Latest Details on Netflix’s Retailtainment Concept
In June, Netflix unveiled details regarding its forthcoming permanent retailtainment concept, Netflix House, which was announced in October 2023.
The first two locations will open at malls in King of Prussia, Pennsylvania, as previously reported, and in Dallas (at the Galleria Dallas) in 2025, according to Netflix companion site Tudum. Netflix chose these locations for their popularity, high-foot traffic and proximity to major cities.
“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, told Tudum. “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.”
Both Netflix Houses will occupy former department store locations and span more than 100,000 square feet. Outside these spaces, “eye-popping sculptures” and a “mural mash-up” of characters from popular Netflix titles will greet visitors, per Tudum.
Netflix told USA Today that these locations will be "bigger and better" than its smaller pop-up experiences, and the King of Prussia location will additionally include a theater to host screenings and live events.
The streaming giant introduced Netflix House in 2023 as an immersive destination that, instead of selling movies, will offer merchandise and curated dining experiences as well as themed, live events inspired by some of its most popular original movies and shows, such as “Squid Game,” “Stranger Things” and “Bridgerton.”