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.’
Featured
World Art Day inspires new Graffiti Club at InterContinental Maldives Maamunagau Resort
InterContinental Maldives Maamunagau Resort has launched the Graffiti Club to mark World Art Day, introducing a team-led initiative focused on artistic expression, collaboration and storytelling through art.
The resort said the initiative brings together more than 18 team members from across different departments, reflecting a shared interest in creativity. As part of the project, selected back-of-house spaces have been turned into canvases, transforming staff areas into spaces for artistic work.
Inspired by the natural environment of the Maldives and the Maamunagau lagoon, the first set of artworks features marine life such as manta rays, whale sharks and sea turtles. The resort said the designs reflect the biodiversity of the destination and its connection to the surrounding ocean. Additional artwork is also being developed as the project continues.
InterContinental Maldives said the initiative is rooted in its brand culture and service philosophy, Inspire Incredible, and is intended to support creativity, collaboration and self-expression among team members.
Renuka Gupta, cluster director of learning and development, said creativity exists in every individual, regardless of role or background. She said the initiative was created to provide team members with a space to express themselves, connect with colleagues and contribute to the environment in which they work each day.
The resort said the Graffiti Club forms part of its wider approach to workplace culture, with a focus on creativity, wellbeing and personal expression alongside the guest experience.
Featured
Holiday Inn Resort Kandooma Maldives reinvests waste recovery proceeds into sustainability
Holiday Inn Resort Kandooma Maldives has completed its first quarterly waste collection of the year in partnership with Secure Bag Maldives, as part of the resort’s sustainability programme.
The resort said the latest weigh-in and collection reflected the progress of a partnership launched in August last year, under which discarded materials are recovered, processed and returned to the supply chain as new products.
Secure Bag Maldives operates with a focus on repurposing, reusing and reselling materials through sustainable lifecycle solutions. Holiday Inn Resort Kandooma Maldives said the partnership supports its environmental goals and aligns with IHG Hotels & Resorts’ Journey to Tomorrow framework.
Sharon Garrett, director of marketing and sustainability at Holiday Inn Resort Kandooma Maldives, said both Secure Bag and the resort’s team believed that most resources retained value beyond their initial use. She said materials that might otherwise be discarded were being transformed through recovery methods into sustainable products.
Garrett said that while receiving payment for waste might appear unusual, the model was widely used internationally and reflected a shift towards circular resource management. She added that the resort was encouraged to see the approach gaining ground in the Maldives.
Through the partnership, the resort said it is able to manage a range of materials including metals, baled paper, batteries, motors, crushed glass, aluminium cans, air-conditioning components, used lubricants and cooking oils. These materials are sorted on the island before collection, with returns based on volume and category.
Garrett said she and the resort’s sustainability officer, Krisel, were encouraged by the volume of waste being diverted from landfill.
Over the past three months, the resort collected 3.7 tonnes of iron scrap, 1.4 tonnes of motor and compressor components, 544 kilograms of aluminium cans, 565 kilograms of air-conditioning parts, and 3,200 litres of used lubricants and cooking oils.
The resort said the initiative helps reduce environmental impact while supporting a circular economy in which materials are reused and assigned further value. Funds generated during the quarter totalled US$1,700, or MVR 26,592, and will be reinvested in sustainability initiatives on the island.
Holiday Inn Resort Kandooma Maldives also encouraged guests and partners to learn more about its environmental work through the Kandooma Green Book, which is available online.
News
JW Marriott Maldives Resort & Spa celebrates Earth Day through spa and garden initiatives
At JW Marriott Maldives Resort & Spa, the natural world is never far away. The ocean is always visible. The garden is always in season. And the belief that true well-being begins with a deeper connection to the environment around us is woven into everything the resort does.
This Earth Day, that commitment finds a natural expression in two of the resort’s most beloved spaces: Spa by JW and the JW Garden. Together, they offer guests an unhurried opportunity to slow down, engage the senses, and spend the day in closer conversation with the island around them, through the quiet ritual of a hand-blended skincare masque and the grounded pleasure of cooking with ingredients gathered from the garden
Both experiences are guided by the same philosophy that underpins everything at JW Marriott: that genuine well-being is holistic, intentional and deeply connected to the world we inhabit.
Earth’ Radiance
Held within the serene surroundings of the Wellness Pavilion, Earth’s Radiance is a two-hour workshop that guides guests through the creation of their own bespoke skincare masque, blended by hand, using Earth’s finest natural ingredients, and tailored entirely to their skin and wellness needs.
Guided by the gentle expertise of Spa by JW artisans, guests are invited to pause and reconnect through a purposeful beauty ritual. This experience goes beyond the treatment room, offering a deep dive into the origins and skin-loving benefits of each hand-selected botanical. From the initial blending session to the restorative application in the Wellness Pavilion, every step is designed to foster a sense of quiet renewal. The ritual concludes with a gift, a take-home recipe and natural ingredients, allowing the tranquility of the Maldives to linger in the guest’s daily life.
From the Garden
The JW Garden stands as a flourishing heart at the centre of the island. From the peppery depths of Holy Basil to the bright, citrus notes of Lemon Basil, these botanicals form the soul of our garden-to-table philosophy, offering guests a fragrant journey through nature’s diverse palate. This Earth Day, the garden offers two experiences that together tell the full story of what it means to eat and drink with intention.
“These wellness-focused dishes are carefully crafted with local ingredients sourced within a zero-kilometre radius, highlighting the freshness of the Maldives and our passion for food and nature,” Executive Chef Bir Yadav said.
The Garden to Table experience begins with a guided walk through the JW Garden, led by Executive Chef Bir Yadav and the resort’s dedicated Herb Gardeners. Guests hand-pick the freshest herbs, fruits and vegetables of the season before moving to Aailaa restaurant, where Chef Bir leads a hands-on cooking class built entirely around what has just been gathered — paired with sustainably sourced seafood from the surrounding Indian Ocean waters.
Alongside Garden to Table, the resort introduces Garden to Glass, a natural extension of the JW Garden’s philosophy into the world of beverages. Led by the resort’s bar teams, this program invites guests to discover how the same herbs, fruits and botanicals growing in the garden can be transformed into nourishing garden tonics, botanical infusions, and thoughtfully crafted cocktails and mocktails.
Guests learn the techniques of cold pressing, botanical extraction and flavour pairing, working with lemongrass, passionfruit, tamarind, mango and other island-grown ingredients to create drinks that carry the story in every sip.
Earth Day is a moment to honour that connection in a more deliberate way. Through the Spa by JW workshop and the JW Garden experiences, guests are invited not simply to enjoy the island, but to engage with it. The reef, the garden, the ocean beyond: everything here is connected. Every experience curated at the resort is shaped by this awareness—a gentle, enduring commitment to living well and moving in harmony with the world around us.
For more information, visit the resort’s website.
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