james cavagnari

Prime time: In conversation with fashion’s favourite architect, James Cavagnari of Prima Design

29 Dec 2025 | Updated on: 08 Jan 2026 | By Kari Colmans

Having designed more than 200 Ferragamo stores worldwide, as well as an array of award-winning Bulgari displays, James Cavagnari brings a couture sensibility to spatial design. He deep dives into a life lived in colour

Born in London, before moving to Spain, then Milan, and eventually Florence, the nomadic James Cavagnari, 61, embraced the pursuit of colour, culture and creativity from an early age, as his parents moved through Europe in search of exquisite properties to revive.

Now an award-winning architect, when Cavagnari was around ten years old his parents bought two properties; one in the Tuscan countryside, and the other in central Florence – which is now, many years later, The James Suite Hotel Firenze 1564. “For several years, these properties were my playground,” says Cavagnari, when we speak over Zoom between London and Florence. “This is where I learned all about action and theatre. I was part of a changing world. I had found a space to flourish.”

From a den on the construction site of a rectory in Fiesole (more on that later) to experimenting with cutting-edge design technology in the 1980s, Cavagnari founded Prima Design and quickly established a global reputation by overseeing visual design for more than 200 Salvatore Ferragamo stores worldwide, as well as 170 international award-winning displays for Bulgari.

james hotel florence

Cavagnari says it had been decades since he last spoke to Leonardo Ferragamo, the man who brought him in to reshape the brand’s global stores in the 1990s, and then two weeks ago they crossed paths completely by chance. “It’s crazy,” he says of the encounter. “We hadn’t seen each other for 30 years. He told me he thinks and talks about me often with his family – and how the stores I designed all those years ago are still the most successful today.”

His portfolio has since grown to include yachts, commercial spaces and residences, including tailor-made projects for notable personalities such as Natalia Vodianova, Veronica Varekova and Ken Nahoum. His stunning work celebrates timeless, tactile spaces that bridge heritage and innovation – and he has recently branched out to boutique hotels. A project close to his heart, this year he completed The James Suite Hotel Firenze 1564, a remarkable transformation of his childhood Renaissance palazzo into a 14-key hotel in the heart of Florence.

“I really just love a project,” says Cavagnari, when I ask which briefs he prefers, be it hotel, yacht, palazzo or penthouse. “I adapt. I think of myself like a movie director, a storyteller. Give me a theme and a narrative and I’ll make the rest happen.”

Inspiration can come from any source. A stone and thorn found in the garden by his (then) five-year-old daughter, which inspired his 1990s resin display creations for Bulgari. A deep dive into Italian craftsmanship and history that informed the interiors at The James. All Cavagnari needs is a starting point; one with integrity and heart.

Growing up living in part of the storied palazzo that now houses The James, Cavagnari would fill the vaulted ceilings and frescoed walls with coloured lights and objects of interest for the many parties he’d throw. “These walls saw my first loves, friendships and losses. It’s a container of memories. But I wanted to make something new for the future – and put a bow on it.

“The former monastery always had something appealing about it, but I wanted each room to be a place of wonder. I love dreams, and I wanted the hotel to be a dream of some sort – while also telling a story about time, place and travel. I wanted to make it sexy, too!”

Each suite has its own story to tell. The Florence Suite is a haven that “blends the beauty of the urban landscape with a profound inner dimension”, playing on perspectives between the open gaze of the city and the internal, cosy comfort of the tranquil room. The JC Suite is the “iconic soul” of The James: timeless elegance is achieved through authentic frescoes and period furnishings, brought into the modern day with signature contemporary details and flourishes. The Chaplin Suite seamlessly blends light, velvet and wood, creating an elegant, warm ambience. Overlooking a quiet private courtyard, the Court Suite champions “refined intimacy and understated elegance” through its clever use of rich textures, bespoke furnishings, and intricately crafted elements.

The same attention to detail extends throughout the property, from the natural wood accents and refined brass details, to the artisanal flooring and luxurious textiles in The James restaurant, while the 1564 Mixology Lounge Bar, named in honour of the year the historic palazzo was built, pays tribute to the art of slowing down, in both spirit and design. “Each room is surprising and different, but of course, all in good taste!”

And, while this project may be particularly close to home, Cavagnari won’t be staying put for too long. This year he will be working on a penthouse in India, and a sprawling villa in Dubai which, he says, suits him just fine as there’s nothing worse than boring briefs, or boring colours, and he has no use for boring fads, either.

“I am not interested in trends. I am not interested in black, beige, beiger. As I get older, time becomes my master. I follow the word timeless in everything that I do. Whatever I create should look just as good tomorrow as it does today: it needs to age well and offer lasting value. When I choose a floor, I like to be sure it will still look incredible in 100 years!”

Read more: Interior designer Kate Watson-Smyth on how to decorate a period home