239-214-7535 info@primalucelife.com
Benton & Sons completes seawall construction at Prima Luce

Benton & Sons completes seawall construction at Prima Luce

Benton & Sons Construction Company has officially completed the new seawall at Prima Luce on the Waterfront.

“The completion of the new seawall is very exciting,” said Robert MacFarlane, CEO of MacFarlane Barney Development and Prima Luce, LLC. “It’s exciting, not only within the scope of this particular project, Prima Luce, but for all of Downtown Fort Myers, because it’s a small indication of where this unique community is heading in the future. We’re helping the community that we love, continue to develop for the better – new residences, new businesses, more people, more growth. It’s wonderful.”



Benton & Sons Construction Company – a fourth-generation, Southwest Florida-based family company with over nine decades in the marine and civil construction industry – worked with Hans Wilson & Associates – a Florida-based marine engineering and environmental consulting firm with more than 50 decades of experience – to complete the new seawall. To learn more, visit Benton & Sons Construction Company, Inc. at BentonIndustries.com, and visit Hans Wilson & Associates at HansWilson.com.

The Prima Luce Sales Center is located at 2631 First Street in Fort Myers, and is open Monday through Saturday from 10 a.m. to 5 p.m., and on Sundays from 1 p.m. to 5 p.m. To learn more about waterfront high-rise living in the Historic River District of Downtown Fort Myers, call the Prima Luce Sales Center at (239) 214-7542.


View the gallery below to see the seawall progress from start to finish!


MacFarlane Barney Development co-hosts fundraiser for Women’s Sports Foundation

MacFarlane Barney Development co-hosts fundraiser for Women’s Sports Foundation

On October 17, 2018, Rebekah MacFarlane Barney, Chief Operating Officer of MacFarlane Barney Development and Prima Luce, LLC, co-hosted a fundraiser that helped raise $2.1 million for the Women’s Sports Foundation.

This official VIP viewing party – hosted in the Fort Myers home of home of Dr. Deborah MacFarlane-Antoine, CEO of the Women’s Sports Foundation and the mother of MacFarlane Barney – live-streamed the 39th annual Salute to Women in Sports Awards gala in New York City. NBC2 News Today co-anchor Rachel Pierce acted as emcee for the well-attended event, and Diana Willis, a PACE Center for Girls board member and advocate for young women, was the keynote speaker. Event co-hosts also included Jenna Persons of Strayhorn & Persons, Jeff Barney of Prima Luce, LLC, Christopher Spiro of Spiro & Associates, and Dwayne Bergmann of Dwayne Bergmann Interiors.

The evening featured a live auction hosted by Dwayne Bergmann and Luis Insignares of Luis E. Insignares Attorneys at Law, and included online and text-to-pledge donation opportunities, all of which helped to raise $2.1 million for the Women’s Sports Foundation.

“I’m a life-long athlete, and I was raised by a woman who always inspired and nurtured my love of sports,” said MacFarlane Barney. “I am always so proud to support this wonderful organization and all of the wonderful opportunities it provides for women and girls.”




The awards gala in New York City was hosted by renowned athletes Mary Carillo, Julie Foudy and Jessica Mendoza, who all paid tribute to Billie Jean King, the founder of the Women’s Sports Foundation, and the evening’s honorees were Oksana Masters (Sportswoman of the Year in an Individual Sport), Maddie Rooney (Sportswoman of the Year in a Team Sport), Caster Semenya (Wilma Rudolph Courage Award) and Gail K. Boudreaux (Billie Jean King Leadership Award).

Established in 1974 by top professional tennis player Billie Jean King, the Women’s Sports Foundation helps to create leaders by ensuring girls access to sports. Part of the nonprofit’s mission is shaping public attitudes about women’s sports and athletes, building capacities for organizations that help girls get active, advocating equitable opportunities for women and girls through Title IX, and supporting healthy lifestyles.

Learn more about the Women’s Sports Foundation at WomensSportsFoundation.org.


Watch the video below from NBC2’s Rachel Pierce

Watch the recap video below




Start customizing your new waterfront condo

Start customizing your new home in Downtown Fort Myers at Prima Luce on the Waterfront!

Prima Luce’s unique customization app allows you to explore seven floor plans and preview pre-set color palettes selected by Dwayne Bergmann of Dwayne Bergmann Interiors, including stylish cabinetry and countertop combinations for your kitchen and bathroom, as well as flooring throughout your residence.

If you’re unable to make it into the Sales Center to use the app in person, we can schedule a computer screen-sharing session via GoToMeeting no matter where you are (as long as you have access to a screen and an internet connection).

Preview some of Dwayne Bergmann’s selections below, and call the sales center at 239-308-4719 to set up an appointment to customize your new waterfront condo.


KITCHEN CABINETS & COUNTERTOPS (3 of 5 selections pictured)


FLOORING (3 of 4 selections pictured with carpet option)


BATHROOM CABINETS, COUNTERTOPS & FLOORING (3 of 3 selections pictured)

But the Prima Luce customization app is just the beginning. The Prima Luce Selection Center will open at Dwayne Bergmann Interiors this month, giving homebuyers the opportunity to fully customize and upgrade every room in their house, from hand-selected countertop and cabinetry combinations to full interior design and home styling services.

“We’re giving Prima Luce buyers the opportunity to fully personalize and upgrade their new homes from floor to ceiling,” explained Dawn Geyser Chalanick, Director of Operations for Prima Luce, LLC, “But we’re also offering a variety of stylish, high-end, pre-selected flooring and fixture combinations at no extra cost.”

If you haven’t already taken advantage of pre-construction pricing, call now to make your reservation and begin customizing your new waterfront condo in the Historic River District of Downtown Fort Myers.






Call the Sales Center at 239-214-7535 or send us a message to schedule an appointment with the Prima Luce condo customization app


Prima Luce, LLC introduces Jeff Barney as Vice President of Business Development

JEFF BARNEY | Vice President of Business Development | Prima Luce, LLC

Prima Luce, LLC has introduced Jeff Barney as Vice President of Business Development.

The newest community from MacFarlane Barney Development in Downtown Fort Myers on the Caloosahatchee River, Prima Luce on the Waterfront is a luxury two-tower high-rise condominium community currently in the pre-sale phase of construction.

“I’m happy to be joining the team and excited to have the opportunity to contribute to the success of Prima Luce on the Waterfront,” Barney says. “Prima Luce will be the first newly constructed community in Downtown Fort Myers for the past decade, and I’m looking forward to helping continue the positive growth and development of our Historic River District.”

In addition to working with the Prima Luce sales team, Barney’s responsibilities will include researching and cultivating future financial and business opportunities for MacFarlane Barney Development as it broadens its scope of regional development, particularly in regard to attainable and affordable housing throughout Southwest Florida.

Originally from Milford, Conn., Barney relocated to Florida in 2008, where he spearheaded marketing efforts and coordinated patient-care activities for a health center in Boynton Beach under the title of Director of Marketing and Admissions.

Upon his move to Fort Myers in 2012, Barney began working with Downtown Fort Myers developer Robert MacFarlane as Director of Marketing and Sales for one of MacFarlane’s master planned golf course communities. A licensed Realtor®, Barney has also worked on Sanibel Island with John Naumann & Associates, representing buyers and sellers of developed and underdeveloped properties.

The most recent position Barney held was Director of Sales for Campo Felice Independent Living, a MacFarlane Barney Development transformation of a vacant Downtown Fort Myers hotel into a senior living community, which was sold to partners in April 2018.

“The working relationship that Jeff has developed with Bob MacFarlane makes him unquestionably qualified for this position,” said Dawn Geyser Chalanick, Director of Operations for Prima Luce, LLC. “As Bob MacFarlane has continued to increase MacFarlane Barney Development’s scope of work and offerings, Jeff has grown with the company, and his real estate experience will help carry Prima Luce to record-breaking sales and more-than-satisfied residents.”

Stop by the Prima Luce sales center to meet Jeff Barney, Prima Luce’s new Vice President of Business Development, or send him an e-mail at jeff@primalucelife.com.

The Prima Luce Sales Center – located at 2631 First Street in Fort Myers, Florida 33916 – is open Monday through Saturday from 10am to 5pm, and on Sundays from 1pm to 5pm.

Prima Luce Featured Floor Plan | LUCCA | Studio, 1 Bathroom

Prima Luce Featured Floor Plan | LUCCA | Studio, 1 Bathroom

LUCCA | Studio, 1 Bathroom

With a name inspired by the ancient Tuscan city of Lucca – birthplace of the renowned opera composer Giacomo Puccini – the LUCCA is a spacious studio residence with 837 square feet of gourmet kitchen and living area, as well as a deluxe bathroom, multipurpose laundry closet, a large waterfront balcony, and storage throughout, making this “small” space capable of big things.

The LUCCA floor plan is available on floors 2, 3 and 4 in both the East and West towers. Explore the floor plan and photos below, and tour the LUCCA by clicking the video.

Ready to reserve? Please contact the Prima Luce Sales Team for availability, pricing and incentives.

A gourmet kitchen featuring stainless steel appliances and granite countertops

Plenty of storage and space for all you need to prepare and enjoy home-cooked meals

A great room that’s also a great space for a convertible sofa bed.

Spacious bathroom with a roomy closet and deluxe walk-in shower (not pictured).

to reserve and begin customizing your new home.

Prima Luce on the Waterfront is located at 2631 First Street in the historic River District of Downtown Fort Myers, Florida. 

Prima Luce launches interactive condominium customization app

Prima Luce, LLC is launching an interactive application that allows potential Prima Luce condo owners to explore and customize many of the finishes, fixtures and flooring in their future homes.

Located on the banks of the beautiful Caloosahatchee River in Downtown Fort Myers, Prima Luce is a luxury high-rise, two-tower condominium community, and the newest Downtown Fort Myers waterfront community from Robert MacFarlane of MacFarlane Barney Development, developer of the Beau Rivage, St. Tropez and Riviera.

Because Prima Luce is still in the presale phase of development, MacFarlane and his team commissioned an innovative app that could provide interested and prospective buyers with a glimpse inside these two upcoming luxury towers, as well as the ability to customize the color and style of the floors, kitchens and bathrooms of each residence.


“We embraced interactive reality in an effort to bring Prima Luce’s floor plans to life through real-time rendering,” said Rebekah MacFarlane Barney, Chief Operating Officer of Prima Luce, LLC and MacFarlane Barney Development. “This application makes it so easy for people to explore Prima Luce. Any company asking prospects to purchase something they haven’t or can’t yet see in person must innovate, and Prima Luce is more than happy to be starting this conversation.”

In the app, prospective buyers can select and interact with seven floor plans, ranging from the spacious studio Lucca model to the three-bedroom/two-and-a-half-bathroom Salerno model, and in every residence – each of which feature stunning views of the Caloosahatchee captured in accurate, unedited drone footage – users can hop around the floor plan via hot spots, such as “Kitchen” or “Master Bedroom,” or navigate freely throughout the entire space.

One of the most exciting features of this cutting-edge app is the ability to hand-select and sample various custom-curated combinations of finishes, flooring and materials. Users can select and preview up to five kitchen countertop, cabinetry and backsplash combinations; three bathroom countertop, cabinetry and tile combinations; and five flooring types.

While the app defaults to floor 14, users can explore 20 out of 22 floors — starting on 2 and ending on 21. The ability to navigate from the east tower to the west tower, as well as alternate sides of the building, depend on the availability of the unit as per the pre-planned Prima Luce blueprints.

“This app is one of the first of its kind in Southwest Florida,” said Anthony DeBono, Principal at d3 Creative Studio, the Fort Myers-based 3-D studio that created the interactive reality app for Prima Luce. “We call it the ‘sales center of the future,’ because this type of technology is revolutionizing the real estate industry and changing the way agents interact and engage with potential buyers. Spend five minutes exploring this app and one thing will become especially clear — Prima Luce is setting the standard for what is to come for the real estate industry nationwide.”

With the help of Richard Miner, Director of Design for Prima Luce, who provided all the details and building specs, and interior designer Dwayne Bergmann, who provided floor-to-ceiling styling, furniture and customization options for the floors, kitchens and bathrooms, d3 interpreted thousands of precise two-dimensional lines and many material samples into one visually stunning, smooth-running, interactive application.



For Richard Miner, the interactive reality app was an experiment in geometric visualization.

“What started out as a vanilla shell with grayed-out windows and blank walls is now a fully realized interpretation of what an actual home may look like at Prima Luce,” Miner said. “Something that may not have been adequate from a two-dimensional perspective with space visualization – like a line drawing of a floor plan – is now conceptualized and more tangible. This kind of technology is paving the way for what home buyers will come to expect from Prima Luce.”

For Dwayne Bergmann, this app meant completing 100% of the interior design without having a physical space from which to obtain traditional inspiration.

“My team started with size, shape and scale of furniture and accessories to give buyers a very good idea of how the space could work,” said Bergmann. “Building a high-rise takes a long time, and you cannot capture where you are just by looking at a picture. This app breaks down those barriers and acknowledges new ways of utilizing the designs I have worked with for ten-plus years.”

The application is powered by the latest Apple iPad Pro (or at least an iPhone 8), making it easy to share in the sales center and putting exploration and customization directly into the hands of the interested buyer, while also allowing sales representatives to introduce Prima Luce to people all over the world via screen-sharing applications, such as GoToMeeting.

“Interactive reality apps are a way of reinventing the multifamily-living sales process, and we’re so proud to be setting the tone for the local marketplace,” MacFarlane Barney says. “It’s a powerful supplemental sales tool. Instead of asking potential home buyers to purchase a home based solely on brochures and their imagination, this unique app gives people the opportunity to experience and customize what their lives might look like at Prima Luce – life in a whole new light!”

To experience this cutting-edge interactive app for yourself, call the Prima Luce sales center at 239-214-7535 to schedule a meeting with the sales team. The Prima Luce Sales Center – located at 2631 First Street in Fort Myers, Florida 33916 – is open Monday through Saturday from 10 a.m. to 5 p.m., and on Sundays from 1 p.m. to 5 p.m.

Visit d3 Creative Studio at d3CreativeStudio.com, and Dwayne Bergmann Interiors at DwayneBergmann.com.