Founder & Creative Director – Prima Design

James Cavagnari is a designer and founder of Prima Design, a consultancy firm specialising in architecture, interiors, and artistic craftsmanship based in Florence. Born in London to Italian-British parents, James describes himself as “restless” – a spirit that fuels his constant pursuit of innovation. He loves pushing himself and each project to the “breaking point,” that moment when convention gives way to new possibilities.

In 1995, they founded Prima Design, rapidly building a global reputation by overseeing the visual design of over 200 Salvatore Ferragamo boutiques worldwide, as well as yachts, commercial spaces, and residences, including bespoke projects for prominent personalities.

Material experimentation has become his stylistic signature. His studio continues to realise timeless projects and site-specific across Europe, Asia and the Americas, capable of harmonising tradition and modernity, collaborating with the best Italian artisans and suppliers to bring to life spaces that remain current beyond trends.

Recently, James has completed 1564 – The James, a visionary reinvention of the Florentine residence she once called home. The project has transformed a historic 16th-century building – formerly a convent, then a pioneering boutique hotel – into a five-star destination that celebrates memory and innovation in equal measure.

James approached the restyling as both architect and storyteller, preserving original frescoed walls and wood panelling while opening up new volumes, adding a kitchen as the “heart” of the space, and transforming the courtyard into a winter garden. The result is a layered experience where past and present coexist: antique furniture and reclaimed wood meet custom lighting, avant-garde textiles, and contemporary artworks. More than a hotel, The James It's a lived narrative that invites guests on a dreamlike journey through time, curated with the eye of a designer who knows the rules but chooses to interpret them freely.