A flame simulating assembly for providing a moving effect of flames. The assembly includes a light source; a flicker element disposed in the path of the light source configured and arranged to reflect light from the light source; and an imaging wall. The imaging wall is disposed above the light source and includes a front facet and at least one additional facet. The front facet has an upper portion disposed forward of a lower portion thereof and the at least one additional facet extending rearward from the front facet. Light from the flicker element is occluded by the front facet to provide a more realistic fire shape. The fire shape appears wider at the base than at the top.