Bynd Artisan is a 70-year-old traditional bookbinding and leather crafting business that is transforming to remain relevant. They launched an experiential retail concept offering workshops and customization. To engage new customers like millennials, they preserve craft skills through apprenticeships while differentiating with a personalized, hands-on experience including open-kitchen demonstrations and instant gratification. Collaborations further expand their offerings in a continually innovating business that draws from its legacy while keeping up with the digital age.