Michaels Launches 3D Frame Builder: What Shoppers Should Know

A major craft and home decor retailer is rolling out a significant digital upgrade to help customers envision custom frames in their own spaces before making a purchase. The move marks part of a broader push to modernize the shopping experience both online and in physical stores.

What’s Happening

Michaels has introduced an online frame customization tool powered by 3D and augmented reality technology. Using the platform, shoppers can adjust frame specifications including size, materials, glazing type, and matting options. The process is straightforward: customers scan a QR code with their mobile device, then use AR to project their custom frame designs directly onto their walls in real-time. This allows them to see exactly how a finished frame would look in their home before committing to a purchase. After previewing their creation digitally, customers can visit a local store to complete their order.

Beyond the digital tool, the retailer is expanding its physical frame inventory with more than 200 new options spanning various design aesthetics, from modern and bohemian styles to classic and romantic themes. The company has also partnered with Architectural Digest to launch a curated collection of frame mouldings, starting with five designs and eventually offering 15 options across online and in-store channels.

This investment in framing aligns with earlier enhancements the retailer made to its framing services, including a 10-minute in-store framing service and same-day printing options for larger-format fine art prints.

Why This Matters for Shoppers

Frame shopping has traditionally required either visiting a store physically or relying on imagination when ordering online. This new tool removes that guesswork. By visualizing a frame in your actual space using AR technology, you gain confidence that your selection will complement your decor and fit your vision before you pay. That reduces buyer’s remorse and the hassle of returns.

The expanded frame assortment also means more choice. Whether your taste runs toward contemporary, eclectic, or timeless designs, the addition of over 200 new frames gives shoppers substantially more options than before. The Architectural Digest partnership signals a focus on design-forward aesthetics, suggesting the new frames will appeal to customers who care about style quality.

For those who value efficiency, the 10-minute framing service is a practical benefit. Combined with same-day printing, customers can now move from concept to finished product within a single day rather than waiting weeks.

Part of a Larger Digital Transformation

This frame builder launch is one of several moves the retailer is making to modernize how customers shop. Last month, the company unveiled an AI-powered shopping assistant called Ask Mike, which leverages Google’s AI infrastructure to deliver personalized product recommendations based on what customers are searching for. This type of intelligent search is becoming increasingly common across retailers that are adopting AI to improve the shopping experience.

The company is also reshaping its overall assortment and store experience. In May, the retailer announced plans to expand its party supplies section by 60%, adding products featuring popular characters like Hello Kitty, Stitch, and Bluey. Additionally, the company has opened a third experiential store location in Rogers, Arkansas, where customers can access services such as embroidery, engraving, custom sticker creation, and framing all in one place. Two earlier locations opened in Irving, Texas, and Easton, Ohio.

The Bottom Line

If you’re in the market for a custom frame, these updates offer genuine advantages. The 3D and AR preview tool removes uncertainty from your purchase decision, the expanded frame selection gives you more styles to choose from, and the faster framing services mean you can get your finished product sooner. The partnership with Architectural Digest suggests these new frames will reflect current design trends rather than outdated stock. Whether you’re framing artwork, family photos, or memorabilia, the retailer’s commitment to both digital innovation and in-store service means you’ll have multiple convenient options for completing your project. You can explore every deal category we track to compare pricing and current offers across retailers, ensuring you get the best value on your frame purchase.