Lumsden, a design firm specialising in retail and F&B for visitor attractions, has collaborated with Netflix to create immersive retail environments for Netflix House, the global streaming brand’s first-ever permanent, year-round entertainment venue.
Covering over 100,000 square feet, Netflix House invites fans to explore and engage with the worlds of their favourite shows and films. Retail is a key part of this experience, designed not as a typical store but as an extension of Netflix's storytelling.
Lumsden worked closely with Netflix during a two-year partnership to create the retail concept for the first two US locations in Philadelphia and Dallas, which opened at the end of 2025.
Retail is a key part of the story
At Netflix House, retail is seen as a vital part of fan engagement, turning globally recognised titles off the screen into memorable experiences.
Curated, location-specific product assortments tailored to each Netflix House, enhancing local relevance and guest engagement
Each Netflix House location offers exclusive product ranges inspired by fan-favourite shows and films including Stranger Things, Bridgerton, KPop, Demon Hunters, ONE PIECE, Frankenstein and more, with flexible options to adapt based on what’s popular on Netflix.
“Netflix House signals a shift in how retail is conceived within visitor experiences,” says James Dwyer, owner and creative director at Lumsden.
“Our focus is on creating retail environments that operate as part of the wider experience, rather than as standalone shops. By developing a modular, content-led system, the stores can adapt as Netflix’s programming evolves, supporting long-term relevance, repeat visits and a stronger emotional connection between fans and the brand.”
Two locations, one flexible retail system
Although both Netflix House locations share a common design language, they are tailored to different architectural and operational contexts.
The Philadelphia site features a 2,250-square-foot retail space, situated between immersive experiences and the Netflix BITES restaurant. Conversely, the Dallas location at Galleria Dallas spans 3,790 square feet and features a prominent, fully glazed storefront overlooking the mall concourse, serving as a striking visual entry point to Netflix House.
Integrated photo opportunities throughout Netflix House, including the iconic Netflix House Billboard in Dallas
To address these variations, Lumsden created a modular ‘kit of parts’ retail system, ensuring a consistent brand experience across both sites while accommodating differences in scale, circulation, visibility, and future expansions.
Central to the retail concept is the idea of a constantly evolving store. Layouts, fixtures, and storytelling elements are designed for regular updates, ensuring repeat visitors encounter new narratives, themes, and moments with each visit.
“We designed the retail environment to act as a canvas for various Netflix IP, while remaining true to the Netflix brand," says Rina Keane, design director at Lumsden.
"Materials and finishes draw on its playful, pop-driven aesthetic, including solid surfaces formed from recycled DVDs and illuminated resin details inspired by Netflix’s “Streams” icon."
This method enables quick content updates without requiring complete redesigns, which is essential for content-driven destinations.
Driving repeat visits
Central to the strategy are immersive retail anchors: dedicated zones showcasing top shows and films like Stranger Things, Bridgerton, and ONE PIECE, which evolve with programming cycles and experiences at Netflix House.
Modular, flexible fixtures enable scalable, content-led merchandising, exemplified by the One Piece anchor in Philadelphia
Netflix House integrates immersive experiences, games, activations, food and beverage, merchandise, and retail into a single location. Lumsden’s design for these retail spaces creates a cohesive link among the experiences, turning emotional engagement into tangible souvenirs.
Dwyer was recently announced as one of the expert speakers for the blooloop Festival of Innovation 2026, a virtual event exploring the key trends for 2026, with the latest projects, technology and products that will drive our industry forward.
