When it's switched off, the Flow Lamp might confuse you in terms of its purpose. It looks remarkably like the flaring horn of an old-fasthioned record player but its form assumes a surprising flatness and a rectangularity.
Hidden inside the stretched slender neck of the floor lamp is a brilliant lightbulb. The observer is afforded no indication that it exists until the fixture is in operation. A marvelous translucent material turns the seemingly opaque living room accessory into a gorgeous glowing beacon, spreading diffuse illumination until it fades within the shaft.
The elegant computer-rendered concept provides no indication as to where the switch might be placed, but its gracefully broadening base takes the eyes' attention off of the electrical cord, feeding the aesthetic drama of the Flow Lamp.