Pure Genius Air Purifying Smart Floor

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Every day we take over 20,000 breaths. Often the indoor air we breathe is vastly more polluted than the air outside, five to ten times according to some estimates. This is due to the fact that we live in increasingly air-tight environments that contain many sources of indoor pollution. Building materials, furnishings or common household products can continuously emit toxic contaminants, the most common of which being formaldehyde.

The Importance of Indoor Air Quality

We typically spend 90% of our time indoors and 14 hours a day at home. This is why the quality of the air in our home is something we should all be concerned about. Poor indoor air quality can lead to a host of ailments, including allergies and asthma.

Children are particularly susceptible to the effects of air quality on health. To protect our children’s health, it is essential to reduce their exposure to chemicals. Children exposed to a strong emission of VOCs are 4 times more at risk of suffering from asthma than other children. It’s alarming when you know that over the past 10 years, the number of children with asthma increased by 160%.

To make sure that the indoor air you breathe is healthy, choose materials and products that emit the lowest possible amount of pollutants. Our commitment to continuous improvement, aesthetic perfection and environmental responsibility and sustainability is epitomized in our latest offering, Pure Genius, the world’s first smart hardwood floor.

What is Pure Genius?

All our floors are manufactured without solvents, volatile organic compounds or formaldehyde and meet the strictest standards for toxic emissions. Our floors with Titanium finish go even further in striving for purity through our exclusive advanced technology, Pure Genius. Pure Genius is a light-activated, air-purifying agent made of titanium dioxide, which is integrated into Lauzon’s Titanium floor finish.

Pure Genius How it Works

How Does It Work?


Pure Genius works all on its own. Natural or artificial light activates the titanium dioxide in Pure Genius, setting the air-purifying agent in motion.


The air circulation generated by your movement through a room or a fan is all that’s needed for the toxic contaminants present in the air to enter in contact with the active Pure Genius nanoparticles.


The active nanoparticles in Pure Genius decompose toxic contaminants in the air (formaldehyde and other pollutants) and convert them into harmless water and carbon dioxide molecules.

The Benefits for You

Pure Genius helps improve your health and those who share your home in several ways while bettering air quality:

  • Perfect floor for families with kids
  • The only air-purifier hardwood floor in the world
  • Makes the air in your home up to 85% purer
  • Reduces symptoms of respiratory (asthma & allergies) and immunosuppressive disorders
  • Actively suppresses potentially carcinogenic emissions (formaldehyde, solvents, volatile organic compounds and other air-borne pollutants)
  • Decomposes up to 99.6% of bacteria, viruses and mold
  • Reduces stubborn odors (cooking, smoke, pets, etc.)
  • Disperses hardwood floor cleaners more easily, giving you cleaner floors