Netflix is venturing beyond the screen and into the real world with an exciting new initiative. The streaming giant has announced plans to open Netflix Houses —10,000-square-foot entertainment venues that promise to bring its beloved shows and movies to life. Instead of rollercoasters and screams, these innovative spaces will offer visitors a blend of dining, shopping, and interactive sets, providing an immersive experience that goes beyond traditional theme parks. With this bold move, Netflix aims to transform passive viewing into active engagement, allowing fans to step into the worlds of their favorite characters and stories.
Netflix Houses Locations
Slated to open in 2025, the first two Netflix Houses will be found in King of Prussia, Pennsylvania., and Dallas, Texas. Both locations will occupy former department store outlets at the King of Prussia Mall (at 180 North Gulph Road) near Philadelphia, and at the Galleria Dallas (13350 Dallas Parkway), each spanning footprints of more than 100,000 square feet.
Netflix Houses Attractions
Inspired by Netflix’s previous pop-up live experiences for Bridgerton, Money Heist, Stranger Things, and Squid Game, Netflix Houses are designed to “create an unforgettable venue to explore your favorite Netflix stories and characters beyond the screen year-round,” the company said.
“At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste — literally — of your favorite Netflix series and films through unique food and drink offerings,” Marian Lee, Netflix’s chief marketing officer, said in a statement. “We’ve launched more than 50 experiences in 25 cities, and Netflix House represents the next generation of our distinctive offerings. The venues will bring our beloved stories to life in new, ever-changing and unexpected ways.”
Outside each Netflix House, you’ll see sculptures and a mural mash-up of characters from popular Netflix titles, according to the company. As examples of what to expect at the brick-and-mortar complexes, the company says, “
If you can’t quite visualize the new immersive spaces, Netflix has this to say about what it’s like to visit a Netflix House: “Imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the Bridgerton set — and then walking around the corner to compete in the Glass Bridge challenge from Squid Game. After pretending to fight for your life, you’ve worked up an appetite and want to get a bite. You see a nearby restaurant with food inspired by Netflix shows from around the world; the meal is memorable, but you still want to buy some Stranger Things merch. Luckily, there’s a shop that sells that Hellfire Club T-shirt you’ve always wanted.”
Hit or Miss?
TikTok influencer, product reviewer and Bridgerton fan Carrie Berk managed to attend The Queen’s Ball twice. The Queen’s Ball is an immersive event designed to transport fans to the world of Regency England, reminiscent of the popular Netflix show Bridgerton, and in her opinion, the soon-to-rise Netflix Houses will be met with success. “I think that it’s brilliant that Netflix is bringing that magic IRL!” she said, according to CNN. “It really made me feel like I stepped into the world of the show.”
Critics, on the other hand, said that attracting repeat visitors for Netflix Houses will be challenging, so it’s too soon to say whether these immersive entertainment hubs will be a success. “One of the keys to success will be to keep the offer refreshed, so that it keeps people coming back to what’s new,” said Neil Saunders, managing director and retail analyst at GlobalData.
However, according to Variety, Netflix doesn’t really see Netflix Houses becoming a sizable new business segment, at least in its first few years. The news outlet pointed out that the objective of these “theme parks” is the same with its smaller in-real-life events and pop-ups, and that is to serve as marketing vehicles to support Netflix’s core subscription-streaming business.