Netflix has announced that this fall it will open the first two permanent Netflix Houses: one in Philadelphia, inside the King of Prussia Mall, and the other in Texas, at the Galleria Dallas. Both spaces are conceived as ever-changing sets—true narrative and cinematic environments—hosting pop-up installations, scenographies, and immersive backdrops inspired by some of the platform’s most popular shows, from Stranger Things, Squid Game, Wednesday, Big Mouth to Bridgerton and Knives out, to name a few.
The concept behind the entire project is to offer a wide range of tailor-made interactive attractions—such as Escape the Dark (Stranger Things) and Survive the Trials (Squid Game) in Dallas, or the VR experience One Piece – Quest for the Devil Fruit in Philadelphia—where the Netflix universe extends into the physical world through the transformation of mall interiors.
The project, which will feature free admission tickets, goes beyond scenography alone. Netflix Bites, themed dining areas, will serve menus dedicated to the platform’s most beloved characters and stories, complementing the in-house shops where visitors will find exclusive merchandise and collectible items.
The format is already set to expand, with a third chapter planned for 2027 at the BLVD shopping center in Las Vegas, next to the MGM Grand. It is confirmation of Netflix’s broader strategy: bringing its stories out of the small screen and into the city, ensuring continuity of content in real and permanent spaces, reinforced by large-scale marketing and entertainment operations.
Opening image: Netflix House Dallas. Courtesy Netflix