The Interactive Institute, Kista, Sweden, is an experimental media research institute that combines expertise in art, design and technology to conduct world-class applied research and innovation. One of its innovations is the “Power-Aware Cord,” which the Institute says is a “re-designed electrical power strip in which the cord is designed to visualize the energy rather than hide it.” In describing the Power-Award Cord on its website, the Interactive Institute says, “The current use of electricity is represented through glowing pulses, flow and intensity of light. Expressing the presence of energy through light can inspire people to explore and reflect upon the energy consumption of electrical devices in their home.” The product was one of Time magazine's “50 Best Inventions of 2010.”