Morphy Richards were introduced to a revolutionary new transparent conducting material that could be applied to glass. They saw an opportunity to create an innovative range of flagship products that showcased the brand. The Atomist Iron, a step away from the traditional steam based products, utilised a new atomising water nozzle that creates a fine vapour mist over clothes, reducing the need to use steam at all. Coupled with a new glass soleplate technology that uses 50% less energy, concepts needed to look modern and contemporary to emphasise the unique product function.