The LED phenomenon is taking both the conventional lighting world and the design industry for one hell of a ride. Philips has added an efficient and de-lightful option to their exciting new range that uses the radical new Master LED Technology. Dubbed the E27 bulb lamp (pictured above), it saves some 80% of energy compared to the traditional bulbs, lasts 10 times longer (45,000 hrs average liftetime), features instant start technology and includes no mercury (unlike compact flourescents).  We salute the design team behind this wildly attractive bulb, a commonplace part of our world that we rarely look upon in appreciation. [via Philips]