Forget Disneyland, this year we’re going to the King of Prussia Mall in Philadelphia, where Netflix is opening one of its two theme park-style locations called Netflix House. The streamer announced today that its first two Netflix House locations in Philadelphia, PA and at the Galleria Dallas in Dallas, TX will open in late 2025.
Netflix also announced that before those two spots open, it’s already planning a third location in Las Vegas set to open in 2027.
So what is Netflix House? If you ask Netflix, a “theme park” doesn’t really do the phrase justice. They are 100,000 square-foot, “first-of-their-kind, immersive story-driven experiences” that will showcase games, experiences, merch, food, and other works centered around Netflix’s biggest shows and movies, all in a physical, brick and mortar (and indoor) venue. Netflix and chill isn’t just for your couch anymore.
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The press release teases some brand new experiences, but some of the early activities at the Philly and Dallas venues include escape room-style activities, mini golf, VR games, arcades, food stands, and a theater with trivia, screenings, and talent appearances. In Dallas, the venue’s “Squid Game: Survive the Trials” activation is a rebrand of the already ongoing “Squid Game: The Experience” pop-ups that are open (and sold out) in New York, London, Sydney, and Seoul. The Netflix Bites pop-ups are also being introduced to each Netflix House and will have food and cocktails inspired by Netflix shows.
The reveal on Tuesday, which CMO Marian Lee announced at Cannes Lions, represent the first substantive details about the venues since they were announced just under a year ago.
“Finally, a place where the Netflix story you can’t get enough of becomes something real that you can play, shop and taste. This is fandom coming to life, where you can actually step inside the worlds you’ve been watching and loving for years – whether going on an epic adventure with the Straw Hats, taking a journey into Hawkins, Indiana, or grabbing a cocktail inspired by your latest obsession. With fresh experiences dropping regularly, there’s always a new reason to come back,” Lee said in a statement. “We are thrilled to welcome our new neighbors in Philadelphia, Dallas, and Las Vegas to explore Netflix in a whole new light, enhanced by the unique charm and culture of each city.”
As we wrote last July, this is a big challenge and risk for Netflix, which has an audience that skews older than Disney and might be able to attract a different crowd more interested in cosplay and hardcore fans, but fueled by less IP or nostalgia than Disney. Creating truly immersive experiences can also be extremely difficult for theme park crowds accustomed to the likes of the Star Wars or Harry Potter worlds, among many others, in Disneyland or Universal Studios. And because Netflix has a lot of shows of rotating popularity, it will need to be nimble and unique, more like Meow Wolf locations, than your traditional static theme park.
Visit netflixhouse.com for full details, to register for early access, or to apply for a job.
