Dyson’s new LED lamp incorporates the latest in LED lighting technology combined with new innovations in cooling to create a lamp that the company claims will not burn out for 37 years.

Dyson accomplishes the 37-year lifespan by using a new way to cool LEDs. The company uses heat-pipe technology, the same tech used to cool satellites; heat is drawn away from the LED globes with an aluminum heat sink. This preserves the LEDs’ phosphorus coating, extending the light’s lifespan.

“Other designers have made half-hearted attempts to cool LEDs. But it’s not enough,” Jake Dyson, company founder, said. “Their lights are built to fail and they don’t seem to mind. We mind. So we’ve invented the first light that cools LEDs properly. As a result, it lasts for 37 years.”

The lamp sits on a zinc alloy base. It rotates 360 degrees and combined with horizontal and vertical arms that can slide, the LED lamp can move into multiple positions.

Dyson’s new LED lamp has a price tag starting at $610.