Did Philadelphia’s Netflix House Deliver?

Bringing a mini-Disney World/Universal Studios to the mall, Netflix last week opened its first Netflix House at the King of Prussia Mall on the outskirts of Philadelphia. The concept promises to offer Netflix show fans an opportunity to “explore, taste, play and shop your favorite shows and movies IRL.”

Located in 100,000-sq-ft. of space across two levels in a former Lord & Taylor, Netflix House features a bevy of interactive activities — including two rotating immersive experiences, mini golf, virtual reality games, a full-service restaurant and bar, and a merch shop.

Netflix House is free to explore with pay-as-you-go experiences, dining, and shopping also on offer.

The paid experiences include two immersive experiences ($39), including “Wednesday: Eve of the Outcasts,” featuring a school carnival-themed fairground that replicates Nevermore Academy from “Wednesday,” the “Addams Family” spinoff series that’s become Netflix’s most-watched English-language series of all time.  

Netflix’s marketing copy on the Wednesday experience reads, “Wander freely through the festival and Nevermore Academy – seek photo opps with fellow outcasts, conquer cursed carnival games, and solve a chilling mystery with Thing. But, tread carefully: every corner hides a secret… or a little misfortune.”

The second immersive experience, “One Piece: Quest for the Devil Fruit,” based on Netflix’s adaptation of the pirate-themed Japanese manga, locks visitors in a prison cell and forces them to solve riddles in search of a mystical “devil fruit” that bestows superpowers. Each experience lasts about an hour and is open to all ages.

Other experiences include:

• Top 9 Mini Golf ($15): Play nine holes of miniature golf with holes themed by Netflix shows.
• Netflix V/RTUALS ($25): Wearing goggles from Sandbox VR, players become the main character in virtual worlds of “Squid Game,” “Stranger Things,” and “Rebel Moon.”
• TUDUM Theater: An over-200-seat Dolby theater hosts free screenings of Netflix shows, movies and live events like “WWE Raw” and NFL football on the big screen, plus pop-up activities and fan events such as trivia contests.
• Selfies: Participants can take free selfies atop Queen Charlotte’s throne a la “Bridgerton;” next to a 10-foot-tall Thing, the severed hand from “Wednesday;” and on the Afghan-covered couch in a living room from “Stranger Things.”
• Netflix Shop: Offers exclusive Netflix goods such as “Bridgerton” coloring and cookbooks, t-shirts for director Guillermo del Toro’s new “Frankenstein” movie, “KPop Demon Hunters”-inspired gourmet popcorn, as well as “NetPHLix” sweatshirts and other locally targeted product.
• Netflix Bites: A cafeteria-style restaurant and bar featuring options from Netflix’s cooking shows, as well as those inspired by shows like “Bojack Horseman,” “Sweet Tooth,” and “Orange is the New Black.”

Greg Lombardo, VP of Experiences for Netflix, said in a video that similar to how viewers expect to always “find something new” on the Netflix platform, Netflix House will be “changeable and refreshable,” with the immersive experiences and other features to be regularly switched out.

Netflix House Philadelphia Scores Largely Positive Press

The opening earned largely positive reviews from the press.

Michael Tanenbaum wrote for Philly Voice, “The charm and luster are undeniable at first sight. The streamer’s beckoning red envelope at the main entrance — surrounded by sculptures and a giant mural of Netflix characters — offers an immediate glimpse into the level of creative detail that covers every square inch of the two-story venue. Half of the thrill is gawking at the colorful surroundings and garish props on display at every turn. It feels like a gigantic, kitschy art exhibition.”

Stephanie Farr and Earl Hopkins of the Philadelphia Inquirer were skeptical of the pricing on the main experiences, but were likewise impressed.

Farr said, “I was especially impressed by the staffers, who leaned into characters and engaged us in conversation at every turn. I felt like they went through some serious training like Disney and Universal staffers do.”

Hopkins said, “The space is really immersive, from the ‘Bridgerton’-inspired photo opps to the actual ‘Wednesday’ and ‘One Piece: Quest for the Devil Fruit’ activations. It felt like you were truly dropped into their worlds.”

One critic was The Slate’s Joshua Rivera, who implied that Netflix’s shows and characters may not build enough of a loyal following compared to Disney and Universal franchises. He wrote, “The spread of activities is so scattershot and disjointed in a way that feels a lot like Netflix’s signature offering: TV made for people who are also doing other things.”

A second Netflix House will open in Dallas on December 11, with a third to open in Las Vegas next year.