Netflix to Launch Immersive Experience Venues in King of Prussia & Dallas

Netflix has revealed plans for the first two cities to host its new in-person experience venues, set to open in 2025. The upcoming Netflix Houses, to be located in King of Prussia, Pennsylvania, and Dallas, Texas, will not be traditional theme parks. Instead, they will feature a wide array of shopping outlets, eateries, and immersive activities linked to some of Netflix's most popular franchises such as "Bridgerton," "Stranger Things," and "Squid Game."

These new venues will transform former department store spaces at the King of Prussia Mall (180 North Gulph Road) near Philadelphia and the Galleria Dallas (13350 Dallas Parkway). Each location will span more than 100,000 square feet. Netflix aims to build on the success of its previous pop-up experiences for shows like "Bridgerton," "Money Heist," "Stranger Things," "Squid Game," and the culinary-focused Netflix Bites. These venues are designed to create a year-round opportunity for fans to engage with their favorite Netflix stories and characters beyond the screen.

Initially, Netflix does not anticipate these permanent locations to evolve into a significant new business segment. Rather, they are intended to act as marketing tools that enhance fan engagement and support the core subscription-streaming business. Marian Lee, Netflix’s Chief Marketing Officer, emphasized that Netflix House will offer "regularly updated immersive experiences, retail therapy, and unique food and drink offerings inspired by popular Netflix series and films."

Each Netflix House will feature sculptures and murals of characters from beloved Netflix titles. Examples of activities include waltzing to an orchestral cover of a Taylor Swift song on a replica "Bridgerton" set and competing in the Glass Bridge challenge from "Squid Game." Visitors can also dine at restaurants offering cuisine inspired by Netflix shows from around the world and shop for merchandise like the iconic Hellfire Club T-shirt from "Stranger Things."

Why This Matters: This initiative marks Netflix's innovative approach to merging digital content with real-world experiences, potentially setting a new standard for fan engagement and brand expansion. It highlights the company's ongoing efforts to diversify its offerings and strengthen its relationship with subscribers.

Key Takeaways

• Netflix Houses will open in King of Prussia, PA, and Dallas, TX, in 2025.
• These venues will offer immersive experiences based on popular Netflix franchises.
• Netflix Houses will span over 100,000 square feet in former department store locations.
• The focus of these venues is fan engagement rather than a new revenue stream.
• Activities will include themed dining, shopping, and interactive experiences.