The simplest ideas can sometimes be the best. The paper clip. The self-adhesive postage stamp. Things that just go ahead and make life easier without any manuals or adjustments to your routine. Last week I came across another such example of simply perfect industrial design – the Freekey keyring.

The Freekey was designed by Erik von Schoultz of by Drosselmeyer Design Group, a Stockholm based firm with a mission to improve and simplify our lives through everyday products. It was nominated for a Consumer Product Award in the 2012 Innovation by Design Awards.

Here’s how you use it: you just press down on the wave section and the keyring opens up for you to add or remove your keys. No broken nails, no chipped nail polish, no expletives. That’s it. And that’s all there needs to be.