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.’
Cooking
Michelin-starred Chef Rico Birndt to lead culinary residency at JW Marriott Maldives Resort & Spa
The essence of the Bavarian Alps meets the pristine shores of the Shaviyani Atoll as JW Marriott Maldives Resort & Spa partners with Michelin-starred and Green Michelin-starred Chef Rico Birndt for a spectacular culinary residency. On October 24,2026, guests are invited to “Savour the Moment” through an intimate dining experience that bring his acclaimed, eco-conscious artistry to the Maldives for the very first time.
Chef Birndt, the visionary behind Lake Chiemsee’s acclaimed Restaurant June, is renowned for creating contemporary, regionally rooted cuisine shaped by the natural rhythms of nature. As a recipient of both a Michelin Star for culinary excellence and a prestigious Green Michelin Star for his outstanding commitment to sustainability, his philosophy is anchored in a deep respect for seasonal cycles and zero-waste gastronomy.
Chef Birndt, the visionary behind Lake Chiemsee’s acclaimed Restaurant June, is renowned for creating contemporary, regionally rooted cuisine shaped by the natural rhythms of nature. As a recipient of both a Michelin Star for culinary excellence and a prestigious Green Michelin Star for his outstanding commitment to sustainability, his philosophy is anchored in a deep respect for seasonal cycles and zero-waste gastronomy. His kitchen relies on patience, fermentation, and meticulous craftsmanship. Herbs and vegetables grow directly on his restaurant’s terrace, developing depth and complexity through house-made miso, shoyu, and aging techniques. At JW Marriott Maldives Resort & Spa, this mindset perfectly matches the resort’s own JW Garden, a signature brand sanctuary where fresh produce, edible flowers, and tropical herbs are harvested steps from the kitchen. Together, the two entities celebrate a shared dedication to conscious luxury, bridging alpine clarity with island purity.
Guests are invited to experience an exclusive, one-night-only dining event at Kaashi Restaurant on October 24, 2026. Set high above the island canopy, this breathtaking treetop venue will play host to a special six-course set menu. Chef Rico will personally orchestrate a symphony of flavours, beautifully marrying the vibrant bounty of the Indian Ocean with his precise, ingredient-led alpine cuisine. Throughout the evening, Chef Rico will engage in live culinary storytelling, personally guiding the guests through the inspiration behind each creation while highlighting his eco-conscious sustainability practices and the mindful sourcing of every ingredient.
As part of this collaboration, Marriott Bonvoy members will also have the chance to bid for an exclusive Marriott Bonvoy Moments: a Two-Night Culinary Experience with Chef Rico Birndt and a Four-Night Stay at JW Marriott Maldives Resort & Spa from October 21 to 26, 2026, for the bid winner and their guest. The immersive journey begins with an interactive Garden to Table cooking class utilizing fresh, estate-grown ingredients, followed by an intimate lunch where Chef Rico will share the unique stories, inspirations, and philosophy behind his signature dishes. The highlight of the experience is an exclusive 10-course wine-pairing dinner on October 23, personally presented by Chef Rico at RIHA. RIHA—meaning “curry” in Dhivehi, is the resort’s intimate, open-air destination dining concept, blending heritage flavors with modern culinary artistry in a secluded beachfront setting.
This ultimate Maldivian getaway also includes two nights in a luxurious Overwater Pool Villa and two nights in a Beach Pool Villa, daily breakfast at Aailaa, a rejuvenating 50-minute Aromatherapy Ritual at the Spa by JW, and shared seaplane transfers from Velana International Airport—masterfully combining culinary discovery with indulgent relaxation.
“I am incredibly excited to bring the culinary philosophy of Restaurant June to the JW Marriott Maldives Resort & Spa,” says Chef Rico Birndt. “Modern luxury lies in authenticity and a true connection to the land. Bringing our approach to fermentation and garden sourcing to an environment as beautiful as the island allows us to create imaginative creations infused with local ingredients, crafted to surprise and delight our guests.”
“This collaboration with Chef Rico Birndt reflects our deep commitment to mindful luxury, holistic well-being, and culinary excellence,” says Mohit Dembla, General Manager. “We are thrilled to invite our guests to be wholly present for this journey, to connect with the story behind each ingredient, and to experience the thoughtful, sustainable hospitality that defines the JW Marriott brand.”
Tucked away in the tranquil Shaviyani Atoll, JW Marriott Maldives Resort & Spa is a multigenerational sanctuary where comfort, creativity, and exceptional service come together seamlessly. From curated experiences to thoughtful touches throughout, every stay is designed to inspire connection and lasting memories.
For more information, please visit the resort’s website.
Family
Outdoor adventures, football sessions planned for Velaa Kids Week
Velaa Private Island will host Velaa Kids Week from 3 to 9 August 2026, bringing together outdoor activities, team challenges and sports sessions for young guests.
The programme will be delivered in partnership with Sharky & George, which specialises in activities and experiences for children. It has been designed to encourage creativity, curiosity and confidence through games and island-based exploration.
Activities will include outdoor adventures, interactive games, team challenges and opportunities to discover the resort’s natural surroundings. The programme will also provide children with opportunities to form friendships and develop teamwork skills during their stay.
World champion freestyle footballer Tobias Becs will join this year’s event, adding a sporting component to the programme. Becs will conduct sessions and demonstrations in which children can learn freestyle football skills, take part in physical activities and try new techniques.
His involvement is intended to introduce young guests to freestyle football in an accessible format, with sessions combining demonstrations, participation and play.
Velaa Kids Week forms part of the resort’s family programming and will offer a scheduled series of activities throughout the seven-day event.
Cooking
Japanese techniques meet Peruvian flavours in Tavaru’s new concept
Velaa Private Island has introduced a new dining concept at Tavaru, combining Nikkei cuisine with the restaurant’s teppanyaki experience.
The revised concept brings together Japanese cooking techniques and Peruvian flavours, with dishes prepared and presented in front of guests. Seasonal ingredients will form the basis of the menu, with an emphasis on freshness and live preparation.
Under the new format, guests will be able to curate their own menu according to their tastes and preferences. The resort said the approach is intended to provide a more personalised dining experience while retaining teppanyaki as the central element of the meal.
The concept reflects the foundations of Nikkei cuisine, which developed through the interaction of Japanese culinary traditions and Peruvian ingredients. At Tavaru, these influences will be incorporated into dishes prepared at the teppanyaki counter.
Tavaru is also one of Velaa Private Island’s landmarks. The structure rises 22 metres above the island, with 110 steps leading to its dining space. Guests may also reach the restaurant by glass lift.
A wine cellar located beneath Tavaru houses more than 1,000 labels, including vintages and bottles sourced from several wine-producing regions. The resort describes it as one of the largest collections of its kind in South Asia.
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