Primavera

Primavera was founded in 1912 by René Guilleré and Pierre Laguionie. Guilleré established the Society of Decorative Artists, while Laguionie managed the Paris department store Le Printemps. The name Primavera, meaning ‘spring’ in Latin, was chosen to symbolise the company’s mission to make modern decorative objects more accessible to a growing middle class. At that time, no major Parisian department store had its own design line.

Despite facing difficulties during the war years, Primavera quickly rose to prominence in the 1920s. The company became known for its high-end Art Deco designs. To meet growing demand, Primavera hired designers from various regions. It also established a ceramic factory in Touraine, followed by additional factories for glass and other materials.

Le Printemps played a crucial role in promoting the firm’s designs, entering Primavera in the most prominent Decorative Arts Salons. Notably, Primavera had a special pavilion at the 1925 Salon, showcasing its distinctive Art Deco style. The company’s product range expanded to include carpets, upholstery and wallpaper, in addition to its well-known art objects.

Throughout its history, Primavera underwent several changes but is mostly remembered for its Art Deco creations and later works. The firm closed in 1972. Despite its closure, Primavera’s legacy endures. Its contribution to modern decorative arts continues to be celebrated, and its designs remain influential in the world of decoration and design. Primavera’s designs can be found in major museums and collections around the world, including the Musée des Arts Décoratifs in Paris and the Victoria and Albert Museum in London.