Min Kyu Choi recently took home the top prize in this year’s Brit Insurance Design Awards with his smartly designed, material efficient, “Folding Plug.” The elegant and simple design features the necessary 3 prongs, but with way less material. When folded up, the plug is less than 1 cm thick — much thinner even than Apple’s innovative square plug.

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The annual Brit Insurance Design Awards recognize the best in contemporary industrial design from around the world in various categories. Min Kyu Choi, a Korean designer studying at the Royal College of Art in London, took home the grand prize yesterday, beating out Alexander McQueen and an all electric plane.

Min Kyu Choi designed the plug after his own frustrations of dealing with the clunky UK electricity plug, which continually scratched up his laptop while traveling. To use the gadget, one simply turns the main pins and opens the cover.

The design awards jury chair, artist Antony Gormley, said, “The folding plug shows how intelligent, elegant and inventive design can make a difference to everyone’s life.” Choi’s company Made in Mind, will now be producing the hassle-free, flat plug, designed for people on the go.

+ Min Kyu Choi

+ Made in Mind

Via Treehugger and Designboom