Pure Genius® Smart Floors

Pure Genius Unlocking the purifying properties of wood

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.

Pure Genius air purifier floor is the result of years of research in a joint venture between the Swedish firm Välinge and the Danish firm Photocat AB. Lauzon is solely licensed by Välinge Photocatalytic AB to use their photocatalytic technology ACTiO2TM.

This air-purifying agent made of titanium dioxide is a component of our Titanium finish. It is activated by natural and artificial light, that cause it to break down toxic contaminants on contact (formaldehyde and other pollutants present throughout the home) and transform them into harmless molecules. Its constant and consistent action is so effective over time that it has been shown to purify air indoors by up to 85%.

Smart Hardwood Flooring

That’s why we call Pure Genius hardwood flooring smart floors. They continuously break down airborne toxins, creating a constant supply of pure air in the home. Independent studies show that indoor air in rooms installed with Pure Genius floor is up to 85% purer than in rooms without this flooring.

After 30 days, rooms with Pure Genius flooring have shown formaldehyde levels of only five parts per billion (ppb), compared to 16 to 32.5 ppb found in a typical home. According to Health Canada, levels of 40 PPB or more are harmful for health.

This is especially important in contemporary airtight buildings. They tend to retain pollutants and toxic contaminants, such as the formaldehyde released by furniture, building materials and common household products.

Click on the house below to see some of the contaminants that can be found in a typical home.


  • Vinyl floors
  • Cabinets and composite wood products
  • Hidden mould
  • Paints
  • Air fresheners and candles
  • Beauty products
  • House cleaning products
  • Spray products


  • Adhesives and varnishes from flooring
  • Carpets
  • Dry-cleaned clothing or dry-cleaning plastic bags
  • Fabrics and curtains
  • Furniture
  • Mattresses and pillows made of synthetic materials
  • Paints


  • Vinyl or laminate flooring
  • Hidden mould
  • Cooking and frying oils
  • Cleansers and disinfectants
  • Air fresheners and candles
  • Cabinetry
  • Paints
  • Solvents

Living room

  • Carpets
  • Adhesives and varnishes from flooring
  • Composite wood products
  • Furniture
  • Fabrics and curtains
  • Wood-burning stoves
  • Newspapers
  • Fireplace


  • Fuels and petrol
  • Automotive products
  • Glues and adhesives
  • Solvents
  • Stored paints and chemicals
  • Vehicle exhaust
  • Sports supplies

Laundry Room

  • Vinyl floors
  • Cabinets and composite wood products
  • Hidden mould
  • Paints
  • Air fresheners and candles
  • Detergents and fabric softener sheets

For a healthier living space. Naturally.

Everyday 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. Based on the fact that we are spending 90% of our time indoors, 14 hours a day at home, the air quality of our home is something we should all be concerned about.

View video to find out more air quality disturbing facts.

Healthful flooring, for your family’s wellbeing

Pure Genius retains the natural beauty and appearance of your fine hardwood flooring while making your living space cleaner, safer and healthier.

  • It helps purify the air in your home by breaking down noxious VOCs.
  • It’s like having the filtering power of 3 mature trees in your home with a purifying effect of up to 85%.
  • It decomposes bacteria, viruses and moulds up to 99.6%.
  • Reduces potential carcinogens that may lead to allergies, fatigue and respiratory problems like asthma.
  • It also minimizes common household odors like cooking smells & pet odors.
  • The finish is highly washable and resistant, allowing hardwood cleaners to disperse better, so not only is the atmosphere cleaner, but the floor is cleaner, too.
  • The Titanium finish with Pure Genius has a guarantee of 30 to 35 years, depending on the collection and is effective throughout its lifespan.
Plancher de bois famille Pure Genius Lauzon

How does it work?

Constant action. Consistent performance.
Pure Genius works constantly, without any loss of performance over time. Like a tree, Pure Genius breaks down molecules, converting them into harmless water and carbon dioxide. It’s pure genius!

Activated by light.
Titanium dioxide naturally reacts to the presence of natural or artificial light. When it gets dark, the molecules continue to act for a while, then “recharge” when the light returns.

Air circulation as a vehicule
The elimination of toxic molecules requires contact with the floor’s Titanium finish containing Pure Genius. Simple movement and basic ventilation are sufficient to ensure adequate air circulation.

The entire floor is an interface area.
When exposed to light, the surface of your floor acts as a giant natural filter. As toxic molecules come into contact with the active nanoparticles of Pure Genius, they are naturally broken down and converted into harmless and imperceptible water and carbon dioxide molecules.

Pure Genius Action Hardwood Flooring Lauzon

A clever photocatalytic floor

Pure Genius is a real smart hardwood floor compared to other photocatalytic technologies.

  • Pure Genius is effective with visible light (natural and artificial), while most photocatalytics technologies available only react with natural sources (sun).
  • The active components of Pure Genius are concentrated directly on the air-flooring interface, maximizing air contact and therefore amounting to a more effective photocatalytic action. This is in comparison to, for example, photocatalytic paints, cement, asphalt or ceramics, in which the additive is diluted within the whole body of the material and not on the surface where it is actually working.
  • Lauzon is the only manufacturer in the world to offer this technology in hardwood flooring.

A built-in feature of Lauzon’s new Émira Hickory flooring,  Authentik Red Oak flooring and Organik FSC®– certified Hard Maple flooring series, it is also offered as an option on most Lauzon Designer and Ambiance Collections products.

For more information about Pure Genius please visit our Pure Genius FAQ section.

Pure Genius living room hard maple hardwood flooring white Bianco Designer Lauzon