Get more light with . . . air.
No, it's not powered by air, but the amount of light you choose to have is controlled by how much air is err...um, passed?
Ok, lemme explain this better. Basically the current method to control how much light is emitted from a bulb is done thru circuity. Although not necessarily complex, there is a better more efficient way. Start off with a bright bulb but instead of manipulating how much current reaches the bulb, you have a secondary system that reveals the bulb. Get it? No? Okay, lemme explain some more.
The Illuminair lamp plays with a person's notions of the action required to turn on a lamp. Rather than flipping a switch, air is pumped into the lamp. As more air fills the lamp - more of the bulb is revealed. Releasing a valve allows the air to escape and lowers the bulb back into the tube. Now do you get it? Good!