Michaels launches 3D and AR custom framing experience

Michaels has launched a new omnichannel custom framing experience for customers in the United States and Canada. The initiative features a digital-first approach utilizing 3D and augmented reality (AR) technology. Through an online frame builder, customers can customize dimensions, materials, matting, and glazing for their artwork or photos.

By scanning a QR code with a mobile device, users can use AR to project their customized frames onto their walls to visualize the final product in their own space before completing the purchase and finishing the project in a physical store.

As part of this launch, Michaels has partnered with Condé Nast’s Architectural Digest to offer a curated collection of mouldings. The retailer is also introducing over 200 new ready-made frame styles ranging from modern to classic designs to refresh its overall assortment.