapes of the South Nilandhe Atoll. Guests become active participants in the restoration process, carefully attaching live coral fragments onto specially designed nursery frames under the guidance of the resort’s marine experts. These structures are then carefully placed in nursery zones across the lagoon to flourish and rebuild vital habitats.

To commemorate the launch, guests enjoyed an interactive morning event featuring bespoke refreshments and a symbolic frame planting ceremony. Long after returning home, guests continue receiving personalised updates, allowing them to witness the growth of the very coral they helped restore, creating a lasting connection with the island and its surrounding waters.

“Our reef is the heart of our island, and protecting it is a responsibility we proudly share with every guest who visits us,” said Masdhooq Saeed, Cluster General Manager. “By giving our guests the opportunity to plant coral, we offer them a meaningful way to leave our sanctuary even better than when they arrived. It is a genuine privilege to empower our visitors to play a direct role in building a more resilient ecosystem while forging a lifelong bond with the Maldives.”
The Adopt-a-Coral initiative forms a key part of Sun Siyam Vilu Reef’s long-term sustainability vision, seamlessly combining luxury island hospitality with meaningful conservation efforts, guest participation, and community engagement. The resort’s spectacular house reef is home to an extraordinary diversity of coral formations, tropical fish, turtles, and countless other species, making its protection essential for future generations.
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Fushifaru Maldives offers access to Lhaviyani’s manta ray hotspot
One of the Maldives’ most anticipated marine spectacles has arrived – manta ray season is returning to Lhaviyani Atoll. As plankton-rich waters attract these gentle giants, the atoll transforms into a haven for unforgettable underwater encounters. Graceful, curious and inspiring, manta rays can often be spotted gliding effortlessly through the turquoise waters, creating magical moments for both snorkelers and divers.
Whether you’re taking your first plunge beneath the surface or you’re a seasoned ocean explorer, there’s nothing quite like the thrill of swimming alongside these incredible creatures in their natural habitat. Think vibrant coral reefs, abundant marine life and crystal-clear lagoons. Manta ray season offers an unforgettable experience that captures the true wonder of the Maldives.
One of Lhaviyani Atoll’s most renowned manta ray sites is Fushifaru Thila, located just three minutes by boat from Fushifaru Maldives. This protected dive site is home to a natural manta cleaning station, where cleaner wrasse and other small reef fish remove parasites and dead skin from the mantas. Watching these gentle giants gracefully circle the cleaning station as they pause for their underwater “spa treatment” is a truly remarkable sight and one of the highlights of diving in the Maldives.
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