By Patrick Avenell

96-year-old Melbourne retailer Michaels has introduced a new feature to its website enabling internet surfers to take a virtual tour of the iconic photography store.

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Peter Michaels, the fourth generation MD of Michaels said this enabled to bricks and mortar retailer to remain relevant in an industry especially threatened by online sales.

“We are proud to open our doors to the global photographic community with this dynamic new medium," he said. "The Virtual Tour allows people to grasp the variety of products and services on offer at Michaels and simultaneously explore the world renowned Camera Museum, Photographic Gallery, Media School, Leica Boutique and only Canon Shop Within a Store."

And due to the wonders of Google Maps, we are able to embed the tour on our own website:


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