At first glance, it resembles a typical gas fireplace complete with wood mantel, fake ceramic logs and warm flames billowing up from the grate.
But isn't that the sound of crackling wood?
And what's a fireplace doing in the middle of the room. Where's the vent for crying out loud?
Actually, there isn't a vent. The ventless unit produced by Toronto-based In Flame Fireplaces is a new product -- at least in B.C. -- aimed at people who can't have gas or wood-burning fireplaces in their homes.
In fact, it requires no venting, no installer, no chimney and no hookups, either gas or electric.
The manufacturer says the fireplace, which is Underwriters' Laboratories of Canada (ULC) approved for indoor unvented use, doesn't emit toxic byproducts and produces up to 9,000 BTUs of heat at full capacity.
Many feel they are just the thing for apartments, condos or older houses where venting or rebuilding a decrepit wood-burning fireplace and chimney isn't an option.
"We introduced them a month and a half ago," notes George Linger, owner of The Finishing Store in Victoria, one of two stores in B.C. selling the fireplaces.
"They're very convenient. I use one myself. You take it home, put it against the wall, put in your fuel, and light it. You can stand them in the middle of the room if you want."
Linger says he's sold 15 to 20 so far.
"They're being received the best by people with old fireplaces who don't use the wood burners any more," he adds. "They've got this hole there and they're looking at options. But if you don't have gas available, what do you do?"
The In Flame Fireplace is an upgraded version of a product that's been sold for years in the U.S., less so in Canada.
Company president Tim Petrullo calls it a "green" product, pointing to its patented Sunjel Premium fuel, which he says burns cleanly inside a fuel box holder and then converts into water vapour, not smoke.
The Sunjel is actually a corn or sugarcane-based ethanol alcohol gel which has been certified by Environment Canada for use in homes. The inserts start at $249, with the fireplaces starting at $599 and rising to $2,199 for a complete unit.
Sold in cases of 24, the cans of gel sell for $4.99 each and can be burned up to three at a time. Each can burns for up to three hours.
Marni Maitland, a teacher in Richmond, bought an In Flame insert two months ago for her chiminea (clay outdoor fireplaces that can also be used indoors), which she keeps in her kitchen. She plans to buy another one, saying she can take them with her if she moves.
"I absolutely love mine," she says. "One of the sheer joys is I have my fireplace in my kitchen. I can come in and sit down for a cup of tea for 20 minutes and just turn on the fireplace. It gives off a nice warm heat, unlike the electric [fireplaces]."
The Sunjel fuel cans are placed behind the ceramic log in a metal box with a hinged cover that can douse the flame at any time so the entire can isn't used.
A secret ingredient provides a soft crackling sound to simulate a wood fire. However, a slight alcohol scent is present, although it can be masked with aroma chips that put off a slightly woodsy smell.
A demonstration for The Vancouver Sun revealed that the fireplaces do in fact produce a decent flame, although two or three cans are needed to provide the nicest effect.
However, the open cans are easily seen behind the logs, a situation sales agents say can be rectified by simply raising the mantel or adding more ceramic logs to hide them.
The fireplace does produce heat -- again two or three cans are needed for the best result -- but not as much as from a typical gas fireplace.
As well, the cost of the Sunjel cans means the ventless fireplaces might not be the best option if a fire is desired every night.
Petrullo agrees that gas fireplaces, which can produce more than 30,000 BTUs, are hotter. "We don't claim to heat a home. We're here to give a nice ambient fire for people and a little extra warmth."
Mark Perry of Kerrisdale Lumber markets In Flame fireplaces in Vancouver.
He says sales have been slow since he started selling them two months ago.
"I'm working on a plan right now to market them to condominium/strata councils, because it makes a lot of sense for people who don't have the gas or the venting. There's nothing else in Canada like them."
Despite that optimism, local fireplace companies are cool towards them.
"They're kind of hokey," says Robert Koby, owner of Vancouver Gas Fireplaces, which sells gas, wood and electric fireplaces. "From what I've seen it doesn't look like something our clients would want. But if it's as good as they say it is, I'd certainly have a look at it."
Koby says he's not convinced the fireplaces are pollution free. He also feels the water vapour from the fireplaces could cause problems.
"Think of running a humidifier full time in your house, with water running down your windows. Same principle. From what I've seen, the electric fireplace is the best option for people who can't vent."
Kerry Boiselle, a salesman at Vaglio Fireplace Ltd. in Vancouver, says the company had an opportunity to sell In Flame but decided against it. "There's no niche in our business for it."
Boiselle says that Vaglio sells hundreds of electric fireplaces each year for those who can't vent. "The biggest thing for us is electric. You see a flame, but [the flame is] an illusion. But the quality of the illusion is such that it's remarkable."
However, Petrullo dismisses critics, saying In Flame has never had a humidity problem. "I think they [critics] are scared of a new product. I don't know why."
He also says they have 25 stores in Ontario and plenty of happy customers. "We've had no complaints at all. We're getting nothing but positive feedback."
As well, tests by Chemisar Laboratories of Ontario showed that the concentration of contaminants, including carbon monoxide and hydrocarbon emissions, in Sunjel was "well below" recommended Environment Canada limits.
Petrullo feels Vancouver will eventually be a major market for In Flame, especially since it carries Environment Canada's EcoLogo. "I was out there in the spring and learned about how important it was there to have a clean product, the tree huggers and everything.
"We've sold thousands [in Ontario]. We had lineups in our showroom last November and December right out the door to buy our product."
