Netflix is stepping beyond streaming and launching two immersive fan centers – Netflix House venues – in the U.S. in late 2025. The first location opens on November 12 in Philadelphia at King of Prussia Mall, followed by December 11 in Dallas at Galleria Dallas. Each venue covers over 100,000 square feet, offering a wide mix of free and paid experiences, themed dining, VR games, retail, and rotating activations inspired by Netflix’s most beloved series and movies. These permanent experiences mark a bold shift in how the streaming giant connects with its audience.
Immersive Experiences That Bring Shows to Life
At Netflix House, fans step directly into the worlds of their favorite shows. In Philadelphia, exhibitions include interactive attractions like “Wednesday: Eve of the Outcasts” and “ONE PIECE: Quest for the Devil Fruit”, alongside mini-golf courses themed on Bridgerton, Squid Game, Stranger Things, WWE, and more – each hole linked to a live leaderboard for friendly competition. There are also VR installations where visitors can embody characters navigating “Stranger Things,” “Squid Game,” and “Rebel Moon.”
In Dallas, the focus shifts to “Stranger Things: Escape the Dark” and “Squid Game: Survive the Trials”, plus Netflix RePLAY, a reimagined arcade area featuring contests based on “Floor Is Lava,” “Love Is Blind,” “Army of the Dead,” “Big Mouth,” and other hits. Both venues feature Netflix Bites, a themed full-service restaurant with menu items tied to popular series, along with photo ops, immersive mini-events, and retail shops stocked with exclusive merchandise.
Entry to Netflix House is free for all visitors. However, premium activations require paid tickets. Early access is available via a waitlist, with ticket sales starting October 17 for Philadelphia and November 18 for Dallas. Special presales are offered to American Airlines AAdvantage® Mastercard® holders, adding an incentive for early bookers.
Why Netflix House Marks a Strategic Turning Point
These immersive spaces are Netflix’s attempt to expand beyond streaming into physical entertainment, mirroring moves made by Disney and Universal. By operating permanent fan destinations in major markets, Netflix bridges digital content with real-world engagement. These venues reinforce the idea that fandom can be a physical, sharable experience – complete with immersive play, themed food, and direct interaction with beloved narratives.
The concept isn’t entirely new for Netflix; the company has run over 40 temporary events tied to “Bridgerton,” “Money Heist,” “Squid Game,” and others. Netflix House, however, is the first permanent installation. CMO Marian Lee emphasizes that these venues allow fans to “play, shop, and taste” their favorite content, offering constantly refreshed experiences to inspire repeat visits.
This experiential strategy serves multiple purposes: building brand loyalty, creating new revenue channels, and increasing real-life touchpoints with audiences. Netflix also gains presence in rejuvenated retail spaces, from defunct department stores to underused mall anchors. A third Netflix House location is already planned for Las Vegas in 2027, further solidifying the physical footprint of the streaming brand.
Netflix’s move into immersive venues reflects a broader media evolution, where entertainment platforms cultivate physical engagement to boost loyalty and diversify revenue. As fans line up to relive favorite stories face-to-face, the streamer turns watchers into participants – and storytelling into an experience you can touch.
