They always push the envelope with their new designs.
push the envelope
idiomTo go beyond established limits; to pioneer.
Origin
first recorded 20th c.From push (“to continually exert oneself in order to achieve a goal”) + the + envelope (“set of limitations within which a technological system can perform safely and effectively”) (compare flight envelope), referring to the boundary line on a graph of an aircraft’s capabilities, especially those of altitude and speed. The term was popularized by the book The Right Stuff (1979) by the American author and journalist Tom Wolfe (1930–2018) about the pilots engaged in United States postwar research with experimental rocket-powered, high-speed aircraft, and the first Project Mercury astronauts selected for the National Aeronautics and Space Administration’s human spaceflight program.
The director likes to push the envelope by using experimental filming techniques in every movie.
By integrating artificial intelligence into traditional architecture, the firm continues to push the envelope of modern urban design.
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opening of an envelope
Any kind of event or activity that may contribute to one's self-promotion or visibility in society.
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push against an open door
To do something pointless or unnecessary; to try doing something already done.
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push in
To jump the queue, especially in a forceful manner.
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push it
To make an extraordinary or risky effort; to behave in a way which tests the limits; to take chances; to expect too much.
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push on
To persist, persevere.
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push one's luck
To take an excessive risk or to attempt some task unlikely to succeed, especially after having already been unexpectedly lucky.
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push one's way
to make one's way by pushing.
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push the boat out
To do something, especially spend money, more extravagantly than usual, particularly for a celebration.