Every idea starts with a problem. Designing a gallery wall is hard, custom framing is expensive, and it all takes way too much time. The effort and cost means that hundreds of prints, pieces of memorabilia, & pictures never get to live inside a frame, decorate your home, or help tell your story. So, we decided to do it differently – and better!

Problem Solved.

By reverse-engineering the framing process, and focusing on 11 “readymade” sizes, our frames are ready to ship, in 15 styles, yet still handcrafted – and much less money. With this model, we’ve eliminated the time, cost, and risk of lost art. Whether you’re uploading digital photos – for us to print & frame, or you’re the DIY type who prefers FRAMEKiTS – mini sets of 3 to 14 empty frames – complete with mats – we’ve simplified it all.

Our Readymades

“Readymade” isn’t a new idea, but historically, it has meant compromising on quality. Not anymore. We hand-cut & join our readymade frames from the same elegant moulding styles, with the same finishes, as museums, galleries, and quality frame shops. Each includes a pure white, double-thick archival mat. You may upgrade to shatterproof plexiglass or our nearly “invisible” & protective “museum” glass. Prices start at only $39.

My Story

I know what I’m talking about. I’ve been in the picture framing and art business for 18 years, having owned a variety of galleries & stores on both coasts. Every time a custom frame is built, it starts with 1 or 2 “sticks” of moulding. There’s a lot of waste, which is why picture framing has a reputation of being “expensive” – customers have historically paid for this “waste.” At my stores, we made readymade frames from this waste, also called “shorts”, thus repurposing them into artisan made frames in standard sizes. They flew out of the stores…custom quality at readymade prices.

We applied this principle at PiCTUREPLAYS.

Gallery Walls

Gallery Walls were another “problem” that needed to be solved. Everyone loves them and wants one, but they’re hard to design. Maintaining balance and proportion, with multiple frames, isn’t easy. Customers needed guidance on size, color, mats, placement, and theme. Needless to say, it’s an easy project to put off, and most people do.

Fast forward to today and the creation of PiCTUREPLAYS.

Integrate our frames into one of our 14 gallery “layouts” for any size wall. Upload your favorite photos, for us to print and frame, or frame ANYTHING at home – old un-digitized photos, certificates, postcards, kids’ art, mementos, and all that memorabilia currently living in shoeboxes in your closet.

Anything is art when you put a PiCTUREPLAYS frame around it.

Now you can turn any wall into a gallery, while enhancing your home’s interior design, easily and affordably. Whether you want to frame one picture, or many, frame art, or memorabilia or just buy a pre-curated collection of empty frames – we’ve got you, and your walls, covered. Our homes are filled with incredible things just waiting to be framed, and if not, have some fun gathering them! The framing should be the easy part… almost effortless. And it finally is.

Welcome to PiCTUREPLAYS.

Fred Rubenstein
Founder, Framer & Art Lover