Netflix is banking on physical brick and mortar stores to amp up its experiences. No stranger to physical media, having begun with mailing DVDs to customers. Bloomberg was the first to report that Netflix is planning to open various physical locations called Netflix House.
In these stores, Netflix plans to sell merchandise based on some if the platform’s biggest shows. On top of broad range of merch selection, Netflix House will offer guests a curated dining experience as well as live events. For instance, in the two initial locations, guests will be able to experience an obstacle course based on Squid Game. As for the dining experience, the in-house restaurant is slated to serve up cuisines and drinks from the streamer’s many unscripted food-based reality shows. The menu will feature a wide range of options from fast casual to high-end dining. Netflix House also boasts a rotation of art installation based on hit shows, along with live performances for fans.
The first two locations are slated to open in the U.S. in 2025, though Netflix has not yet confirmed the location just yet. This is not the first time Netflix has tried to use brick and mortars to amp up their experiences. They opened a number of pop-up experiences to celebrate shows like Stranger Things. In terms of why Netflix has decided on the global push of physical stores, VP of consumer products Josh Simon told Bloomberg that its customers “ove to immerse themselves in the world of our movies and TV shows, and we’ve been thinking a lot about how we take that to the next level.” Stay tuned for final details.
In case you missed it, watch the official trailer for Showtime and A24’s The Curse.