Most things have seen radical and frantic innovation over the past 20 or so years. Except the ice-tray. I’ve seen a few changes in formats – noughts and crosses-shaped blocks perhaps, but no change to the actual tray’s structure. Until this.

This may seem trivial, but it’s a job very well done (by Joseph Joseph). We’ve all had those tedious moments when all the ice-cubs are stuck, so you smack an ice-tray against a kitchen bench, only to be even more frustrated when the cubes dramatically splatter all over the floor. This stroke of genius that solves this. Startlingly Utility is a concept we’ve been tossing around for a while now – and you can be pretty sure that the brief for this product went something like ‘what would the most helpful ice-tray look like? What could it do?’ – as opposed to making it more sleek or cool looking.
So, how could we make what we do incredibly useful and helpful? And, incidentally, does anyone know the size of the ice-tray market? I imagine quite large if you sign a deal with Samsung or L.G.