Craftsman opens the Craftsman Experience

Craftsman opened a new venue in downtown Chicago Thursday to give customers hands-on experience with their tools.

The new location, called the Craftsman Experience, combines project stations, live demos and clinics and a Craftsman retail store that bring visitors closer than ever to the brand.

The new location features hands-on activities and clinics at three different project stations, highlighting woodworking tools, automotive and mechanics tools, and lawn and garden products. Project experts will walk visitors through the features and benefits of various tools, allow them to test the products out for themselves and showcase everyday applications.

“To fully appreciate our products, you need to be able to touch, feel and test them for yourself and see them in action through a wide variety of projects," said Kris Malkoski, VP and general manager of the Craftsman brand. "The Craftsman Experience is a location that allows us to create that level of interaction."

The company said customers don’t have to travel to Chicago to participate in the events at the new venue. The Craftsman Experience will stream special events live over the Web and serve as the studio for an Internet-based radio station.

Opening night will feature carpenter turned comedian Adam Carolla, who will serve as master of ceremonies. Carolla will perform a live stand-up routine and put his DIY skills to use at the Craftsman Experience's project stations.

The new Craftsman Experience is located 233 W. Huron in Chicago's downtown River North neighborhood. It will be open Thursdays and Fridays from 5 p.m. to 9 p.m. and Saturdays and Sundays from 12 p.m. to 8 p.m.