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PER AQUUM unveils new brand identity

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PER AQUUMMaldives.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.’

Huvafen FushiDetermined 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.’

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Michelin-starred Chef Karim Khouani to lead culinary residency at Sirru Fen Fushi

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Sirru Fen Fushi–Private Lagoon Resort, a member of The Leading Hotels of the World, continues its celebrated Sirru Icons Series with an exclusive culinary residency by acclaimed French chef Karim Khouani from 28 to 30 October 2026.

Chef Karim, a two-time Michelin-starred chef and recipient of four Falstaff forks, is recognised as one of the most exciting figures in contemporary Nordic gastronomy. Born in Marseille and now based in Copenhagen, where he is the owner and creative force behind Restaurant Texture, Karim has built an international reputation for combining the elegance of French haute cuisine with the purity, seasonality, and restraint of Nordic cooking.

Drawing on more than three decades of fine-dining experience and a career that has taken him through some of Europe’s most respected Michelin-starred kitchens, Chef Karim’s culinary philosophy is rooted in exceptional ingredients, technical precision, and a deep respect for flavour. His distinctive style, shaped by French, Mediterranean, and Nordic influences, has earned him recognition among discerning diners and critics alike.

Set within the tranquil surroundings of Sirru Fen Fushi’s natural island and one of the Maldives’ largest natural lagoons, the residency offers guests a rare opportunity to experience the cuisine of a celebrated Michelin-starred chef in an intimate and inspiring setting.

Six-Course Four Hands Dinner with Chef Karim Khouani and Chef Girish Sharma

On 28 October 2026, Chef Karim Khouani will join Sirru Fen Fushi’s Executive Chef Girish Sharma for an exclusive Six-Course Four Hands Dinner at Azure Restaurant.

Bringing together Chef Karim’s refined French-Nordic culinary philosophy with Chef Sharma’s globally inspired approach, the evening will showcase a carefully curated tasting menu celebrating craftsmanship, creativity, and exceptional ingredients. Set within Azure’s elegant overwater surroundings, guests will embark on a gastronomic journey that highlights the unique perspectives of both chefs through a series of beautifully composed dishes.

Chef Karim Khouani’s Signature Four-Course Dinner

On 30 October 2026, guests will have the opportunity to experience Chef Karim’s celebrated culinary style through an exclusive Four-Course Signature Dinner at Azure.

Thoughtfully designed to reflect his distinctive approach to contemporary gastronomy, the menu will showcase the harmonious balance between French culinary heritage and Nordic simplicity. Each course will highlight carefully selected ingredients, refined techniques, and the artistic presentation that have become hallmarks of Chef Karim’s cuisine.

As part of the Sirru Icons Series, the residency reflects Sirru Fen Fushi’s commitment to bringing internationally acclaimed talent to the Maldives, creating meaningful experiences that connect guests with exceptional people, cultures, and ideas.

Surrounded by white sandy beaches, vibrant marine life, and the natural beauty of Shaviyani Atoll, Sirru Fen Fushi offers a distinctive blend of luxury, discovery, and authentic island experiences. Chef Karim Khouani’s residency promises an unforgettable celebration of gastronomy in one of the Maldives’ most inspiring destinations.

For further information and reservations, please visit sirrufenfushi.com or contact reservations@sirrufenfushi.com.

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Chef Jake Norman and Molly O’Donoghue join Niva Dhigali for November programme

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Niva Dhigali Maldives will welcome visiting chef Jake Norman and British pickleball champion Molly O’Donoghue for a curated programme of island experiences this November, bringing together dining and active wellbeing in the Maldives.

Norman began his culinary career making pizza in the markets of Guadalajara, Mexico, before working in several London restaurants, including St John, Ottolenghi and Sabor. He now leads the kitchen at Updown Farmhouse in Kent, where his cooking focuses on seasonal ingredients, live-fire techniques and Mediterranean influences.

On 18 November, Norman will host an exclusive dinner at Faru, presenting a menu that combines Mediterranean flavours with influences from Mexico and the Middle East, while incorporating ingredients sourced from the Maldives.

The shared dining experience will feature Indian Ocean produce, grilled dishes and smoky flavours, with a menu designed to reflect the setting and encourage guests to dine at a relaxed pace.

The programme will also include pickleball sessions hosted by British champion Molly O’Donoghue. A national champion in mixed and women’s doubles, as well as a European champion in mixed doubles, O’Donoghue first discovered the sport while studying in Australia. She has since competed internationally and worked to introduce the sport to players around the world.

At Niva Dhigali, O’Donoghue will conduct beginner sessions and advanced coaching, giving guests of different skill levels the opportunity to learn, play and develop their technique.

Located in Raa Atoll, Niva Dhigali Maldives is surrounded by tropical vegetation, a lagoon and the Indian Ocean. The November programme, featuring Norman’s dining experience and O’Donoghue’s pickleball sessions, forms part of the resort’s approach to offering guest experiences centred on food, wellbeing and the island environment.

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Meditation

Imron Zulfikar returns to Niva Kuramathi Maldives for festive wellness residency

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As the festive season casts its gentle glow, Niva Kuramathi Maldives is set to welcome the return of acclaimed holistic wellness practitioner Imron Zulfikar. From 16 December 2026 to 2 January 2027, guests are invited to embark on a transformative journey, immersing themselves in bespoke wellness journeys designed to restore harmony and vitality under the guidance of a true master of holistic health.

During his residency, Imron will offer a curated selection of signature therapies designed for lasting wellbeing. Experience the Functional Alignment Massage, a 90-minute restorative bodywork session that combines therapeutic massage, Thai stretching, and body mechanics to improve posture, release chronic tension, and enhance mobility. For pain relief, the Radiant Heat Deep Release offers an advanced treatment using deep tissue massage and infrared heat to soften tension, improve circulation, and accelerate recovery, with acupuncture available to enhance results.

Restore your inner harmony with the Chakra Balance Treatment, a 90-minute journey that begins with a mental wellness consultation and unfolds with crystal healing, guided meditation, and a soothing massage to align body, mind, and spirit. For a focused and powerful renewal, the 45-minute Yoga Intestinal Detox Therapy offers a guided practice of specific yoga movements and mineral-balanced hydration to support health.

Facial Rejuvenation

Indulge in rejuvenating facial treatments designed to illuminate your skin from within. The Accu Glow Facial is a refined 90-minute treatment using facial acupuncture and a bespoke skincare ritual to stimulate collagen, leaving skin firmer, brighter, and with a youthful glow. The Radiant Crystal Lift Facial provides a gentle 60-minute experience, combining infrared light with a Rose Quartz massage to enhance lymphatic drainage, soften tension, and promote a luminous, healthy glow.

Private Movement Classes:

Imron will also lead private sessions in Therapeutic Yoga, Body Alignment, Mat Pilates, and Personal Training. Guests are also invited to join a series of rejuvenating group classes designed to elevate vitality and inspire a sense of renewal.

Imron brings over a decade of expertise as a wellness lifestyle coach and holistic fitness specialist. His integrative methods, encompassing acupuncture, tension release, yoga, and Pilates, offer a comprehensive approach to emotional wellbeing and mobility. His intuitive healing and unwavering professionalism have earned the trust of high-profile clients worldwide, including Serena Williams, Emma Watson, and Richard Branson, who described him as having “golden hands.”

For more inspiration, please visit www.nivakuramathi.com.

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