After the mini bed designed to encourage digital detox, IKEA introduces a new smartphone accessory with a design that is hard to miss. It’s called VÄSTMÄRKE, and it’s a wireless charger that immediately stands out for its unusual and playful look: it resembles a doughnut—or even a plunger.

Bright red in colour, the accessory is made of soft-touch polycarbonate and reinforced epoxy plastic. Its most interesting feature, however, goes beyond charging. By simply unrolling the top section, VÄSTMÄRKE turns into a pop-style grip that offers a more comfortable and secure hold on the device. It also doubles as a portable cable winder, helping to prevent the annoying tangles familiar to anyone who frequently carries a charger in a bag or suitcase.

The charger attaches firmly to compatible devices thanks to magnetic alignment, is certified Qi 2.0 BPP and MPP, and supports Power Delivery 3.0 and Quick Charge 2.0 technologies. It is therefore compatible with iPhone 8, Samsung Galaxy S6, and all subsequent models.

Safety hasn’t been overlooked either: VÄSTMÄRKE includes dedicated protection features against overheating, overcharging and short circuits. A 120-cm connection cable is included in the box, but there is one caveat: straight out of the package, the charger is not ready to use, as no power adapter is included. A USB-C charger is required.

VÄSTMÄRKE is not a concept product—it is already available both in IKEA stores and on the Swedish giant’s official website, priced at €9.95.