Streaming giant Netflix plans to open its second brick-and-mortar entertainment venue, announcing it will be at a Dallas mall and occupy former department store space, just like its first planned location.
The Los Gatos, California-based company said it will debut a Netflix House next year at Galleria Dallas in Texas and confirmed that another is slated for the King of Prussia mall in Pennsylvania. In March, CoStar News reported that Netflix House was coming to the Keystone State mall, but Netflix had declined to comment at that time.
Netflix House is "an experiential entertainment venue that will bring some of our most beloved titles to life," the company said in a statement. "Building on previous Netflix live experiences for 'Bridgerton,' 'Money Heist,' 'Stranger Things,' 'Squid Game' and 'Netflix Bites,' Netflix House will go one step further and create an unforgettable venue to explore your favorite Netflix stories and characters beyond the screen year-round."
The subscription-based video service has been experimenting with temporary retail locations and pop-ups related to its hit TV shows nationally for several years. But in October, Netflix said it would debut two undisclosed permanent brick-and-mortar locations featuring retail and entertainment tied to its most popular programming in 2025.
Other video content providers have tried to monetize — and generate interest and loyalty to — their programming with brick-and-mortar locations. Walt Disney Co., Universal and Nickelodeon have theme parks that offer experiences to visitors. Disney has stores selling merchandise, while Netflix has sold goods related to its franchises, including shows such as "Stranger Things," as well.
The new Netflix Houses also offer yet another example of how former anchor stores in U.S. malls are being repurposed for use by not only expanding retailers but healthcare facilities, housing and entertainment venues, so-called experiential retail that offers visitors activities to engage in.
'Expansive Spaces'
At the King of Prussia mall, owned by Simon Property Group, Netflix House is looking to move into a 120,000-square-foot former Lord & Taylor space. At the Galleria Dallas, owned by MetLife Real Estate, Netflix House plans to occupy a vacant Belk store that closed in 2020. The former Belk flagship has three levels and over 180,000 square feet.
"Netflix selected the locations because they are part of two of the most popular shopping centers in America, boasting hundreds of retailers, high-foot traffic, and proximity to major cities," the streaming company said in its prepared statement. "Both Netflix Houses will occupy former department store locations and span footprints of more than 100,000 square feet. Outside these expansive spaces, fans will be treated to some eye-popping sculptures and a mural mash-up of characters from their favorite Netflix titles."
The company is "leasing the entire footprint of the former Belk (Galleria Dallas) and Lord & Taylor (King of Prussia) department stores," a Netflix spokesperson said in an email to CoStar News.
Netflix briefly described some of the experiences that visitors can expect to find at Netflix House, which will include TV and movie screenings, stores selling Netflix programming-related merchandise, dining, sports and gaming activities, and virtual-reality offerings.
“At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste — literally — of your favorite Netflix series and films through unique food and drink offerings,” Marian Lee, Netflix’s chief marketing officer, said in a statement. “We’ve launched more than 50 experiences in 25 cities, and Netflix House represents the next generation of our distinctive offerings."
Netflix is taking a page out of the books of its video competitors.
"Imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the 'Bridgerton set ' — and then walking around the corner to compete in the Glass Bridge challenge from 'Squid Game,'" Netflix said.
It added that "after pretending to fight for your life, you’ve worked up an appetite and want to get a bite. You see a nearby restaurant with food inspired by Netflix shows from around the world; the meal is memorable, but you still want to buy some 'Stranger Things' merch. Luckily, there’s a shop that sells that Hellfire Club T-shirt you’ve always wanted."