He claims his latest inventions are a breath of fresh air.
But with a combined cost of around £1,000, Sir James Dyson's two 'wellbeing' gadgets are perhaps as likely to induce a sharp gasp.
The controversial businessman is marketing a lamp that claims to mimic daylight and a desktop air purifier.
Dyson claims its products will bring fresh air and natural light to those stuck in front of a screen for hours on end.
However, the gadgets maintain the firm's reputation for expensive products, such as its £300 hairdryers and £550 fan heaters.
The Dyson Lightcycle continually adjusts its colour temperature and brightness in relation to your local daylight, providing the right light for the right time of day
The light, which uses LED bulbs, dims when the sun sets to mirror the natural world
The Pure Cool Me 'personal purifying fan' is £299.99, while the Lightcycle is £649.99 for the floor lamp and £449.99 for the desktop-sized version.
Sir James, who is under fire over his decision to relocate Dyson's headquarters from Britain to Singapore, has also announced an upgraded version of its cordless vacuum cleaner. The V11 Absolute will cost from £499.99.
Yesterday, his eldest son Jake led the launch of the lamp and fan, which he claimed are an alternative to going for a walk or opening the windows for those who spend most of their lives indoors. The lamp mimics daylight conditions.
The firm says: 'The Dyson Lightcycle task light continually adjusts its colour temperature and brightness in relation to your local daylight, providing the right light for the right time of day.
The Pure Cool Me purifying fan is described as 'a perfect fit for your personal space – whether beside your bed, on your desk, or in a nursery' and 'engineered to support your wellbeing, delivering cleaner air and a more comfortable cooling experience'
The Lightcycle also provides options that change the intensity of its output
