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The new object of desire? It's the vacuum

May 22, 2003|Janet Eastman | Times Staff Writer

It has smooth curves, a compact body, luminescent skin and lots of power.

It's neither a supermodel nor a sports car.

It's a vacuum cleaner.

"Vacuums used to be sold by a salesman dumping dirt on the carpet," said David Kelley, professor of product design at Stanford University. "Then someone decided that this sleepy object could make users feel good and be a reflection of our self-image."

Vacuums now come in brilliant colors, cool metallic finishes and clear acrylics that proudly show off advanced engineering. They've been included in exhibitions at prominent modern museums.

They even have PR agents.

"We set a stage for a vacuum to be seen as a luxury product," said Lori Dolnick of Thacker & Frank Communications in New Jersey, which handles the image of the vacuum made by Miele Inc., a German appliance company founded in 1899.

In 1984, the company introduced a sealed canister model that sucked up and held onto even microscopic dust mites. Now with a top vacuum power of 141 cubic feet of air per minute, or CFM, it can inhale just about anything that's hiding out in the carpet and padding, all the way down to the slab.

But it was Miele's arresting appearance -- it looked like a hard-shelled beetle and came in bright, candy-toned colors -- that took vacuums out of the closet and onto the photo shoots of decor magazines.

"When we're in Elle Decor, Metropolitan Home or House & Garden, they're not talking about performance or filtration," said Dolnick. "We get featured in those magazines because we're cool looking."

Dolnick does not mind adding that Miele canister vacuums, which now come with HEPA filters, are used to clean the Oval Office.

Well, if it's good enough for the presidential home, it might be just what I need to replace my 15-year-old Hoover Elite. That upright vacuum, which was the bottom of the Hoover line when I bought it, sucks up a whopping 20 CFM, according to one vacuum salesman who dismissed it as old-fashioned as a dial telephone.

A friend brought her Miele over to my house for a comparison test. First, I ran the old Elite over the living room carpet and then she went over the same section with her machine.

We opened the Miele and found in its bag and filter a disgusting amount of dirt and dust that my vacuum had missed.

"It's the difference between a BMW and a bicycle," said an eager salesman at Best Vacuum & Janitorial Store in Santa Ana, where I went to further examine modern vacuums.

The store had canister Mieles starting at about $200 on up to nearly $1,000 for a top-of-the-line aluminum model.

I had never used a canister before -- they're popular in Europe, while the United States market is dominated by uprights. Canisters are great for reaching under couches and beds, they sit nicely on stairs and they don't mind being pulled by the hose. They're designed to follow like a puppy.

The Miele was quieter and better looking than other, less-expensive canisters I eventually tried. It also didn't flip over, even when I quickly changed directions.

But what I didn't like about canisters is that they tend to take up more space in a closet, and, well, my mom always used an upright.

I'm not the only one for which an old-fashioned vacuum is a symbol of an ordered home. "We hear from people who don't want to get rid of a vacuum they've had for 60 years because they see it as a family helper," said Jackie Love, a spokeswoman for the Ohio-based Hoover Co. that produced the first uprights in 1908. "They use it, depend on it, interact with it."

Hoover has come a long way from its first vacuum devised from an electric fan, tin soapbox, pillowcase and broom handle. Its current premium upright line is WindTunnel, which includes models that sell from about $200 to $450.

The upper-end WindTunnels are self-propelled -- you just guide them around a room. But that's not always an advantage. Invariably, there are some situations where you have to lift and carry the machine, whether it's when you are going up steps or putting it away, and the self-propelled mechanism makes these models relatively heavy. They also are louder than comparable, manually propelled machines.

More important is that some of the more expensive WindTunnels are bagless -- when the dustbin gets full, you just open a trap door and dump it out. This eliminates those searches for replacement bags.

Another advantage of bagless is that when you mistakenly vacuum up something valuable -- an earring, keys, $20 bill -- you can retrieve it without having to open the contents of a grim, packed paper bag.

Finally, with no bag and the dustbin encased in clear plastic, you can actually watch WindTunnels suck the muck in, and that's somehow satisfying.

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