Canadian Contractor

Steve Payne   

Hardwood flooring that purifies the air?

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The air-purifying flooring is available at specialty flooring retailers across Canada for between $5.25 and $12.75 per square foot, depending on the specific type and style.

A Quebec-based company, Lauzon Distinctive Hardwood Flooring, has recently launched a new product that it claims will improve indoor air quality of a home. The “smart hardwood flooring” is branded Pure Genius.

Activated by natural or artificial light and by the movement of air, the unique, high-quality intelligent flooring – which comes in a wide range of styles and finishes – continuously breaks down airborne toxins, creating a constant supply of pure air in the home,” the company says. “In fact, studies show that the air in rooms installed with Pure Genius is up to 85 per cent cleaner than spaces without the flooring.”

“Many people don’t realize the extent to which the air-tight environments in today’s homes contain pollutants and toxic contaminants, such as formaldehyde emitted from furniture, building materials and common household products,” said Nathalie Lambert, Marketing Manager of Lauzon, explaining that indoor air is often five to 10 times more polluted than outdoor air. “Poor air quality in the home causes build-up of bacteria, viruses and moulds, and may lead to allergies, fatigue and respiratory problems like asthma.”

Pure Genius is specially-formulated using a patented titanium dioxide technology that decomposes bacteria, viruses and moulds, and reduces potential carcinogens by constantly transforming toxic airborne particles into harmless water and carbon dioxide molecules, Lambert explained.

She added that, after 30 days,rooms installed with Pure Genius flooring have been shown to have a formaldehyde level of only five parts per billion (ppb), compared to 16-32.5 ppb found in a typical home. What’s more, Pure Genius helps reduce household odours such as cigarette smoke, pet urine and lingering cooking smells.

Highly washable and resistant, the flooring enables hardwood cleaners to disperse better, so “not only is the atmosphere cleaner, but the actual floor itself is cleaner,” Lambert said, adding that the technology works for as long as the finish lasts. The Pure Genius Titanium® finish has a guarantee of 30 to 35 years, depending on the collection.

“Pure Genius gives new meaning to feeling good in your home décor,” she said. “The purifying effect is so strong, that for an average 1,377-square-foot Canadian home installed with Pure Genius, it’s like having three trees in your home.”

Pure Genius flooring is available at specialty flooring retailers across Canada. The flooring retails between $5.25 to $12.75 per square foot, depending on the collection, type of flooring and style.

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5 Comments » for Hardwood flooring that purifies the air?
  1. D.B. says:

    No comments? And little or no substance to the “article” that comes off more like a copy/paste of the company advertizing. In fact that’s exactly what it looks like. I was hoping for an independent review of the claims and product. I suppose that’s why there are no comments, there is no article here, just another advertisement of big claims.

    • Robert Koci says:

      D.B. I an assure you, we didn’t get a cent for this post from the manufacturer. We posted this because we thought it would be of interest. You have to admit it’s a pretty crazy idea that I am sure you’ve never heard before. We didn’t comment because we know nothing about the product other than what we received from the manufacturer. If we get information from a contractor that has used the product, we will be happy to post what they have to say.

      BTW: if we do get money for a post, which we might occasionally, we’ll label it as sponsored post.

  2. D.B. says:

    Thanks for the quick reply Robert, and the assurances. Yes, the idea sounds a bit far fetched and was news to me when I started seeing the ads on TV lately, so I’m searching for info. Your site was the first Canadian one I came across and the headline tag with it’s question mark lured me into thinking it was something more than a new product announcement. I guess I took it the wrong way and perhaps was intended that the author was as curious about it as I am.

  3. This is a very interesting concept if it actually works. I am looking out for more information on it and some testimonials.

  4. I never thought that hardwood flooring has the capability to purify the air. This is news that should be spread!

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