Vacuum cleaner: hardly a phrase that fills you with excitement.
However there's something decidedly rock and roll about the
hi-tech models of the home appliance engineered by Dyson.
The firm has been known for its revolutionary approach to vacuuming for years now, and in the rock and roll city of Berlin it took things even further by unveiling the first vacuum cleaner boasting no bag, no loss of suction and a filter that never needs changing.
Having to change vacuum filters is a simple enough job, but surely there's better things you could be doing with your time?
Dyson's Cintetic technology means you can forget all about "fussy filters". It uses cyclones so efficient the filter never needs changing.
Neither does the filter need washing or replacing either - it
pretty much looks after itself.
It works by separating microscopic particles. This sounds a bit scientific, but it's pretty simple really - it just means clogging dust is simply thrown away.
Over the years you can sometimes find your vacuum starts to lose
its suck, but Dyson has also tackled this. Boffins said Cinetic was
tested with the amount of dust collected in a household in 10 years
and found it never lost suction.
Sir James Dyson said: "Getting rid of bags solved the frustration of my vacuum losing suction.
"But washing filters - or worse buying them - is still a nuisance.
"Dyson Cinetic cyclones are so efficient at separating microscopic particles that everything gets thrust in the bin, and you can forget about fussy filters."
Their new cyclones feature flexible tips, which are agitated by
the spinning airflow - setting up an oscillation. This oscillation
prevents dust from sticking to the cyclones to keep them
Cinetic corners like it's on rails too, thanks to it sitting on a ball which makes tight angles in your living room a joy to negotiate.
Alex Knox, who was one of two engineers when Dyson started, told
the Berlin IFA press conference: "It will last for 10 years, over
the lifetime of the machine, without losing performance.
"It is a really exciting technology. It has taken us six years to develop. We think it is a really big step and a really big change."
Cinetic is available in Europe from October. It costs between
469 and 479 euro (£395 and £403).
Can you see yourself going gaga for a filter that never needs changing? Let us know in the comments below…
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