Electric fire in shop window display mistaken for a real one, says store

A SHOP in Milnthorpe displaying a new electric fire range in its front window - almost saw firefighters called out.

Clocktower Electrics on Beetham Road was displaying a fire which uses 3D 'flames' and gives off real mist for a smoking effect.

Tom Harvey, the owner of the electrical retailer, says a passing member of the public mistook it for a real one and ran in to report it.

Mr Harvey said: "This is the first time anybody has said they thought it was a real fire in the window. In some ways we are lucky as I know of another store in Scotland where a customer actually called the fire brigade as they were so convinced it was a real fire."

Mr Harvey said the incident related to a new product called the Dimplex 'Opti-myst' Westbrook, which its manufacturers say uses a 'world first 3D effect for fires.'

Karen Trewick, for Dimplex, said: “It uses ultrasonic technology to break up water from an internal reservoir, creating a fine mist which is illuminated to create the ‘flames’ and ‘smoke’.

“It’s a truly revolutionary effect and I’m not surprised it’s been mistaken for a real fire."

The company said that in Nairn, Scotland, a passer-by called 999 to report a ‘fire’ after seeing ‘flames’ and ‘smoke’ - glowing in the window of a Scottish Hydro Electric when the store was closed.


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