Luxury resort group’s expansion
Per Aquum, the luxury hospitality company has revealed a 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.
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 venture MHG and Universal are developing the brand to encompass at least five additional properties within the next five years. The new brand identity 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 concepts from the world's first underwater spa to the world's first underwater lounge.
Determined to maintain Per Aquum 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, 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 children’s club.
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 program targeting accommodation and selected public areas
Parallel with the launch of new itineraries and new experiences for guests as well as a new set of service standards, Per Aquum ‘s Dream Calendar is also evolving. Surging with originality under its new identity, Pulse is Per Aquum “sexclusive stream of avant-garde experiences from A-list affairs to intimate celebrations.
To find out more about the brand’s evolution and new identity go to peraquum.com
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