Architectural Digest and Michaels Launch Curated Frame Line with Augmented Reality Customization
Michaels has partnered with Architectural Digest to release an initial set of five picture frames, each designed to evoke a distinct aesthetic from vintage luxury to Space Age modern. The collaboration will later expand to include 15 total mouldings. Michaels is also upgrading its framing services with a revamped in-store display and an online 3D and augmented reality frame builder for custom orders.
The initial five mouldings span distinct design eras, from a French flea market-inspired gold piece with bead wood detailing to a metallic silver option featuring Space Age beveling. Additional styles include a sleek black double-step float frame, a warm walnut distressed barn wood design, and an ornately scrolled gilded option for maximalist tastes. The partnership will eventually grow to 15 total mouldings.
Beyond the curated designs, Michaels is overhauling its framing infrastructure. In-store displays will now organize over 200 frames by visual aesthetic, while the new online builder lets customers upload personal photos or select from a digital gallery, then customize size, material, matting, and glazing. The augmented reality feature allows shoppers to visualize finished pieces in their own living spaces before committing to a custom order.
This collaboration could democratize designer-curated aesthetics, making editorial-style framing accessible to mainstream craft-store shoppers who might not typically engage with high-end design publications. The augmented reality tool may also shift consumer confidence in online custom framing, reducing hesitation about color and scale mismatches by previewing results in real home environments. For Michaels, this could strengthen its competitive position against online