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Renderings Revealed for Prima Luce's Upcoming Waterfront Project

Mar 22, 2018 11:00PM ● By Kevin
Prima Luce, LLC is sharing never-before-seen interior renderings of the two-tower, 22-story waterfront condominium community, set to become a part of MacFarlane Grand Properties’ skyline in the Historic River District of Downtown Fort Myers, overlooking the Caloosahatchee River, according to a recent press release.

"Robert MacFarlane, owner and developer has always been a visionary," said lead marketing coordinator Kiara Panio. "He’s passionate about the Historic River District and will continue to beautify the area."

Not only does MacFarlane call Fort Myers home, but some of his children and grandchildren reside there, too. Prima Luce is his fifth high-rise project in Downtown Fort Myers. 

“At Prima Luce, as with all our area properties, we incorporate elements of interest that make it impossible not to play on natural light, vacation-like scenery and never-ending views,” said Rebekah MacFarlane-Barney, Chief Operating Officer of MacFarlane Grand Properties, Inc. and Prima Luce, LLC. “We fully expect that people from every corner of the country will see Prima Luce and be hard-pressed not to call it home.”

Every home will have a waterfront view and stunning standard interior features. Prima Luce residents will have full access to resort-style amenities, such as a three-tiered, zero-entry pool and luxurious spa, a state-of-the-art fitness center and yoga studio, library, business center with business stations/conference room and a spacious social room with full community kitchen. All amenities also have a waterfront view with floor-to-ceiling windows. 

When Prima Luce on the Waterfront’s location on First Street, along the shores of the Caloosahatchee River became available to purchase, the vision was to offer "breathtaking waterfront panoramic views and superb amenities," Panio said. The project includes a contemporary-transitional architectural design to provide a serene sculpture-like sanctuary creating a desirable and unique project.

East of the Prima Luce project are three similar-sized towers, Beau Rivage, St. Tropez and Riviera Condominiums, which Robert MacFarlane developed and sold from 2004 to 2006. A mile down the river is am $80 million rental independent living community, Campo Felice, which he has just completed.

"MacFarlane Development, LLC  always delivers an quality product at modest prices," Panio said.

Panio's role is to make sure that people know all about Prima Luce, and lead all interested prospective buyers to make appointments with our Sales Team through various marketing channels. She implements and analyzes marketing campaigns through print ads and targeted social media ads, event coordination, social media management, content creation, as well as keeping buyers updated with Prima Luce’s progress.

She partners with Kaitlin Cangro of Spiro & Associates Marketing, Advertising, Public Relations and Brand Architecture. The firm is a long-standing partner with MacFarlane Development and MacFarlane Grand Properties. They consult on all aspects of the advertising, marketing and branding and specifically assist with writing, distributing and “pitching” public relations stories
for Prima Luce.

Cangro described the first rendering, which can be seen in the photo gallery above, featuring a fully equipped fitness center with the latest in training resources, including premium cardio and strength training machines, as well as free weights.

"Residents can work out independently in the main fitness center or meet their friends in the group training studio for a spin class, TRX suspension training, CrossFit-style training and yoga, as suggested by the next rendering that demonstrates an open, multipurpose space," the release said.
In another rendering is the social room, which can be reserved for a vast array of events, meetings and card games.

"With a high-end, full commercial kitchen, warming drawers and a pass-through to the lanai/covered veranda, the social room will be in the East Tower of Prima Luce, along with the library and other social stretches," the release continues. "That library, displayed in the final rendering, is a private, enclosed space with circular tables for silent reading or hosting a game night."
An additional feature, not shown, is the business center, which will be in the West Tower, along with other health and wellness amenities. The business center will include a conference room with individual Wi-Fi stations and other technological resources.
Every amenity-filled room will be included on a virtual concierge database in the common areas of both Prima Luce towers. Residents can utilize this database to reserve various rooms throughout the community, as well as plan a daily itinerary for themselves and their guests. The database can also accommodate other events, such as lunch in Downtown Fort Myers after yoga and dinner with your significant other after a meeting, as well as include recommended activities that residents may enjoy.
The 220-unit Prima Luce (which means "First Light" in Italian) will feature contemporary-transitional architecture that takes full advantage of Southwest Florida’s natural beauty and has people from all regions in mind. Prices range from the $200,000's to more than $1 million.

"Living at Prima Luce on the Waterfront is really 'Life in a Whole New Light,'" Panio said. "I am excited to let everyone know about it and all it has to offer."
The Prima Luce sales center is located at 2631 First Street, Fort Myers, FL 33916. Visit for more information and Like them on Facebook.