239-214-7535 info@primalucelife.com

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 239-214-7535 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

Named after the ancient city of Lucca in Tuscany, Italy – the birthplace of celebrated opera composer Giacomo Puccini – the LUCCA is Prima Luce on the Waterfront’s spacious studio residence. With 837 square feet of kitchen and living area, including a large waterfront balcony, an efficient laundry closet, and storage throughout, this “small” space is 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.

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.


Rebekah MacFarlane Barney to speak at fourth annual African Network of SWFL Economic Expo

MacFarlane Barney Development, Prima Luce, LLC Chief Operations Officer to discuss ‘Building wealth through homeownership’

Rebekah MacFarlane Barney

The African Network of Southwest Florida (ANSWFL) will be hosting their 4th annual Economic Expo on Saturday, August 18, 2018, from 9am to noon, at Keiser University, 9100 Forum Corporate Parkway, Fort Myers, FL 33905. The event is free and open to the public.

Rebekah MacFarlane Barney, Chief Operating Officer of MacFarlane Barney Development and Prima Luce, LLC, will be a guest speaker at the event, giving a presentation entitled “Building wealth through homeownership,” in which she will describe and discuss the various financial benefits of owning a home and building equity.

MacFarlane Barney has more than 17 years of experience in real estate development, and she has overseen $480 million worth of development, redevelopment, tenant improvement and acquisition. Major projects she’s worked on in Southwest Florida include the new construction of the waterfront high-rise communities of Beau Rivage, St. Tropez and Riviera, and the redevelopment of a former hotel into the 55+ independent living rental community Campo Felice, which was completed in 2017.

MacFarlane Barney’s current project is the two-tower, 220-unit, luxury, waterfront condominium community Prima Luce, located on the banks of the Caloosahatchee in the Historic River District of Downtown Fort Myers. Prima Luce features nine floor plan options and waterfront views from every residence, as well as resort-style amenities and more than 300 feet of direct river frontage. Future projects include building a community of more than 100 obtainable housing units, complete with a park and arts pavilion for resident use.

“MacFarlane Barney Development is in the business of innovating and improving how and where people live their lives – whether it’s a luxury waterfront penthouse or an affordable two-bedroom town home near a great school,” MacFarlane Barney said. “Building equity is different for every individual and every family, and my goal with this presentation is to help people find their own unique path to a more stable financial future, both for themselves and their loved ones.”

Peter Lovley, Partner at New York Life Insurance Company, South Florida office, will also be a guest speaker at the event, discussing how to create a “Blueprint for Financial Success.”

Originally formed in the spring of 2004, the African Network of South West Florida is a 501(c)(3) non-profit networking organization promoting Africa’s rich heritage and diverse cultures in Southwest Florida. To learn more about the African Network of Southwest Florida and the 4th annual Economic Expo, visit AfricanNetworkofSWFlorida.org.

Seawall Construction Continues at Prima Luce Site

Seawall Construction Continues at Prima Luce Site

Prima Luce, LLC is continuing coastal construction at its downtown Fort Myers site on the banks of the Caloosahatchee River by installing a new seawall. The old seawall, which was already slated for replacement, deteriorated further during Hurricane Irma in September 2017, and demolition began shortly after.

Prima Luce on the Waterfront is the latest project from downtown developer Robert MacFarlane of MacFarlane Barney Development. It is a luxury two-tower, 22-story condominium community located in the Historic River District of Downtown Fort Myers, featuring waterfront views from every residence, a heated zero-entry swimming pool, fitness center and yoga studio, social room, business center, virtual concierge services, and 325 feet of direct river frontage. Prices range from the $200s to more than $1 million.

The seawall installation will take approximately five weeks to complete. A turbidity barrier was installed to prevent sediment and debris from flowing into the Caloosahatchee, and all the materials and equipment required to complete the project have arrived on the site. Each of the 97 concrete seawall panels weighs 9,000 pounds, and an LS 98 Link Belt crane is required to lift and drop each panel into place.

“We had to dismantle the crane and deliver the pieces on two separate truckloads, before putting it back together again, while avoiding the electrical wires and trees lining First Street,” said Roy Benton of Benton & Sons Construction Company, Inc.

Benton & Sons Construction Company is a fourth-generation, Southwest Florida-based family company with more than 90 years in the civil and marine construction industry. The firm is working closely with Hans Wilson & Associates, a Florida-based marine engineering and environmental consulting firm with more than 50 years of experience, to complete the seawall construction.

“After many hours of planning, it’s so exciting to see more activity and progress on the Prima Luce site,” said Rebekah MacFarlane Barney, Chief Operating Officer of Prima Luce, LLC and MacFarlane Barney Development. “This seawall is a critical protective barrier between the Caloosahatchee River and the foundations of Prima Luce, and we are confident this project is in the hands of the best of the best when it comes to marine construction and engineering expertise.”

The Prima Luce Sales Center – located at 2631 First Street in Fort Myers, Fla. 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. To learn more about luxury waterfront living in the Historic River District of Downtown Fort Myers, call the Prima Luce Sales Center at (239) 214-7542 and visit PrimaLuceLife.com.

Visit Benton & Sons Construction Company, Inc. at BentonIndustries.com, and visit Hans Wilson & Associates at HansWilson.com.

Showcase: At Prima Luce, Hurricane Safety Comes First

From the News-Press’ Showcase on September 22, 2017:

“After experiencing the severity of Hurricane Irma, one of the worst storms in Florida’s history, hurricane safety is fresh on the minds of the millions who have been affected. Most of the time, living in Florida means living in paradise, but an event like this serves as a reminder that natural disasters can still strike and cause devastation, and preparation is key.

Thankfully, the waterfront high-rise buildings in downtown Fort Myers developed in the 2000s by Robert MacFarlane fared exceptionally well for the duration of the storm. Beau Rivage, St. Tropez and Riviera proved to withstand all that Hurricane Irma brought to Southwest Florida. Residents were also equipped with alternate power sources, so no power was lost.

As Mr. MacFarlane continues to drive the revitalization of downtown Fort Myers, his newest and fifth area high-rise condominium community, Prima Luce on the Waterfront, will be no exception. Set to break ground at the end of 2017, Prima Luce’s two, 22-story towers will be category-5 sustainable, fully equipped with high-velocity, impact-resistant windows built to withstand 160 mph wind speeds as required by FEMA.

Flood-resistant barriers have been designed to oppose the forces of rising water on the first floor, which houses Prima Luce’s many amenity spaces. Residences begin on the second floor, approximately 15 feet up from the ground. A generator will power each tower and is located in the flood-resistant area on site in order to supply electrical service when needed. Furthermore, walls, columns, foundations, and exterior door openings will be designed to withstand the most extreme weather. Both towers and the parking garage have been tested by an independent engineering consultant utilizing models and wind tunnel simulations to ensure Prima Luce residents remain safe, secure and comfortable even in the worst conditions.

Media representatives from Wink News, NBC2 and WeatherNation were able to take cover in one of Mr. MacFarlane’s other properties during Irma, and vehicles from the nearby Fort Myers Yacht Basin and Fort Myers Housing Authority also found solace in the underground garage. The windows are able to withstand large missiles and winds up to 160 mph, and until Hurricane Irma’s winds hit 80 mph, it was whisper quiet in MacFarlane’s existing structures.

At Prima Luce, safety will always come first, but so will your quality of life. You’ll have the pleasure of enjoying luxurious resort-style amenities, such as breathtaking waterfront views from every residence. Plan entertainment with your virtual concierge. Keep fit in the state-of-the-art waterfront fitness center, bike downtown, or jog along the beautiful Caloosahatchee River on the Riverwalk. Pick up a book in the library or meet with colleagues in the conference room. Barbecue for new friends or host the “go-to” party of the season in the expansive waterfront social room with a fully equipped, community kitchen. Step into your zero-entry, heated pool and spa that includes swim-in-place jets, lap pool, aerobic area, and bar. This time of your life is the best! Don’t forget about your furry friends—Prima Luce is also pet friendly.

With nine different floorplans, ranging from a studio to penthouses, there is a design for every lifestyle! Open floor plans feature exterior walls of glass, with private balconies, high ceilings, granite countertops, beautiful floorings and cabinets, walk-in closets, a washer and dryer, and top-brand, energy-efficient appliances.

Designed by the renowned Titsch & Ko Architects with interiors by Dwayne Bergmann Interiors, one of Southwest Florida’s most celebrated design firms, Prima Luce impresses from the moment you enter the covered drive and park in the six-level parking garage. National general contractor Suffolk Construction will bring the vision to life beginning at the end of this year.

Pricing ranges from the low $200s-$1 million+, the lowest in the area for new construction with gorgeous water views. In addition, Prima Luce’s monthly fees are the lowest of the waterfront high rises in downtown. Call the Sales Center today to reserve your sunrise or sunset views and learn more about our pre-construction incentives, going on now for a limited time. Financing options are available.

Schedule an appointment or stop by the Prima Luce Sales Center located on the project site at 2631 First Street in the historic River District of Fort Myers. Hours are from 10 a.m.–5 p.m. Monday through Saturday, and from 1 p.m.–5 p.m. on Sundays. Call (239) 214-7535 to make your reservation today, or visit www.PrimaLuceLife.com for more information.”


“Fort Myers Condo to Sustain 160 mph Wind Speeds”


“Prima Luce, LLC is planning and constructing a two-tower, 22-story waterfront condominium community, slated to break ground in the fourth quarter of this year, for future hurricanes that may impact the Downtown Fort Myers Historic River District.

The building structure has been designed to sustain 160 mph wind speeds, along with the site’s land exposure to surrounding open space and adjacent buildings, via a certified engineering firm’s wind tunnel simulation experiment. It exceeds the Miami-Dade hurricane code, which is the strictest code in existence. The experiment includes creating a physical, geometrical model of the site and buildings to scale, in addition to nearby properties within a one-mile distance of the development.

Through a series of tests that produce the natural wind environment in an enclosed space, the engineers can determine the wind forces that are applied to every surface of the building and design each surface accordingly. In turn, impact-resistant windows will be installed to resist missile objects of any size, as well as resist maximum glass deflection potentially caused by the wind’s velocity.

“Just as we have always done with the nearby Beau Rivage, St. Tropez and Riviera, all of which held up beautifully and never lost electricity during Hurricane Irma, Prima Luce will be equipped with alternate power sources, as well as flood resistant barriers,” said Robert A. MacFarlane, founding partner and principal of MacFarlane Grand Properties, Inc., Prima Luce’s exclusive brokerage firm.”


Read the rest of the article published on The Business Observer here! 


Meet Your Designer!

Meet Your Designer!

More good news for Prima Luce residents! We’ve officially announced that award-winning Dwayne Bergmann Interiors will be designing the interior features of your future dream home, and we couldn’t be more thrilled to have him aboard! 

Principal and Conceptual Artist/Designer Dwayne Bergmann is a Gulfshore Business 40-Under-40 recipient who previously completed the common area of Beau Rivage; all aspects of Campo Felice Retirement Living; waterfront condominiums in the Historic River District of Downtown Fort Myers; as well as the Southwest Florida Community Foundation headquarters in Fort Myers; Langford Apartments in Downtown Fort Myers; and Live.Work.Play loft apartments in Cape Coral. His company was most recently named the “Best Interior Design Firm” by Gulfshore Business. 

Prima Luce’s ground floor amenity spaces will feature a transitional design, which is a marriage of traditional and contemporary furniture, finishes and fabrics,” said Bergmann. “Residents and visitors can expect a rich mix of wood, leather and contemporary fabrics highlighted by decadent chandeliers and wall sconces.”  

Within the residences themselves, residents of Prima Luce can create a personalized environment with five color palette options and four style genres — modern, contemporary, transitional and traditional —centered around flooring, cabinetry, countertops, lighting, plumbing fixtures, hardware and shower layout. Residents may also choose from an extensive list of upgrade options or utilize the Bergmann Design Team to completely customize the unit.” 

To view a portfolio of previous work, visit https://www.dwaynebergmann.com/portfolio/.