London, March 18 (IANS) An innovative folding electric plug designed by a student here has won the prestigious Brit Insurance Design Award 2010.

Min-Kyu Choi reinterpreted the British standard three pin plug and made a fold-flat design that beat more than 90 international nominees, including the late fashion guru Alexander McQueen, who were shortlisted in seven categories, reports newslite.

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Choi, 30, decided to create the device after he struggled to pack the traditional plug with his new MacBook Air, which is the world's thinnest laptop.

'When people carry laptops with the British plugs in a bag, it always causes problems such as tearing paper or scratching laptop surfaces,' he said.

When folded, his plug is 0.4 inches thick, compared to the 4.6 inch standard model. 'I've tried to make it much thinner and safer,' he said.

The young designer is planning to launch a product range this year built around his design. He is also working on a folding suitcase that will save space when not in use.

The winners of the categories went forward to the final judging stage and Choi was presented with his title by judging panel chairman Antony Gormley at a gala dinner held at the Design Museum here.

Panellists included designer Tom Dixon, editor of Wired magazine David Rowan and broadcaster Janet Street-Porter.

'Thought-through, responsive and modest, the folding plug shows how intelligent, elegant and inventive design can make a difference to everyone's life,' said Gormley.

Choi drew praise when he showcased the plug at the Royal College of Art's graduate show in 2009.

Deyan Sudjic, director of the Design Museum, said: 'It's great to see such a practical but elegant demonstration of what design can do to make everyday life so much better. Min-Kyu Choi is a designer just setting out on his career and he clearly has a great future ahead of him.' Shortlisted designs are on show at the Design Museum until Oct 31.