The Giko Electric Fan is a conceptual house fan, and 10x more effective than any other electric fan.
The reasoning behind its overly circular form is that air circulation is faster and more powerful thanks to their curves. The four blades move in a circular form to improve its air circulation and power output. The blades have a curved form, just like every other fan only, that the whole blade is curved, whereas an everyday fan is curved in a particular spot. This fact gives this particular fan the advantage that it sends air in every direction.
It is cheaper, because it does exactly the same movement with other fans but from a different angle, using the same amount of energy but producing more air than a common fan.