Min-Kyu Choi designed a folding plug for the UK market that is only 10mm wide when folded, making it thinner than an Apple MacBook Air. His folding plug design keeps the live pins protected by folding the plastic surround around them. This simple yet effective solution to the mismatch between bulky UK plugs and thin electronics received praise for being an example of thinking outside the box to improve an everyday product in need of updating.

2. So Elegant and So Obvious – This is “Thinking Outside the Box” – Design Innovation