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.’
Drink
Thundi Beach Bar debuts at OBLU NATURE Helengeli
Renowned as one of the Maldives’ most vibrant house-reef destinations, OBLU NATURE Helengeli by SENTIDO continues to attract divers and snorkelers from around the world. With direct access to thriving marine life, strong currents that draw pelagic species, and proximity to some of the atoll’s most sought-after dive sites, the island offers an immersive underwater experience for both seasoned divers and casual explorers alike.
Building on this exceptional positioning, the resort has unveiled Thundi Beach Bar, a tranquil new beachside addition designed for effortless relaxation and refreshment just steps from the shoreline.

Set between two stunning oceanfronts, Thundi Beach Bar offers a serene, barefoot retreat where guests can unwind while soaking in uninterrupted views of the Indian Ocean. Open daily from 10:00hrs to 13:00hrs and 15:00hrs to 19:00hrs, the bar presents a curated selection of beverages under the OBLU Island Plan™, including unlimited beers, wines, soft drinks, canned juices, tea, and coffee.
Perfectly positioned for convenience, Thundi Beach Bar is an ideal stop for guests enjoying Helengeli’s vibrant house reef. Whether returning from a snorkeling session or spending the day in and around the water, guests can easily drop by for a quick drink or refreshing pause without straying far from the beach.
Commenting on the launch, Alain Trefois, General Manager, shared: “At Helengeli, so much of the guest experience revolves around the ocean. Whether diving, snorkelling, or simply enjoying the reef. With Thundi Beach Bar, we wanted to create a space that feels naturally connected to these moments, offering guests a convenient and relaxed spot to pause, refresh, and continue their island journey without interruption.”

OBLU NATURE Helengeli by SENTIDO, an award-winning island resort, is located just a 50-minute speedboat ride from Velana International Airport. It offers 153 appealing villas, family-friendly amenities and private pool options. Guests stay on the OBLU Island Plan™, which curates a carefree, wholesome getaway with delectable world cuisine, wines and beverages, a nature-inspired kids club, unforgettable snorkelling, ELE|NA Ayur Spa, non-motorised watersports, ocean excursions and exciting daily and seasonal activities.
News
Pixie Lott to headline InterContinental Maldives’ New Year celebrations
InterContinental Maldives Maamunagau Resort has unveiled its 2026 festive programme, themed ‘12 Pearls of the Ocean’.

Inspired by the beauty and rarity of the ocean’s treasures, the concept invites guests on a festive journey, with each pearl revealing a new chapter of surprise, celebration, and discovery. Taking place from 20 December 2026 to 7 January 2027, the programme will feature an exceptional line-up of events, residencies, and special guest appearances.

Among the highlights of the season is an exclusive New Year’s Eve performance by internationally acclaimed singer-songwriter Pixie Lott. Set against the resort’s stunning backdrop, the chart-topping artist will welcome 2027 with her biggest hits and dynamic stage presence.

Other guest experiences include visiting holistic wellness practitioner Braj Raj Singh, whose expertise blends therapeutic healing traditions with modern practices to nurture physical balance, emotional clarity and overall wellbeing. For those looking to express their creativity, artist and scientific illustrator, Janavi Kramer, will bring the beauty of the underwater world to life through her intricate watercolour works, inspired by years of diving around the globe. Through art, conversation, and shared experiences, she will invite guests to connect more deeply with the extraordinary marine environment surrounding the resort.

Between 20 December to 7 January, 12 days will be dedicated to one of the 12 Pearls, unveiling a bespoke programme of entertainment and special events that invite guests to discover the magic of the Maldives through a collection of unforgettable festive moments. Experiences will be complemented by memorable Christmas events for all the family, a New Year’s Eve cocktail party and gala dinner, curated culinary journeys and immersive opportunities to explore the natural wonders of the Maamunagau Lagoon.

Please see the full schedule in the brochure here.
Awards
Soneva Fushi, Jani and Secret earn place on Forbes Travel Guide Edge List 2026
Soneva Fushi, Soneva Jani and Soneva Secret have been named to The Edge List 2026 by Forbes Travel Guide, a leading authority on luxury hospitality.
Now in its second year, The Edge List celebrates luxury experiences that inspire travellers to venture beyond the familiar. This year’s theme, Curated Journeys, celebrates hotels and cruises offering one-of-a-kind, multi-leg itineraries that immerse travellers in the culture, nature and character of awe-inspiring destinations.
Set on a natural island in the Maldives’ Baa Atoll, a UNESCO Biosphere Reserve, Soneva Fushi is the original Soulful Playground, where jungle villas disappear into the canopy and overwater retreats meet the reef at the edge of the Indian Ocean. Three decades on from pioneering barefoot luxury in the Maldives, the island’s commitment to protecting the biosphere it calls home remains a foundational pillar that infuses guest experience.
Spread across a leisurely five kilometres in the Noonu Atoll, Soneva Jani is the lifestyle-led Energyscape, where retractable roofs open overwater villas to the night sky and percussive pops hint at a game of tennis unfolding amid the greenery. From stargazing to Ayurvedic treatments, the resort choreographs its own kind of journey—as much about movement and adventure as it is about stillness.
Soneva’s most intimate expression, Soneva Secret is a hideaway in the remote Makunudhoo Atoll, at the Maldives’ western-most tip. With only 13 villas that blur the lines between indoors and out, it offers a rare kind of access: surrounded by untouched marine life, absolute in its seclusion, with no schedule to follow but the guest’s own.
“The places we remember are those that changed how we feel. Across Soneva Fushi, Soneva Jani and Soneva Secret, we create spaces, moments and experiences that connect our guests with what truly matters to each of them,” said Neil Gallagher, Chief Executive Officer of Soneva. “We are honoured to be recognised by Forbes Travel Guide for our commitment to innovation, stewardship and meaningful exploration.”
The Edge acronym represents: Exceptional Access to awe-inspiring destinations; Daring Innovation in providing boundary-pushing adventures and once-in-a-lifetime experiences; Global Stewardship with a prioritisation on conservation, minimising impact and care for the community; and Elevated Experience, delivering excellence even in secluded environments.
“Luxury travel today is defined not only by where you go, but by how thoughtfully the journey is crafted,” said Hermann Elger, CEO of Forbes Travel Guide. “The 2026 Edge List celebrates curated journeys that transform travel into something more meaningful, whether connecting guests across extraordinary destinations or revealing the many dimensions of a single place. We are proud to recognise the Soneva portfolio of resorts for crafting experiences that exemplify the art of exploration.”
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