In a move further solidifying Netflix's ambitions to blur the lines between digital and physical experiences, the streaming giant has announced the opening of its new concept venues in two cities: King of Prussia, Pennsylvania and Dallas. These venues, known as 'Netflix House,' will be over 100,000 square feet, and will serve up more than just retail and dining opportunities.
This development is a natural progression from the company’s more than 50 recent live fan experiences that took place in 25 different cities. These locations will expand on these live experiences, immersing guests in the worlds of Netflix's popular franchises like "Bridgerton," "Stranger Things," and "Squid Game." Netflix stated that the chosen locations were selected due to their proximity to large cities, strong retail atmospheres, and high levels of foot traffic.
Netflix House is arguably a test, gauging the potential of extending the streaming platform’s business model beyond the screen and into more tangible fan interactions. This move follows Netflix’s recent team-up with video games company, Roblox, for the creation of a virtual universe-Nextworld. This venture will bring some of the much-loved characters from standout Netflix shows into the metaverse.
Ahead of the 2025 grand openings, a dedicated Netflix House website will provide updates and additional details regarding the new initiative. As a result of the announcement, Netflix's stock saw a 1.4% increase valued at $685.26 on Tuesday afternoon.