The company that revolutionised vacuum cleaners has taken aim at another household item, the fan.
British company Dyson has created a fan that uses suction and acceleration, rather than rotating blades, to expel air.
Not only is it bladeless, but it is small and compact and can be used to distribute both hot and cold air. However, you will pay for the privilege.
With summer on the way, the good news for Australians is that it is being launched here first and will be available for purchase from next Wednesday.
Resembling a large lollipop or magnifying glass in its shape, the Dyson Air Multiplier draws in air and amplifies it 15 times. The ring that expels the air is hollow and is not covered by a grill. Air speed can be adjusted using a dimmer.
It is available in two sizes, the larger model stands at 55 centimetres high and will retail for $399. The smaller model is 50 centimetres high and retails for $379.
Dyson Australia managing director Ross Cameron said one of the main benefits was the smoothness of the air flow.
"The issue with blades is if you wear a light blouse or shirt and stand in front of a fan you will see it flapping," he said. "The blade sends out a chunk of air, you feel it come past, it annoys you. So, with having an even flow of air coming out, it is less irritating."
He said it was easy to clean and safer for children as there were no blades to poke things into. It could be put in front of a heater in winter to help distribute warm air around a room, he said.
Design director for Design + Industry Giovanni Ciampa described the fan's design as "pushing the boundaries" and "sculptural" said consumers would be intrigued when they first saw it.
"I guess with a fan the test is in the pudding, you have to turn it on and test the air stream, but just in its look, it is quite attractive, simple and sleek," Ciampo said.
Household fans seem like an odd direction for a vacuum cleaner specialist to go in to.
Cameron said it came from research the company was doing into hand dryers.
"When we were testing these hand dryers, we noticed that it was increasing the volume of air, it was pulling air with it," he said. "Someone said this would make an interesting fan. One piece of technology will lead to another piece of technology."
He defended the fan's hefty price tag, saying when customers put the Dyson version next to a traditional fan, the benefits would sell it.
"All new technology does come at a slightly higher price," he said.
For details: www.dyson.com.au.