A flame simulating device has a light source which is reflected by a rotating device which has mirrors which are spaced apart. The spaced apart mirrors rotate, and thus provide a selective reflection, at some points reflecting during time and at other points not reflecting during time. This produces a flickering effect. The flickering effect is shown through a cut out in the shape of the flame, to display a simulated flame devi effect. The display screen for the simulated effect can be a part mirror, and can display, for example, an artificial log mixed in with the flame effect.