Michaels has launched an online frame builder that pairs 3D modeling with augmented reality, letting shoppers design a custom frame and preview it on their own wall before buying, Retail Dive reports.
The tool lets customers configure a frame's size, materials, glazing and matting, then scan a QR code with a phone to project the finished design onto a wall through AR. Projects begun online can be completed in stores, where the chain pairs the builder with its 10-minute framing service and same-day printing of larger-format fine art pieces.
Alongside the builder, Michaels is introducing a curated mouldings collection developed with Architectural Digest. The line opens with five options and will expand to 15 across online and physical stores, joined by more than 200 new frames spanning modern, bohemian, classic and romantic styles.
Heather Bennett, Michaels' president and chief customer officer, said the pairing of a refreshed, style-forward store experience with immersive 3D and AR visualization online is meant to help shoppers "bring their visions to life with absolute confidence."
The launch extends a broader digital push at the crafts retailer. About a month earlier, Michaels introduced "Ask Mike," an AI shopping assistant built on Google's AI infrastructure that serves personalized product recommendations. The company also recently opened its third experiential store, in Rogers, Arkansas — following locations in Irving, Texas, and Easton, Ohio — offering embroidery, engraving, custom stickers and framing services, and has grown its party assortment by 60% with licensed characters including Hello Kitty, Stitch and Bluey.
Headquartered in Irving, Texas, Michaels is North America's largest arts-and-crafts specialty retailer, and custom framing has long been one of its signature service businesses — making it a natural first category for tools that connect online design work to in-store completion.
