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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

OZEN RESERVE BOLIFUSHI celebrates retention of MICHELIN Key

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In the rarefied realm of the MICHELIN Key, with nearly 500 bestowed worldwide across a multitude of extraordinary properties, true distinction is found not in abundance, but in scarcity. OZEN RESERVE BOLIFUSHI is counted among just 15 resorts in the Maldives to receive this coveted honour, a distinction that speaks volumes about its unwavering commitment to excellence.

While international hospitality superpowers have long staked their claim on the Maldives, there remains room for something more intimate, a vision both all-encompassing and uncompromising. THE OZEN COLLECTION, an exclusive luxury brand within the island nation, has nurtured a flagship that stands shoulder to shoulder with the most recognisable names in the region. OZEN RESERVE BOLIFUSHI commands its own private island and lagoon in the South Malé Atoll, where a curated collection of suites, villas, pavilions, and RESERVES redefines the art of refined Maldivian living.

The MICHELIN Key serves as a powerful endorsement of the brand’s philosophy of refined elegance, one where every aspect of the guest journey is meticulously curated, from the moment of arrival to the final farewell. At its heart lies the signature RESERVE™ Plan, a comprehensive paradigm of all-encompassing indulgence that ensures a seamless continuum of bespoke experiences: unlimited gourmet dining across multiple specialty restaurants, a curated selection of premium international beverages, and the dedicated service of a private Hiyani butler who anticipates every desire with discreet precision.

Beyond the table and the villa, the resort offers dedicated sanctuaries for wellbeing and connoisseurship. The award-winning ELE|NA Elements of Nature Spa invites guests into transformative wellness journeys. Meanwhile, the exclusive CUVEÉ wine library, housing over 300 prestigious labels, offers a sophisticated enclave for curated tastings, where rare vintages and expert guidance converge.

Speaking on the recognition, Abnash Kumar, General Manager of OZEN RESERVE BOLIFUSHI, remarked: “To retain the MICHELIN Key is a profound honour. It is not simply an award, it reflects the passion and dedication that our team brings to every guest, daily. It speaks to our commitment to creating experiences that go beyond expectation, where every detail matters, every moment is meaningful, and every guest feels genuinely seen. This recognition belongs to them, and to the guests who inspire us to keep raising the bar.”

Each element of the island converges to create something rare: a holiday that feels both boundless and intimately yours. As OZEN RESERVE BOLIFUSHI looks ahead, it does so with quiet confidence, continuing to redefine what it means to experience the Maldives at its most extraordinary.

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Hideaway Beach Resort combines running and wellness for World Wellness Weekend

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Hideaway Beach Resort & Spa successfully concluded the second edition of the Maldives Hideaway Resort Run 2026 on Friday September the 18th as part of World Wellness Weekend, bringing together running, wellness and the spectacular natural surroundings of the beautiful all-natural Island of Dhonakulhi.

The event welcomed 68 runners, with esteemed athletes Sunny Schippers leading the 10K race and Clara Abbona leading the 5K race, inspiring participants through three scenic island runs (including a relaxing shake out run) surrounded by the turquoise waters and lush tropical landscape of Hideaway.

Held in line with World Wellness Weekend, the programme extended beyond running to embrace a more holistic approach to wellbeing. Participants enjoyed a series of wellness experiences, including sound healing with Naga Healing, Yoga with in-house instructor Shubham, alongside fitness sessions led by Shaffa – Fitness Expert from TfG, and Ask a PT and Physio sessions with Yoosuf as the Personal Trainer Consultant.

The second edition celebrated movement in all its forms, combining physical activity with recovery, mindfulness, and connection with nature. From the energy of the starting line to restorative wellness experiences, the event brought guests and participants together through a shared appreciation for healthier living.

Following another successful edition, the Maldives Hideaway Resort Run continues to build its identity as a unique resort island running and wellness experience, bringing together sport, community and the beauty of the Maldives at Hideaway Beach Resort & Spa.

The initiative is endorsed by Visit Maldives and delivered in partnership with TFG as race partner, with race consultation, registration, timing, and bib services powered by TFG Races. Maldivian joins as transport partner, Coral Glass as content partner, and Sporting Vacanze as agent partner. This partnership reflects continued collaboration between tourism, aviation, media, sports, and lifestyle stakeholders in supporting wellness tourism in the Maldives.

Participants received a race timing bib powered by TfG Races, a partner goodie bag compiled of little treats by the partners, and the official Flora & Fauna Greenery Run T-shirt. Trophies were awarded to the top three male and female finishers in both the 5K and 10K categories. And the esteemed 1st place winners all received a scaled Maldivian Flight model kit by Maldivian Airways.

“Following the success of the historic inaugural edition in 2025, we are delighted to run the Maldives Hideaway Resort Run in 2026,” said Mohamed Muzaffar Ahmed, Business Development Manager of Lily Hotels. “With the continued endorsement of Visit Maldives and the support of our partners, this event reflects the growing opportunity to position the Maldives as a destination for luxury wellness, sports, and active travel. Our ambition is to develop the Maldives Hideaway Resort Run into one of the country’s and inevitably the world’s leading luxury destination running events, offering participants an experience that is truly unique to the Maldives. I am proud of the fact that we are the first luxury running event focused on the sporting tourism niche which has trophies, timing, and medals making Lily Hotels yet another pioneer in experiences in the tourism sector.”

Maldives Hideaway Resort Run – The 2nd Edition might be over, but its revelry carries on with celebrating the runners on social media. In addition to that the resort is looking to clear the remaining stock of the runner’s kit which consists of a goodie bag, t-shirt, and medal via any resort guest running at least a 5k in the official mhrr2026 route at the resort during this year. More details will be available on their social media.

As an intended annual event after celebrating sunrise in the original run in 2025 and flora and fauna in this year, the resort aims to launch its theme for Maldives Hideaway Resort Run 2027 – Visit Maldives Year Edition in February next year so stay tuned for any teasers about what they have got in store for the next edition of this spectacular destination running event with amazing views to be experienced by being there and experiencing running in a destination like no other.

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Awards

The Nautilus Maldives earns Two MICHELIN Keys in first year of inclusion

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The Nautilus Maldives has announced its debut in The MICHELIN Guide’s global hotel selection with Two MICHELIN Keys, earning Two MICHELIN Keys in its first year of inclusion.

This remarkable achievement places The Nautilus among the world’s most exceptional hotels and represents a defining milestone for the independently spirited Maldivian hideaway. Described by The MICHELIN Guide as representing “an exceptional stay,” Two MICHELIN Keys recognise hotels that are truly unique, memorable and distinguished by their character, sense of place and consistently outstanding hospitality.

For The Nautilus, entering the MICHELIN Key selection with Two Keys is a powerful affirmation of the philosophy that has shaped the island since its inception: that true luxury is not defined by convention, but by liberation.

Set within the UNESCO Biosphere Reserve of Baa Atoll, The Nautilus is an intimate collection of just 26 immensely private beach and ocean Houses and Residences. Conceived as a world of one’s own making, it offers the exclusivity of a private-island experience without requiring an island buyout. Here, every guest is invited to live entirely according to their own rhythm. There are no fixed check-in or check-out times, no prescribed schedules and no expectations of where—or when—anything should happen. Breakfast may be enjoyed at sunset, dinner can unfold on a deserted sandbank, and deeply personal experiences are created in the moment rather than selected from a predefined itinerary.

“To receive Two MICHELIN Keys in our first year of inclusion is an extraordinary honour for The Nautilus. It affirms the vision on which our island was founded: that true luxury is deeply personal and that the greatest privilege we can offer our guests is the freedom to live entirely on their own terms. This distinction is a reflection of our team who bring that vision to life each day. It is their genuine warmth, intuition and unwavering care that transform our philosophy of unscripted hospitality into something guests can truly feel. We are immensely proud of this milestone, and we will continue creating a world where time stands still, nothing is fixed and every guest is free to simply be,” said Philippe Cavory, General Manager, The Nautilus Maldives.

The MICHELIN Key distinction recognises hotels according to five universal criteria: excellence in architecture and interior design; quality and consistency of service; overall personality and character; value in relation to the experience; and a meaningful contribution to their setting.

At The Nautilus, these qualities take shape through an experience built around absolute freedom. Its spacious, bohemian-inspired Houses and Residences are conceived as personal sanctuaries, each with a separate living room, private pool and uninterrupted connection to the ocean. Dining is completely unscripted, allowing guests to enjoy what they wish, wherever and whenever they choose. Wellness journeys are shaped around individual needs, while encounters with Baa Atoll’s extraordinary marine environment foster a deeper appreciation of the natural world surrounding the island. More than a recognition of exceptional accommodation, the award celebrates a distinctive vision of hospitality, one that replaces formality with warmth, schedules with spontaneity and traditional service with something more instinctive, personal and human.

With Two MICHELIN Keys, The Nautilus joins a distinguished collection of hotels recognised by The MICHELIN Guide for delivering exceptional stays. Yet the spirit of the island remains beautifully unchanged: a private world where nothing is fixed, anything is possible and every moment belongs entirely to the guest.

To book, contact The Nautilus at hello@thenautilusmaldives.com or visit the resort’s website.

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