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.’
Raffaele Solferino, General Manager of Grand Park Kodhipparu Maldives, has been named the Maldives’ Best Hotel General Manager at the Travel + Leisure Luxury Awards Asia Pacific 2026, as the resort also secured recognition for its swimming pool and house reef.
Solferino was ranked first in the Maldives’ Best Hotel General Manager category, while Grand Park Kodhipparu placed fifth among the Maldives’ Best Resort Pools and ninth in the Maldives’ Best House Reefs category.
He accepted the awards on behalf of the resort, attributing the recognition to the contribution of its team, the support of its guests and the natural environment surrounding the property.
“These accolades truly represent the dedication of our team, the loyalty of our guests, and the extraordinary natural environment that surrounds us,” the resort said in a statement shared on LinkedIn.
Grand Park Kodhipparu said the recognition reflected several of the experiences offered at the resort, including its house reef, infinity pool overlooking the Indian Ocean and natural lagoon.
“From vibrant coral reefs teeming with marine life and our iconic infinity pool overlooking the Indian Ocean to our natural lagoon, these recognitions celebrate the experiences that make Grand Park Kodhipparu Maldives a special place to connect, unwind and discover,” the resort added.
Located in North Malé Atoll, Grand Park Kodhipparu Maldives is part of Park Hotel Group, which operates a portfolio of hotels and resorts across the Asia-Pacific region.
The resort said the awards marked another milestone for Grand Park Kodhipparu and Park Hotel Group, supporting the group’s position in the regional hospitality sector.
It also thanked its guests, team members and those who voted in the awards for their continued support.
JOALI Maldives has been recognised in two categories at the Travel + Leisure Luxury Awards Asia 2026, receiving honours among the Best Resorts in the Maldives and for the Most Outrageous Villa.
The recognition reflects the resort’s Creative Living philosophy, which brings together art, nature, wellbeing, sustainability and hospitality within the guest experience.
Located in Raa Atoll, approximately 45 minutes by seaplane from Malé, JOALI Maldives opened as the Maldives’ first art-immersive luxury resort. Art installations, dining experiences, wellbeing programmes and accommodation are integrated across the island as part of its approach to resort living.
The property features 73 beach and overwater villas and residences, positioned across the island and above the Indian Ocean. The accommodation has been designed to provide privacy, space and access to views of the surrounding environment.
Each villa combines contemporary design with materials including timber, marble, bamboo and terrazzo, as well as handcrafted finishes. Floor-to-ceiling glass provides views of the ocean, while private pools connect the indoor and outdoor spaces.
Artworks and design pieces are also incorporated into each villa, reflecting the resort’s Creative Living concept and extending the art experience into the accommodation.
Guests can choose from Beach Villas, Water Villas and multi-bedroom Residences, with options designed for couples, families and groups. The larger residences provide additional living areas, pools and facilities for guests seeking more space and privacy.
Each villa is supported by a dedicated Jadugar, a term used by the resort to describe its butler service. The Jadugar assists guests throughout their stay by arranging dining experiences, island activities, celebrations and other personalised services.
Guests are also provided with bicycles to explore the island’s pathways, gardens and viewpoints.
JOALI Maldives said the awards reflected the work of its team and the support of its guests, partners and wider community. The resort also said it would continue developing experiences focused on creativity, wellbeing and connection.
The recognition adds to JOALI Maldives’ position within the Maldives’ luxury resort sector, where its art-led design and Creative Living philosophy form the basis of its guest experience.
Lily Beach Resort & Spa has announced a culinary collaboration with Chef Grégoire Berger, chef and co-owner of the Dubai restaurant Kraken.
Known for progressive French cuisine influenced by the ocean, Berger has received a Michelin star in the Michelin Guide Dubai from 2022 to 2024. His restaurant has also been included among the World’s 50 Best Restaurants, while his work has received recognition through several international culinary awards.
Berger’s approach draws on the sea as a source of ingredients, ideas and presentation. His menus combine French culinary techniques with marine influences, with each dish developed around a narrative connected to the ocean.
As part of his visit to Lily Beach in August 2026, Berger will host a fine-dining dinner for a limited number of guests. He will also introduce a signature dish at AQVA Bar & Restaurant during the collaboration.
The programme forms part of Lily Beach’s efforts to expand its culinary offering and introduce visiting chefs and dining concepts to guests in the Maldives.
Located in South Ari Atoll, the resort will provide guests with an opportunity to experience Berger’s cuisine within its all-inclusive hospitality concept. The collaboration will combine his Michelin-recognised approach with the resort’s existing food and beverage programme.
Lily Beach Resort & Spa has established its hospitality offering around its premium all-inclusive model, supported by a range of dining venues. Its restaurants offer overwater dining, international buffet selections, seafood and Asian-inspired dishes.
The resort’s culinary programme is supported by the Platinum Plan, an all-inclusive package that includes dining experiences, a selection of wines and spirits, excursions and personalised services.
Through the collaboration with Berger, Lily Beach aims to add another dining experience to its guest programme while continuing to develop its position within the Maldives’ luxury hospitality market.
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