A flame simulating assembly for providing an image of flames. The flame simulating assembly has a simulated fuel bed, a light source, and a screen with a front surface disposed behind the simulated fuel bed for transmitting light from the light source through the front surface so that the image of flames is transmitted through the front surface. Also, the flame simulating assembly includes a dynamic reflector disposed in front of the simulated fuel bed and including a plurality of reflective surfaces and an axis about which the reflective surfaces rotate. The dynamic reflector is positioned in a path of light from the light source to the simulated fuel bed, for reflecting light from the light source to the simulated fuel bed.