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.’
VARU by Atmosphere has unveiled the Kaagé Progressive Maldivian Cookbook, bringing the flavours and culinary heritage of the Maldives to life through an immersive new experience. As part of the island experience, guests can enjoy private cooking masterclasses, offering a hands-on connection to authentic local flavours and the opportunity to take home the beautiful cookbook as a memento.
At Kaagé, the award-winning speciality restaurant, guests embark on a culinary journey through the history and traditions of the Maldivian islands. Time-honoured local recipes are paired with modern culinary techniques, allowing the distinctive flavours of the Maldives to be recreated in kitchens around the world.
Held on 20th August, the exclusive cookbook launch event brought together journalists, culinary influencers and resort guests, who joined the resort’s chef team for an interactive masterclass. The session explored local ingredients including skipjack tuna, coconut and fiery Scotch bonnet chillies, offering participants an authentic taste of Maldivian culinary traditions.
“These immersive cooking classes are now a permanent part of your resort experience. Kaagé is a tribute to the vibrant culinary identity of the Maldives,” says Maurice Van Den Bosch, General Manager at VARU by Atmosphere. “Through our cookbook and masterclasses, we invite you to connect deeply with island culture. We look forward to sharing these traditions with you.”
VARU by Atmosphere is a naturally Maldivian island escape in North Malé Atoll, just a 45-minute speedboat journey from Malé. Blending authentic Maldivian culture with contemporary elegance, the resort offers an intimate island experience centred around warm hospitality, vibrant dining, wellness and immersive experiences. From its distinctive overwater villas and unique overwater cellar to its island-inspired cuisine and commitment to sustainability, VARU by Atmosphere celebrates the essence of the Maldives while offering a refined and relaxed tropical retreat.
The Kaagé Progressive Maldivian Cookbook is available exclusively to participants of cooking masterclass. To discover more or reserve your spot, visit www.varu-atmosphere.com or contact reservations@varu-atmosphere.com.
Bestbuy Maldives (BBM) has presented a brand-new Honda Airblade motorbike to the winner of a lucky draw held to mark the opening of its newest wholesale outlet in Hulhumalé Phase 2.
The outlet, located at Lot 20286 on Nirolhu Magu, opened on 16 February 2026 as part of BBM’s expansion of its wholesale operations.
To celebrate the opening and thank customers for their continued support, BBM introduced a special lucky draw exclusively for customers who made purchases from the new outlet on its opening day.
Customers who purchased products during the opening were eligible to enter the draw, with a Honda Airblade motorbike offered as the grand prize.
The lucky draw was conducted on 13 August 2026, with Ibrahim Shifaz of Vagthun Vaguthah outlet selected as the winner.
Shifaz was recently presented with the ceremonial key to the Honda Airblade by AVS Subrahmanyam, Chief Operating Officer of Bestbuy Maldives.
The promotion formed part of BBM’s activities surrounding the opening of its Hulhumalé Phase 2 outlet, which provides customers with access to the company’s range of wholesale products from the growing residential and commercial area.
Bestbuy Maldives is a supplier and distributor serving businesses across the Maldives, including customers in the hospitality, food service and retail sectors.
SUSHISAMBA Dubai, the multi-award-winning dining destination perched 51 floors above The Palm Jumeirah, is taking its renowned energy to the shores of the Indian Ocean. From Friday, September 25 to Sunday, September 27 September 2026, SUSHISAMBA Dubai arrives at The Ritz-Carlton Maldives, Fari Islands for an exclusive three-night pop-up at EAU Bar, spotlighting Dubai’s thriving hospitality scene on an international stage.
Highlighting Dubai’s status as a global dining capital, this island takeover brings together two powerhouses of luxury hospitality. Running nightly from 7PM to 10PM with two dinner seatings, the pop-up features a curated dining experience led by Brand Chef Kitak Lee, brought to life by live performances from SUSHISAMBA’s iconic samba dancers, a signature element that made the venue one of Dubai’s most sought-after spots, for an unforgettable celebration by the sea.
Set against the pristine oceanfront backdrop of EAU Bar at The Ritz-Carlton Maldives, Fari Islands, a ultra-luxury resort known for its legendary Aris Meeha service, immersive Maldivian traditions, and world-class epicurean offerings across its island destinations, guests will experience SUSHISAMBA’s signature blend of Japanese, Brazilian, and Peruvian culture. The exclusive pop-up will feature a bespoke menu of signature dishes crafted with the highest standards of culinary artistry, complemented by SUSHISAMBA’s bar team serving craft cocktails infused with exotic ingredients.
“This collaboration marks an exciting milestone as we take the electric spirit and culinary excellence of SUSHISAMBA Dubai to one of the world’s most spectacular luxury destinations,” said Brand Chef Kitak Lee. “We look forward to bringing our signature blend of flavours, theatrical energy, and world- class hospitality to EAU Bar for three unforgettable nights.”
Whether dining under the stars or enjoying inventive mixology by the ocean, guests can expect an immersive journey defined by elevated dining, dynamic entertainment, and the unmistakable SUSHISAMBA spirit.
Event Details:
Venue: EAU Bar, at The Ritz-Carlton Maldives, Fari Islands
Dates: September 25–27 2026
Seating Schedule:
Friday, September 25:
- First Seating: 6:30 PM–8:30 PM
- Second Seating: 8:30 PM–10:30 PM
Saturday, September 26 & Sunday, September 27:
- First Seating: 6:30 PM–8:30 PM
- Second Seating: 8:30 PM–10:30 PM
For bookings and more information, please contact the reservations team at +960 400 0999 or maldives.reservations@ritzcarlton.com, or visit The Ritz-Carlton Maldives, Fari Islands website here.
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