Primavera

Primavera is a mythical French brand, adored by collectors and antique dealers, born from the meeting between René Guilleré, president of the Société des Artistes Décorateurs and Pierre Laguionie, director of the Printemps store.
It was 1912 and the Printemps department store created in Paris by Jules Jaluzot was a great success and popularized the idea of decorating and marketing furniture, rugs and objects.
The name Primavera, a reference to the name of the Parisian department store Printemps, is also a clear reference to the painting by Boticelli. A source of dynamism, this name brings a breath of fresh air to the creation of its time and takes its full scope at the Exposition of 1925, where furniture, carpets and ceramics are presented with pomp, putting decorative art and Art Deco itself within the reach of all.
The mythical success of this adventure owes much to the 400 subcontracting workshops, such as Les Céramiques de Bordeaux (CAB), Sainte-Radegonde, Sarregemines, or to the names of the creators who popularized the brand until the 50s and 60s: Gisèle Favre, Colette Gueden, Claude Lévy, Sigismond Olesiewicz, Paule Petitjean, Madeleine Sougez, etc.