Essque Zalu joins Per Aquum portfolio
Boutique luxury hotel Essque Zalu Zanzibar is set to join the Per Aquum portfolio in 2015. A meeting of minds, the Essque team shares Per Aquum’s passion for defying expectations and delivering an alternative luxury.
Framed by the turquoise waters of the Indian Ocean, Essque Zalu Zanzibar is nestled in a natural cove on the north east coast of Zanzibar. Featuring 40 suites and nine three- and four-bedroom villas, the hotel already offers the bespoke, personalised service for which Per Aquum is renowned.
Essque Zalu Zanzibar offers three distinctive restaurants showcasing fresh local organic produce, a fine dining option and Arabic cuisine served al fresco on the shores of the Indian Ocean. The hotel has carved a reputation as a cultural hub with regular art exhibitions featuring paintings, photography and glassworks by local, regional and international artists.
Essque Zalu Zanzibar will be transformed into a Per Aquum resort at the end of 2015. This latest addition comes as Per Aquum Hotels & Resorts has revealed a new phase in the brand’s evolution, unveiling a new identity.
The development marks the most significant development for the brand since its launch 10 years ago, with a new logo, revamped visual identity and fresh hotel names. 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 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.
“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, Downing 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.
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 an 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.
