‘Netflix Houses’ to transform vacant malls into immersive experiences of fan-favourite shows and movies!

Imagine stepping into the upside down from Stranger Things, dining with the Strawhat Pirates aboard the Going Merry, or meandering through the opulent halls of Bridgerton. While such adventures have often lived in our imaginations, Netflix’s latest endeavour aims to bring them into the real world!

On Tuesday, Netflix announced plans to launch massive entertainment venues in American cities, allowing fans to fully immerse themselves in their favourite series and films. These “experiential” venues, dubbed “Netflix Houses”, promise an interactive experience unlike any other, AFP reports.

Transforming vacant retail spaces in shopping malls, Netflix Houses will feature themed restaurants, merchandise stores and more, offering fans a tangible connection to the content they love. The concept is set to provide a multifaceted entertainment experience.

“At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste — literally — of your favourite Netflix series and films through unique food and drink offerings," Marian Lee, Netflix's chief marketing officer, said in a statement.

Netflix has previously experimented with over 50 pop-up installations across 25 American cities, showcasing hits like Squid Game. However, the Netflix Houses will be a permanent fixture, with plans to expand to more locations over time. It will also build on previous Netflix live experiences for Bridgerton, Money Heist, Stranger Things, Squid Game and Netflix Bites, going one step further.

This initiative aligns with broader trends among U.S. department stores, which are exploring new strategies to adapt to evolving consumer habits and the shift towards online shopping.

The inaugural Netflix Houses are scheduled to open in 2025, with the first locations set in Dallas, Texas, and a suburb of Philadelphia, Pennsylvania.