Netflix will be bringing its fledgling brick-and-mortar entertainment venue, Netflix House, to Las Vegas as well as opening up the first two locations in Philadelphia and Dallas later this year.
The Los Gatos, California-based streaming giant on Tuesday said it plans to debut a Netflix House location at BLVD Las Vegas at 3743-3755 S. Las Vegas Blvd., in the heart of the Vegas Strip, in 2027. The entertainment company also announced that its first two Netflix Houses, at King of Prussia mall outside Philadelphia and Galleria Dallas in Dallas, will open in late 2025.
Netflix is the latest film-and-TV-programming provider to use its content as a source to create a physical location where it can build on, promote and capitalize on the popularity of its movies and hit shows. Walt Disney Co., Universal and Nickelodeon have their trademark theme parks. By contrast, Netflix is leasing vacant department stores at malls for its venues in King of Prussia and Dallas, and taking space at a relatively new street-facing retail development in Las Vegas. Entertainment-oriented attractions have become a growing category of tenants for malls and shopping centers.
Testing the waters
Netflix, for several years now, has been testing out offering pop-up live experiences, 40 of them related to franchise programming such as "Bridgerton," "Money Heist," "Stranger Things," "Squid Game," and "The Perfect Bite." The Netflix House locations, at more than 100,000 square feet, will offer "immersive story-driven experiences" related to TV shows; have food or drinks inspired by a program, film or character at Netflix Bites restaurants; the chance to play a round of mini golf; and a shop to buy Netflix-related merchandise.
"This is fandom coming to life, where you can actually step inside the worlds you've been watching and loving for years — whether going on an epic adventure with the Straw Hats, taking a journey into Hawkins, Indiana, or grabbing a cocktail inspired by your latest obsession," Netflix Chief Marketing Officer Marian Lee said in a statement.
In March 2024, Netflix said it would be opening its first Netflix House in King of Prussia, occupying a former Lord & Taylor anchor store at the mall. Then, in June last year, the company announced that its second Netflix House was slated for a vacant Belk store at Dallas Galleria.
In Las Vegas, Netflix House will be leasing space at a retail complex owned by New York developer Eli Gindi. BLVD's other tenants include Puma, Adidas, H&M, Lululemon and Abercrombie & Fitch.
Coming to Pennsylvania
Netflix House Philadelphia will feature:
- "Wednesday: Eve of the Outcasts" is an experience based on Netflix’s Addams Family-inspired "Wednesday" series, which stars Jenna Ortega as the titular character. The attraction features a school carnival that turns into "a twisted tour through the macabre," Netflix said.
- Netflix Virtuals, virtual reality games, where visitors play the main character inside the worlds of Netflix shows and movies.
- Nine holes of mini-golf inspired by fan-favorite stories.
- Tudum Theater — a name with the onomatopoeic word representing the sound effect that plays before Netflix original movies and series — features Netflix shows, movies and fan events on a big screen with special appearances by actors.
The Roster in Dallas
Netflix House Dallas will feature:
- "Stranger Things: Escape the Dark," a journey into the ruins of the fictional Hawkins to find three missing townspeople.
- "Squid Game: Survive the Trials," where participants enter to play diabolical games.
- Netflix RePLAY, an arcade offering physical challenges and retro-style games.