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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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Siyam World Maldives to host multitude of Spring Football Camps by international legends

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As part of its ongoing line-up of five-star experiences, Siyam World Maldives kicked off a series of unforgettable spring football camps featuring star players Wayne Bridge, Adrian San Miguel Castillo, Francesco Totti, and Michael Owen.

With Spring symbolizing new beginnings, Siyam World Maldives encouraged guests to let their football skills blossom over a series of football camps at its state-of-the-art sports complex and FIFA size soccer pitch at The World Sports Arena. Participants enjoyed world-class coaching and immersive experiences designed to enhance their football techniques and passion for the sport.

The action-packed schedule began with Spanish goalkeeper Adrian San Miguel Castillo, who graced the sandy shores from 19th to 23rd March. Adrian, a key player for Liverpool FC and the Andalusia National team, helped younger guests understand how to deal with pressure and develop key life skills, including a performance mindset.

Next on the roster was Wayne Bridge, the renowned English left-back, who returned to Siyam World for a second time already, from 22nd to 31st March. With his infectious energy and wealth of experience from clubs like Chelsea and Manchester City, Wayne inspired guests to “tackle” challenges head-on and score big on and off the field.

Following Wayne’s lead was the legendary Francesco Totti, lighting up Siyam World for a second time as well, from 28th March to 4th April. Known for his flair and loyalty to AS Roma, Totti brought a touch of Italian passion to the Maldives, teaching participants the art of precision and creativity in football.

Once described by Maradona as “the best player he has ever seen”, the gifted World Cup winner and legendarily loyal one-club player (AS Roma) will be on hand to help holidaymakers hone their football skills and play to their full potential.

Closing out the star-studded lineup was Michael Owen, the youngest-ever Ballon d’Or winner, who graced Siyam World from 1st to 5th April as part of the recently announced partnership with Football Escapes. Michael’s lightning-fast moves and goal-scoring prowess electrified the pitch, inspiring a new generation of football stars. Throughout the action-packed week, participants savored daily football sessions led by Owen, a team of UEFA-licensed coaches, and internet sensation Eman – popularly known as SV2 from his viral YouTube skills videos.

Dressed in their personalized Rascal training kits, young players aged from five to 15 seized the perfect opportunity to refine all aspects of their game, from tactics to technical skills. To add to the holiday experience, families enjoyed a memorable parents’ match, providing moms and dads with a chance to showcase their skills on the pitch.

Later this year, and in collaboration with Football Escapes, Rio Ferdinand will also be hosting a football camp from 28 October to 1 November. One of the most decorated English footballers of all time and famous for being one of world’s best defenders, Ferdinand will be bringing the skills he learned whilst playing for West Ham, Manchester United and Leeds United plus the England national team.

Ausy Waseem, Resort Manager at Siyam World highlights: “At Siyam World, we are undoubtedly a paradise for sports enthusiasts, offering exceptional facilities for both water and land sports. My passion for football, which began in childhood collecting jerseys of football legends, is embodied in our FIFA-regulation football field. We host many football aficionados, including owners of prized jerseys and past champions who still share a deep love for the game. Siyam World is where sportsmanship thrives, providing an unparalleled destination for active travelers.”

The incredible resort has had the pleasure of hosting several other esteemed football legends. Italian champions Nicola Ventola graced the resort in January, while Bobo Vieri and Marco Materazzi also showcased their skills on the pitch. Joining them were players like Juan Sebastián Verón, Esteban Cambiasso, Roberto Pires, Eric Abidal, Carlos Puyol, and Jay Jay Okocha, creating an unforgettable lineup of football stars at Siyam World.

For the full holiday experience, Siyam World ensures guests have as much fun off as on the pitch. The unapologetically quirky, all-embracing five-star all-inclusive island destination transcends cultures and borders to offer guests an ever-expanding array of ‘never-seen-before’ experiences – from the Indian Ocean’s biggest floating water park to the Maldives’ first resort horse ranch. The natural 54-hectare island resort boasts an enticing variety of 16 accommodation categories ranging from 89 to 3,000 square metres, from lush Pool Beach Villas, expansive Beach Suites and breathtaking Beach Residences, to playful overwater Villas complete with irresistible water slides. An exclusive enclave, The Residences at Siyam World, also features stunning Grand Water Pavilions and 1–4-bedroom residences with private pools. All accommodation types overlook the pristine Maldivian waters, come with direct access to the ocean and feature generously proportioned indoor and outdoor living spaces with private pools.

Siyam World, Maldives is located in the popular Noonu Atoll, a mere 40 minutes’ direct seaplane ride from Velana International Airport, and also accessible via a 30-minute domestic flight to Maafaru Airport followed by a 10-minute speedboat trip.

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Conrad Maldives Rangali Island welcomes Ministry of Crab for exclusive pop-up culinary experience

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Conrad Maldives Rangali Island is to collaborate with the internationally acclaimed Ministry of Crab for an exclusive culinary pop-up event from 21st to 22nd April. Ministry of Crab will take over the popular Ufaa by Jereme Leung restaurant where both teams will work alongside each other in creating an unparalleled dining experience, blending innovative culinary techniques with the freshest ingredients.

The specially curated set menu for the pop-up event features a selection of dishes meticulously designed to highlight the majestic mud crabs and giant freshwater prawns of Sri Lanka. Guests can look forward to starting with a creamy Crab Liver Pâté, followed by an Avocado Crab Salad, and moving on to the main courses including the famed Pepper Crab and Garlic Chili Prawn. Each dish is thoughtfully paired with sides that complement and enhance the main ingredient. The experience culminates with a Coconut Crème Brûlée, offering a sweet end to the gastronomic adventure.

Founded in 2011 by the celebrated Chef Dharshan Munidasa, along with cricket legends Mahela Jayawardena and Kumar Sangakkara, Ministry of Crab has been a culinary beacon in Sri Lanka, known for its commitment to the highest quality ingredients and a bold no-freezer policy. Its flagship restaurant in Colombo has been recognized among Asia’s 50 Best Restaurants for eight consecutive years, underscoring its dedication to culinary excellence.

This unique pop-up event marks a celebration of exceptional culinary craftsmanship and the shared values of Conrad Maldives Rangali Island and Ministry of Crab in delivering memorable dining experiences. An exclusive culinary journey, blending the art of cooking with the natural beauty of the resort and its renowned thoughtful service from the heart.

Conrad Maldives Rangali Island is part of Hilton Honors, the award-winning guest loyalty program for Hilton’s 22 world-class brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else and free standard WiFi. Members also have access to contactless technology exclusively through the industry-leading Hilton Honors mobile app, where Hilton Honors members can check-in, choose their room and access their room using Digital Key.

For reservations and more information, please visit www.conradmaldives.com or email MLEHI.Experiences@conradmaldives.com.

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Fun amplified: Hard Rock Hotel Maldives unveils Summer Camp-Cation 4.0

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This summer, Hard Rock Hotel Maldives is turning up the volume with the  launch of its highly anticipated Summer Camp-Cation 4.0. Combining the exhilaration of a family  vacation with an electrifying kids’ camp program, this annual event promises to be the ultimate holiday  experience for families seeking adventure and relaxation in one of the world’s most stunning  destinations. Play Hard, Pause Hard and embrace the Hard Rock lifestyle from the 1st of July to 31st of  August this year . 

Hard Rock Hotel Maldives, as a brand believes in living life to the fullest – whether it is grooving out  to your favorite tunes or soaking up the sun on pristine beaches. This Summer Camp-Cation embodies  the spirit of “Play Hard, Pause Hard,” offering families the opportunity to connect, recharge, and make  unforgettable memories together. 

It is also all about unleashing the inner Rock Stars of all the curious young guests head to the  Maldives on a holiday. From sports to arts and crafts, the Summer Camp-Cation features a diverse  range of activities designed to ignite the imagination and unleash the creativity of young rock stars.  Led by experienced instructors, kids can choose from three distinctive pillars of SPORTS, ARTS and  CRAFTS based on the diverse interests of each junior rock star. 

Sports Pillar is all about letting the little ones soar high with the Aerial Arts program, or mastering the  art of self-defense with Street Safe martial arts classes. 

Arts Pillar is for the art lovers to discover hidden talents with painting, music, and dance classes,  where budding artists can explore their passions and express themselves. 

Crafts Pillar is all about getting the hands dirty. From cooking to gardening to marine discovery, the  crafts program offers endless opportunities for kids to learn, create, and explore the wonders of the  Maldives. 

From aerial arts to marine biology, each day is packed with exciting activities for kids of all ages. Plus,  don’t miss out on the weekly events, including glow parties, bonfires, and talent shows where junior  rock stars can showcase their skills. 

While the kids are busy having the time of their lives, parents can unwind hard and recharge hard with  a range of relaxing activities, from spa days to beach lounging. With spacious guestrooms and  luxurious amenities, Hard Rock Hotel Maldives offers the perfect balance of excitement and relaxation  for the whole family. 

While the entire program is complimentary for all inhouse guests from the 1st of July till the 31st of  August, Hard Rock Hotel Maldives has also launched a brand new offer to complement the Summer  Camp-cation. Guests can now book the ultimate all inclusive family holiday in the Maldives with: 

• Free all-inclusive stay for junior rock stars 

• 50% off roundtrip airport transfer 

• Free upgrade to all-inclusive when booking full board meal plan 

• Extra 15% off for Hard Rock Unity Memebers 

• Valid for stays from 1st of May till 31st of August 2024 

For more information and bookings, visit www.hardrockhotels.com/maldives/

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