The Michaels Cos. Inc., an Irving-based arts and crafts retailer, turned to 3D and augmented reality technology to modernize its picture-framing business.

Michaels said its new 3D- and AR-supported frame builder lets customers preview and place a custom order online. Shoppers can also save a design for an in-store framing specialist to complete.

“Framing is an art form that transforms memories and artwork into home décor, and we are making it easier and more inspiring than ever for our customers to bring their visions to life,” Nicholas Bertram, president and chief operating officer at Michaels, said in a statement.

“Whether shoppers are looking for a quick, trend-forward ready-made frame or a bespoke custom piece visualized right in their living room, we are elevating every touchpoint of the framing journey,” Bertram said.

How the frame builder works

Michaels customers can use the new online frame builder to upload their own photos or select art from a gallery. They can customize aspects such as size, material, matting and glazing.

The 3D and AR capabilities help shoppers visualize custom pieces in real time, Michaels said. Shoppers can project designs onto their own walls by scanning a QR code with a mobile device.

“Our expanded framing assortment and innovative digital tools reflect our commitment to meeting our customers however and wherever they create,” said Heather Bennett, president and chief customer officer.

“By seamlessly blending a refreshed, style-forward in-store experience with immersive 3D and AR visualization online, we are empowering shoppers to bring their visions to life with absolute confidence,” Bennett said.

Beyond framing

Michaels’ next-generation store design includes stations like this fabric Swatch Bar designed to fuel creativity. [Photo: The Michaels Cos. Inc.]

In another tech innovation, Michaels customers can create same-day custom canvas prints in 8×8 and 8×10 formats. The service turns photos into ready-to-display art in a single store visit. Later this year, Michaels will introduce a customizable 3D acrylic photo ornament.

Michaels offers custom-framing services online and at its more than 1,300 stores in the U.S. and Canada. The company also owns Artistree, a manufacturer of custom and specialty framing merchandise. In April, it announced a partnership with potter and designer Jonathan Adler for an exclusive product collection.

A new look for Michaels stores

The 3D and AR framing technology debuted as Michaels continues the rollout of its “experiential” store format. So far, next-generation stores operate in Irving; Easton, Ohio; and Rogers, Arkansas.

“Our new stores represent an exciting milestone within Michaels’ broader transformation to redefine the customer journey and become a true destination for creativity and celebration,” CEO David Boone said in a statement.

“The new format reflects our customers’ desire for more inspiration and hands-on, analog experiences, while providing a space for the local community to connect, create and celebrate,” Boone said.

Michaels said the format is a testing ground to “refine and scale” in-store features before adding them chainwide. These features include reconfigured space for ready-made and custom framing services. A glass wall lets shoppers watch framing specialists work on customers’ projects, the retailer said.

Introducing hands-on creativity stations

Outside the framing section, new-format stores offer five interactive stations. For example, the Charmed Bar station allows customers to personalize jewelry, such as bracelets and necklaces, with charms and other accessories.

The company plans to launch another station, the Marker Bar, at all of its stores in late August. There, customers can customize markers in different colors and sizes, and with different tips.

Michaels’ new-format innovations go beyond the five interactive stations, though. The front-of-store Knit & Sew Shop, for instance, includes the Swatch Bar. Michaels said it invented the Swatch Bar to bring 1,000 online samples into stores.

“Shoppers can physically touch every swatch to find their favorites, scan the QR code on any sample to shop and order on their mobile device, or receive one-on-one assistance from [an employee] to place the order and have it shipped right to their door,” the retailer said.

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