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.’
Cooking
W Maldives welcomes acclaimed ‘Dessert King’ Reynold Poernomo for Flavours Unscripted culinary takeover
W Maldives is turning up the flavor dial this August with a high-profile culinary collaboration that is equal parts bold, artful, and wildly indulgent. As part of the resort’s Dare To Taste programming under the Flavors Unscripted series, W Maldives will welcome acclaimed chef and culinary creative Reynold Poernomo for a two-part takeover on August 10 and 12, 2025. This exclusive collaboration is set to redefine island dining—one plate at a time.
Born in Indonesia and raised in Sydney, Chef Reynold is no stranger to pushing culinary boundaries. A self-taught prodigy who rose to fame as a finalist on MasterChef Australia, he quickly became known as the nation’s “Dessert King” for his intricate, art-driven creations. In 2016, he co-founded KOI Dessert Bar with his family, which has since become one of Sydney’s most iconic culinary destinations with a cult following. The brand expanded in 2017 with KOI Dessert Kitchen, a production space that also hosts exclusive masterclasses and guest chef collaborations. Reynold’s approach to food is anything but ordinary—his plates are immersive, imaginative, and unapologetically bold. This August, he brings that same creative fire to W Maldives.
The main event unfolds on August 12, when guests will have the rare opportunity to experience Chef Reynold’s culinary artistry firsthand at FISH, the resort’s signature overwater venue renowned for its sustainable ocean-to-table fine dining. For one night only, Chef Reynold will present a specially curated three-course dinner inspired by island ingredients, global technique, and his unmistakable visual flair. Guests can expect bold plating, layered flavors, and a few unexpected turns—this is Reynold unleashed, Maldives-style.
As part of this exclusive collaboration, W Maldives presents Marriott Bonvoy Moments–a once-in-a-lifetime experience for members to bid on a Private Castaway Dining Experience with Chef Reynold, paired with a luxurious four-night villa stay in a Premier Overwater One-Bedroom Villa from August 9 to 13, 2025. The package includes roundtrip shared seaplane transfers from Velana International Airport, daily breakfast, and a one-time signature treatment at AWAY Spa for the bid winner and their guest.
The highlight of the stay begins on August 10, with an intimate starlit dinner on Gaathafushi, W Maldives’ private castaway island, where Chef Reynold will personally host and curate a bespoke tasting menu. On August 12, the duo will receive front-row seats to his culinary showcase at FISH. With only one package available, anticipation is high and competition will be fierce.
To mark the collaboration, Chef Reynold will also unveil an exclusive signature dessert, created just for W Maldives and available on the menu for six months following his visit. Daring, decadent, and destined to be the most photographed dish on the island, it is a lasting tribute to this unforgettable partnership.
“There’s something electric about the Maldives—its textures, its moods, its light,” said Chef Reynold Poernomo. “This menu is my response to that. A dreamscape of flavor brought to life through technique, imagination, and a little island heat.”
Amila Handunwala, General Manager of W Maldives, added, “At W Maldives, we’re all about pushing boundaries—on the plate, behind the bar, and in the guest experience. Reynold brings a daring, creative energy that aligns perfectly with our vision. This isn’t just a dinner; it’s a story told in flavor.”
This collaboration is part of Flavors Unscripted, W Maldives’ platform for culinary expression where global tastemakers meet untamed island creativity and nothing is ever scripted. It is food without rules. Flavor without borders.
Tucked away in the heart of the North Ari Atoll and a 25-minute scenic seaplane journey from Velana International Airport, W Maldives is a bold luxury escape featuring 77 private villas—each with a plunge pool and unobstructed access to the Indian Ocean. Following a recent design refresh, the resort seamlessly blends contemporary luxury with the island’s raw natural beauty.
Members can now bid for a Private Castaway Dining Experience with Chef Reynold Poernomo and a four-night stay at W Maldives until July 21, 2025 through Marriott Bonvoy Moments.
Guests looking to stir things up in paradise can book the Stay, Dine, and Fly package, which includes daily breakfast, a three-course dinner, and roundtrip seaplane transfers. For more information, visit www.wmaldives.com or contact reservations.wmaldives@whotels.com.
JOALI Maldives has been named the #1 Resort in Asia and #7 Resort in the World in the prestigious Travel + Leisure World’s Best Awards 2025, reaffirming its place as one of the leading luxury destinations globally and the hallmark of excellence of the Maldives.
Each year, Travel + Leisure readers rate the world’s most exceptional hotels based on rooms and facilities, location, service, food, and overall value. JOALI Maldives’ consistently high ratings reflect an enduring commitment to thoughtful luxury and heartfelt guest experiences.
With an outstanding score of 99.46 this year, the resort stands among the highest-rated properties in the world in this year’s Travel + Leisure World’s Best Awards. Guests praised every element of the experience, from the design of the villas to the warmth of the service, with one reader declaring Saoke, the resort’s signature Japanese restaurant, as “the best food in the world.” This level of acclaim reflects not only exceptional facilities, but also the resort’s unwavering commitment to curating personalised, soulful journeys for every guest.
This award adds to an ever-growing list of honours for the resort. JOALI Maldives has proudly upheld Forbes Five-Star status consecutively, has been celebrated in the Condé Nast Traveller Readers’ Choice Awards most recently as the #1 Resort in the Indian Ocean, and continues to earn praise in Tripadvisor’s Travellers’ Choice Awards and previous editions of Travel + Leisure’s World’s Best.
“We are truly humbled by this recognition from Travel + Leisure readers,” says Shifaz Hassan, General Manager of JOALI Maldives. “It’s especially meaningful because it comes from our guests — many of whom return year after year, sharing heartfelt feedback about our island. Our team works with quiet dedication to anticipate needs, honour privacy, and create moments of true joy. The recognition reflects the connections we have built with our guests, and I am immensely proud of this achievement”
A beacon of creativity and conscious living in the Maldives, JOALI continues to elevate luxury hospitality by meaningfulness, beauty, and soul.
Villa Resorts has been recognised in the TopHotels “Top 100 Hotels of the Year 2024” list, with two of its properties, Villa Park and Villa Nautica, featured among the highest-rated hotels based on guest reviews from Russia and the CIS.
TopHotels is one of the most widely used hotel review platforms among Russian-speaking travellers, and its annual ranking reflects feedback from thousands of verified guests. Earning a place in this list highlights the strong appeal of Villa Resorts’ offerings in these markets and the high level of satisfaction experienced by guests throughout the year.
Villa Park, located in South Ari Atoll, is well known for its lush landscapes, vibrant marine life, and wide range of activities suited for families, couples, and nature enthusiasts. Villa Nautica, situated near Malé, offers a more energetic island setting with beachfront villas, lively experiences, and a relaxed yet refined atmosphere.
While each resort offers something unique, both share the brand’s signature focus on heartfelt service, comfortable luxury, and a strong sense of place inspired by the Maldives.
This recognition reflects Villa Resorts’ longstanding relationship with guests from Russia and the CIS. The brand has continually invested in understanding the needs of these travellers, offering multilingual support and culturally considerate service across its properties.
With roots in the Maldives since the early 1980s, Villa Resorts remains one of the country’s most established hospitality brands. This recent acknowledgment from TopHotels reinforces its position as a trusted choice for international travellers seeking authentic island experiences grounded in comfort, care, and connection.
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