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Netflix To Open 2 New Venues With Themed Shops and Interactive Experiences
June 19, 2024
Netflix has announced it will launch two huge entertainment hubs in separate U.S. cities, offering fans immersive experiences and themed retail shops.
With the name Netflix House, the company aims to transform and repurpose empty retail spaces into these “experiential” venues, which will incorporate extravagant events, restaurants, and themed gift shops.
Occupying the spaces of previous department stores, Netflix’s new complexes will be located at Dallas Galleria and the King of Prussia mall near Philadelphia. Each site will exceed 100,000 square feet and is scheduled to open in 2025, according to the streaming service’s announcement.
In a statement, Netflix’s chief marketing officer, Marian Lee, 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.”
With these two venues, Netflix is adding a unique twist to the concept of a theme park, drawing inspiration from its popular TV shows. Fans of the dark drama “Squid Game” and its accompanying reality series can anticipate a recreation of the show’s well-known Glass Bridge challenge. In this attraction, participants can navigate a series of clear panels, risking a drop if they step on a frail one that shatters beneath them.
“We’ve launched more than 50 experiences in 25 cities, and Netflix House represents the next generation of our distinctive offerings,” Lee added. “The venues will bring our beloved stories to life in new, ever-changing, and unexpected ways.”
Critics have expressed concerns over the venture’s sustainability, highlighting the difficulty of attracting repeat visitors. Neil Saunders, managing director and retail analyst at GlobalData, emphasized that success relies on constantly updating the attractions to maintain public interest. He stated, “One of the keys to success will be to keep the offer refreshed, so that it keeps people coming back to what’s new.”
Netflix has been building on its success with extensive global tours and events linked to popular shows on the platform. At the moment, São Paulo, Brazil, offers an immersive “Stranger Things” experience, Kuala Lumpur, Malaysia, hosts a “Bridgerton” themed High Tea, and Toronto features a “Knives Out” dinner party.
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