http://www.dezeen.com/2012/03/07/designed-in-hackney-plumen-001-by-samuel-wilkinson-and-hulger/
Compact fluorescent bulbs are more energy-efficient than incandescent. They're also (usually) a lot uglier. Even with the newer designs that have the classic bulb "shell" around the very industrial-looking coil, they look so antiseptic and boring. Plus they don't work well (aesthetically) in fixtures in which you see the exposed bulb. The solution? Redesign the shape.
my favorite part of this redesign of the light bulb is the fact that it is "green" in a sense. It decreases the amount of material used to make the glass casing. Cost effective, and aesthetically appealing
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