Visitors will have the chance to actively participate in challenges inspired by their favorite series. Picture navigating the eerie school festival from Wednesday, racing against the clock to find the “devil fruit” in a One Piece-style mission, or safely surviving iconic Squid Game tests like “Red Light, Green Light.” Add to that a dark replica of Hawkins for an experience titled Escape the Dark, set in the Stranger Things universe, along with interactive trials where the audience becomes the protagonist.
Netflix is leveraging its experience with pop-up events—over 40 in 25 cities worldwide—to anchor these ideas in permanent locations, creating spaces where fiction becomes reality. The goal is to offer an evolving product: attractions and walkthroughs will be updated regularly to keep repeat visitors engaged.
The venues will also feature Netflix Bites, a casual dining concept combining gastronomy and mixology inspired by popular shows like Bridgerton, Knives Out, and Squid Game, delivering a fully themed sensory experience. Naturally, there will be exclusive retail shops offering apparel, collectibles, and official merchandise that is refreshed regularly—turning the space into a true hub of emotional consumption.
This strategic move is no coincidence. Netflix aims to diversify its revenue streams beyond streaming. With over 300 million subscribers today and plans to surpass 400 million by 2030, the company also intends to double its revenue and triple its operating profit. Theme parks have proven to be a highly profitable model for giants like Disney and Universal, where the physical experience significantly contributes to overall earnings.
Moreover, Netflix is capitalizing on the vacant retail spaces left in the wake of the pandemic. Large, unused areas in shopping malls are ideal for long-term entertainment facilities, generating consistent foot traffic and revitalizing otherwise underutilized zones.
Netflix’s move into the physical realm marks an evolution from digital entertainment to the experience economy. This is not just about themed shops or restaurants—it’s about building a complete universe where fans become the heroes of the story. As Marian Lee, Netflix’s Chief Marketing Officer, puts it, “this is fandom come to life, where you can truly step into the worlds you've been watching for years.”
If successful, Netflix House could pave the way for global expansion, provided its immersive experience, emotional retail, and themed dining prove to be a compelling draw. In the meantime, fans and enthusiasts can already sign up at netflixhouse.com for early access to tickets, updates, and special events.
Netflix House represents an ambitious leap to transform digital content consumption into a physical, interactive, and emotional experience. If it gains traction, it could not only redefine how we engage with entertainment but also reshape expectations for what storytelling and leisure look like in the 21st century. The fusion of streaming and real-world experience may signal the dawn of a new era in the entertainment industry.
