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.’
Alila Kothaifaru Maldives invites guests to embrace the spirit of renewal with “Easter by the Tides,” a thoughtfully curated island celebration inspired by the rhythms of the ocean and the joy of togetherness. Set against the tranquil beauty of the Indian Ocean, the festivities blend culinary artistry, nature-led exploration, wellness rituals, and family-friendly experiences designed to create meaningful moments throughout the Easter season.
Rooted in Alila’s philosophy of purposeful living and connection to nature, the celebration unfolds through a series of immersive activities that encourage guests to slow down, reconnect, and experience the island in new and inspiring ways.
Guests can begin their days with mindful wellness sessions such as Tai Chi Breathing and morning yoga overlooking the sea, while marine-led experiences including coral planting and guided snorkeling invite them to discover the vibrant underwater world surrounding the resort.
Families and younger guests can also take part in playful Easter traditions with a tropical twist, including a snorkeling Easter egg hunt set within the island’s turquoise lagoon — a joyful moment of discovery that blends festive fun with the beauty of the ocean environment.
Culinary experiences form a highlight of the celebration, with special themed dining moments and sweet creations by World Champion Pastry Chef Rolf Mürner from Switzerland. Guests will have the opportunity to witness the artistry behind his celebrated chocolate craftsmanship and indulge in imaginative desserts inspired by the spirit of Easter.
“At Alila Kothaifaru Maldives, Easter is a meaningful time to celebrate renewal, connection, and shared moments in a setting shaped by nature,” said Thomas Weber, General Manager of Alila Kothaifaru Maldives. “With ‘Easter by the Tides,’ our team has created experiences that reflect the beauty and rhythm of island life while inviting guests to embrace the season with a sense of joy and discovery.”
The celebration is complemented by distinctive dining experiences across the resort’s restaurants, including a special Boat-to-Table BBQ at Seasalt, where fresh flavours and island-inspired cuisine take centre stage.
“Our culinary team wanted to capture the essence of Easter through creativity, craftsmanship, and flavour,” said Frank Wackerhagen, Executive Chef of Alila Kothaifaru Maldives. “From Chef Rolf Mürner’s exquisite chocolate creations to our Easter-themed dining experiences by the sea, every detail has been thoughtfully designed to create moments of delight for our guests.”
Blending nature, gastronomy, wellness, and family traditions, Easter by the Tides invites guests to celebrate the season in a way that feels both vibrant and serene — where every moment unfolds in harmony with the gentle rhythm of island life.
Canareef Resort Maldives marked International Women’s Day on 8th March with a meaningful celebration focused on wellness, mindfulness, and appreciation for women, aligning with this year’s global theme, “Give To Gain.” The resort organised a special complimentary Sunset Beach Yoga Session along with exclusive wellness offers to create a relaxing and empowering experience for guests.
The Sunset Yoga session, held at the beautiful Dhoni Bar Beach, invited guests and team members to unwind and reconnect with nature while enjoying the breathtaking Maldivian sunset. Set against the soothing sounds of the ocean and the warm glow of the evening sky, the session offered a perfect opportunity to practice mindfulness, improve well-being, and celebrate the spirit of togetherness.
The theme “Give To Gain” highlights the power of kindness, generosity, and support, emphasising that by giving to others and nurturing positive actions, individuals and communities can gain strength, happiness, and personal growth. Through this thoughtful initiative, Canareef celebrated the resilience, achievements, and contributions of women around the world.
Adding to the celebration, the resort’s spa also introduced a special International Women’s Day offer, providing a discount on all 60-minute massage treatments, allowing guests to indulge in a rejuvenating wellness experience and embrace the importance of self-care.
Participants enjoyed the tranquil yoga session and the calming atmosphere of the island, making the celebration both relaxing and inspiring. The event reflected Canareef Resort Maldives’ commitment to promoting wellness, inclusivity, and meaningful experiences for guests and team members alike.
By organising wellness-focused activities such as the Sunset Beach Yoga Session at Dhoni Bar Beach and offering special spa benefits, Canareef continues to highlight the importance of balance, appreciation, and well-being, while celebrating global occasions that bring people together in harmony.
Angsana Velavaru marked International Women’s Day with a heartfelt celebration honouring the remarkable women who contribute to the resort’s vibrant workplace and guest experiences.
The evening brought together team members for a warm and meaningful gathering focused on appreciation, connection, and recognition. Colleagues took the opportunity to acknowledge the dedication, strength, and contributions of the women who play an important role in shaping the spirit and success of the resort.
The celebration featured an intimate programme that included shared conversations, a ceremonial cake-cutting, and dinner together as a team. The occasion provided a moment to pause, reflect, and celebrate the inspiring individuals whose passion and commitment help create memorable experiences for guests each day.
“International Women’s Day is an important opportunity for us to recognise and celebrate the incredible women across our team whose dedication, resilience, and passion contribute greatly to our workplace and the experiences we create for our guests,” said Ahmed Zahir, General Manager of Angsana Velavaru.“We are proud to work alongside such inspiring individuals who continue to make a meaningful impact within our resort and our community.”
Through initiatives that encourage collaboration, growth, and wellbeing, Angsana Velavaru remains committed to fostering an inclusive environment where every team member feels valued and empowered.
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