In addition to having understanding of and specific expertise in design, our studio has a unique approach based on in-depth knowledge of the business world and its requirements and also on a specific artistic, experimental process.  This positioning guarantees a continuous dialogue between strategic thinking and creative sensibilities, pragmatism and conceptual research.


We structure our expertise in the areas of products, lighting, furniture and space around the creative and strategic values of design.  We use our experience and implement methods and tools which favour the emergence of concrete innovations in line with clients’ objectives.

Our services

Creation of products and ranges

  • Examining codes and uses, mastering technologies
  • Optimising form, structure and function, devising material, perfecting details
  • Formulating new solutions with a view to consistency and clarity

Product development strategy

  • Analysing the environment of the brand
  • Observing new collective or individual practices
  • Devising the best “offering/market” combinations
  • Defining the tools and actions required for the success of the launch stages

Creation of spaces

  • Brand representation areas: designing exhibition stands, trade events, reception and sale areas
  • Urban spaces: planning urban spaces, the furniture, lighting

Brand identity

  • Building a consistent and creative relationship between corporate image, products, services and spaces

Creative direction

  • Guiding, coordinating and managing the creation of products and ranges

Innovation sessions

  • Involving the different players thanks to Design, encouraging exchanges of experience and pooling of knowledge in order to create favourable conditions for identifying innovative concepts

Design strategy

  • Considering implementation of design in the company: its objectives, purposes, positioning and means
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Born in 1982 in Valladolid, Spain, Berta Potente Atienza graduated from Escuela Universitaria Politécnica in Valladolid with a degree in Industrial Design (2004) and congratulations from the jury. Winner of the 2004 DuPont-Imagineering design competition in Spain with her Panelino project, she was a finalist in the international competition in Dusseldorf. After obtaining an MA in Product Design from Istituto Europeo di Design in Madrid (2005), she began her work experience in France at 3eInternational (Indal group) where she developed her skills in the areas of street furnishings and professional lighting.

Her further training, Masters in Marketing and Sales Management in Valladolid (2008-2009), enhanced her brand holistic approach.  She developed her skills in adapting and responsiveness as well as her market understanding and market anticipation skills.  During her eight years in the role of Senior Designer at the INDAL Design Centre, now Philips Lighting, she participated in transforming the offering by creating many comprehensive lighting solutions and products based on LED technology.

She shares her Design experience through various conferences at Escuela de Ingenierías Industriales in Valladolid and Universidad Francisco de Vitoria in Madrid.

In 2015, she co-founded the potentemasini design agency.

Born in 1965, Stéphane Masini graduated from Ecole Nationale Supérieure d’Art et de Design (National Art and Design School) in Nancy with a degree in space and product design in 1990. He obtained a special mention from the jury at the international Moulinex Génération Design competition in 1989.  After spending a year at an industrial design agency, he co-founded the Alternative Design agency specialised in visual communication and industrial product design (1991 -2000).  He won the Office Design Competition Award in Milan in 1992 as well as the Janus de l’industrie in 1997.  In 2000, he joined the 3einternational Company where he created the design department and laid the foundations for a global, cross-disciplinary approach which actively participated in the growth and unique positioning of the company in the urban lighting sector.

Design Manager of the Indal group (Philips Lighting) from 2004 – 2014, he was in charge of design strategy, creative direction and management of the design team.  The innovation process, product design, customised project management, space design and visual systems are some of the many managerial and creative practices implemented to achieve consistency and high performance of the brand’s products, user and client satisfaction.  From 2008, he was also Segment Marketing Manager Europe for the Indal Urban Lighting range, a marketing experience that completes his expertise in the areas of innovation and design.

In 2015, he co-founded the potentemasini design agency.

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