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.’
The Indian Ocean provides consistent surf conditions throughout the year, but each September, Four Seasons Resort Maldives at Kuda Huraa hosts the Surfing Champions Trophy at the Sultans break. The event is scheduled to return from 4 to 11 September 2026, bringing together professional surfers, guests and spectators.
Now in its 14th edition, the Surfing Champions Trophy is an invitation-only event featuring professional surfers competing across three board disciplines: single fin, twin fin and thruster. The competition takes place at Sultans, a reef break in North Malé Atoll, with Four Seasons Resort Maldives at Kuda Huraa serving as the base for participants, officials and attending guests.
The line-up for the 2026 edition will be announced in stages in the coming months.
The event was first held in 2011, with Mark Occhilupo winning all three divisions and the Grand Champions Final. Since then, previous winners have included Damien Hardman (2012), Taylor Knox (2013), Dave Rastovich (2014), Shane Dorian (2015), Taj Burrow (2016, 2017 and 2024), Josh Kerr (2018 and 2019), Kelly Slater (2022), and Joel Parkinson (2023).
Over the years, the competition has also featured a range of international surfers, including Carissa Moore, Maya Gabeira, Tom Curren, Rob Machado, Layne Beachley, Bethany Hamilton, Mikey February, Jeremy Flores and Jadson Andre.
The 2025 edition saw Tahitian surfer Michel Bourez secure victory despite sustaining a hamstring injury during the event. He won both the thruster division and the Grand Champions Final, achieving the only perfect score of the competition in the closing moments of the final. Other participants included Owen Wright, Jesse Mendes, Craig Anderson and Maldivian wildcard Ismail Rasheed.
In parallel with the event, the resort offers the “Surf’s Up” package, which includes coaching sessions with Tropicsurf professionals, guided surf trips, daily yoga sessions, spa treatments, and accommodation with transfers. The package is available to guests seeking to participate in surf-related activities during the event period.
Updates on the 2026 competition, including participant announcements, will be released through official channels of the Surfing Champions Trophy and Four Seasons Resort Maldives at Kuda Huraa.
JOALI has announced a partnership with retired footballer Fara Williams, who will visit JOALI Maldives and JOALI BEING this April to lead a series of football-related activities for guests and the local community.
Fara Williams is among the most capped players in English football history, with 172 international appearances for the England women’s national team. Over the course of her career, she represented clubs including Chelsea and Charlton Athletic, and captained Everton to victory in the Premier League Cup in 2008 and the FA Women’s Cup in 2010.
As part of the initiative, Williams will host a football workshop for girls from Dhuvaafaru Island on 11 April 2026. The session is intended to support the development of women’s football in the Maldives and reflects JOALI’s engagement with communities in Raa Atoll.
In addition, family-focused football sessions will be held for resort guests on 13 April at JOALI Maldives and on 17 April at JOALI BEING. These sessions will provide children and families with the opportunity to participate in football activities guided by Williams.
JOALI Maldives offers villas starting from USD 3,256 per night for two guests sharing a Water Villa with Pool on a bed and breakfast basis. At JOALI BEING, villas start from USD 3,162 per night for two guests sharing an Ocean Pool Villa on a bed and breakfast basis.
Grand Park Kodhipparu Maldives has unveiled Moon Over Kodhipparu, a month-long programme of curated lunar-inspired experiences scheduled to take place throughout May 2026. Drawing on the natural rhythm of the moon, the resort invites guests to experience the Maldives through a series of immersive activities designed to foster connection to self, others, and the surrounding island environment.
Set against the Indian Ocean, the programme structures each significant lunar phase as a distinct experiential segment. The Flower Full Moon at the beginning of the month introduces a theme of renewal, with activities including guided sound healing sessions, sunset cruises that extend into moonlit lagoon journeys, and oceanfront dining experiences.
Midway through the month, the Super New Moon presents a contrasting focus on stillness and reflection. Guests are invited to participate in beachside wellness sessions, starlit cruises under dark skies, and night fishing experiences guided by the natural rhythm of the sea.
The programme concludes with the Blue Moon on 31 May, marked by a series of experiences centred on celebration and connection, including couples’ spa treatments, lagoon cruises, and curated dining experiences under moonlight.
In addition to these key lunar events, the programme runs throughout May with a range of experiences integrated into the resort offering. Evening options include private beach lounge settings illuminated by lanterns, alongside a selection of botanical cocktails reflecting the changing tones of the night sky. The resort also offers tailored private dining and proposal arrangements, as well as a Mother’s Day concept that enables guests to arrange personalised experiences for travelling family members.
The programme reflects a broader trend in luxury travel towards experience-led stays. At Grand Park Kodhipparu Maldives, this is reflected through the integration of wellness, dining, and ocean-based activities into a structured programme designed to create continuity across the guest experience.
Guests are able to access the programme through the resort’s “Night on Us” offer, available for bookings made until 30 April 2026. The offer includes two complimentary nights on a six-night stay, allowing guests additional time to engage with multiple phases of the programme. It is valid for stays through 31 October 2026.
Located approximately 20 minutes by speedboat from Velana International Airport, Grand Park Kodhipparu Maldives offers overwater villas, a house reef, and a range of curated experiences that reflect the natural and cultural setting of the Maldives.
Through Moon Over Kodhipparu, the resort continues to expand its experience offering by aligning guest activities with natural cycles and structured programming.
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