From screen to scene with Netflix House

With the grand openings of the first two Netflix House permanent entertainment venues—100,000-square-foot destinations at King of Prussia Mall in Philadelphia and Galleria Dallas in Texas—the streaming giant has officially transitioned from pop-up activator to permanent anchor.

These venues mark a new chapter for the company, converting passive binge-watching into an active exploration of the world’s most popular intellectual properties.

From the halls of Wednesday’s Nevermore Academy to the Squid Game arena, Netflix is investing heavily in the idea that fans want to actively experience the story, not just watch it.

To understand the strategy, operations, and creative vision behind the concept, we speak with Greg Lombardo, vice president of experiences at Netflix. He describes the journey from pop-ups to permanent attractions and how Netflix intends to keep these venues innovative in an industry that constantly demands new ideas.

The origin story

Netflix House seems like a logical step forward for a company with a vast content library. However, the idea for physical venues was sparked during a period when the real world was mostly shut down, at the height of the COVID-19 pandemic.

"We’re always looking for new and innovative ways to bring our fans closer to the stories they love. We were in the midst of the shutdown and had an idea for a vehicle-based Stranger Things experience.

“The response to that was just so profound that we realised fans wanted more of these stories. They wanted more angles into them."

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That initial drive-thru event demonstrated that the emotional bond fans felt toward the content could drive ticket sales and physical engagement. It sparked dozens more touring activations that supplied the data and confidence needed to break ground on the Netflix House project.

"We’ve had over 40 different formats that we’ve launched in over 300 cities around the world since that first idea. Between that and now, we’ve done well over 10 million visitors through those experiences, and that really informed almost every aspect of Netflix House."

Pop-ups to permanent locations

Managing touring shows is a complex logistical challenge.

By adopting a permanent "owner-operator" model with Netflix House, Lombardo says that the company can deliver higher-quality experiences more efficiently. This transition allows for a level of infrastructure that temporary pop-ups just can’t support.

"When you have the venue, it becomes much more efficient and much easier to provide that level of quality consistently.

“So, we looked at all those experiences and asked, how does that impact the size of our stages where we host the featured experiences in Netflix House? What kind of infrastructure do we need? What creative approach is best?

"It’s been remarkably helpful in the development of Netflix House."

Having its own venues has opened up new creative possibilities. When asked how working on the project changed his view of what a Netflix experience can be, Lombardo emphasised the freedom to innovate.

"The ability to create more interesting and dynamic formats is a huge plus. That’s really allowed us to think even bigger about the experiences we’re creating.

“Our new Stranger Things experience, for instance, which is in Dallas, is one of our two featured experiences that leverages some incredible technology.”

40 guests at a time enter spaces with binaural sound delivered via headsets programmed to the environment. “There are flashlights that unlock incredible visual and sound effects, and it’s a very visceral descent into the Upside Down."

The "red envelope" and beyond

The design of Netflix House is intentional, acting as a bridge between the company's past and its future.

Both the Philadelphia and Dallas locations have a distinctive entrance that long-standing subscribers will recognise immediately. Visitors enter through an iconic "red envelope" entrance, a nostalgic nod to the DVD-by-mail origins that built the company.

Lombardo describes the philosophy behind the venue's design:

“That envelope entry serves as a great invitation to watch all those stories literally leap off the walls within the atrium and come to life around you. It’s been fantastic to work on a bigger scale, but at the end of the day, you’re always asking, how do you make every element as authentic as possible for the fan who loves that story?

“We always put the stories first because we know that’s what fans are there for, and Netflix acts as the host.”

Once inside, the venue opens into a grand atrium filled with art installations and photo opportunities. In Philadelphia, highlights include the iconic Squid Game staircase and the Byers’ living room from Stranger Things.

The spaces offer larger-than-life art installations inspired by characters and stories.

Something for everyone

A key differentiator for Netflix House compared to traditional theme parks is its location strategy. By situating these venues in busy retail areas, Netflix is embedding itself into everyday life rather than requiring a dedicated holiday or trip.

Lombardo stresses that the aim is to be a regular spot for locals, not merely a once-in-a-lifetime destination.

"One of the reasons we’re putting these first Netflix Houses in well-travelled malls is because we want to be super convenient to all of those fans, and then offer that variety of experience that changes throughout the year.

"That way we can guarantee that fans are coming back not only year after year, but day after day."

The pricing model supports this accessibility. Admission to the general venue is free. Guests can walk in, explore the atrium, visit the retail shop, and dine without buying a ticket. It creates a low barrier to entry, encouraging casual drop-ins.

"It is free to enter, and once inside, there’s a variety of experiences across a range of price points. There’s also that notion of refreshability; this is going to move at the speed of the content.

“It’s going to keep up with what fans love now and hopefully help them unlock some new favourite titles along the way through a variety of these experiences."

Curation and "refreshability"

With a library that covers horror, anime, romantic period dramas, and reality TV, the challenge for Netflix House is curation. How do you cater to everyone?

Lombardo says the physical venue must reflect the variety found on the streaming service.

"What we want to do with Netflix House is offer that same variety of entertainment that fans are accustomed to at home, but now in real life, whether you’re a family with kids during the weekday, or you’re looking for that special date night on a Saturday night, and really everything in between.

“Netflix has something for everyone. We want that to be true of Netflix House, too."

This necessitates a commitment to a “fan-first" approach where experiences rotate to match current tastes.

"The thing we’re always asking ourselves is, how do we innovate to ensure that every experience is new and different because of all those different genres that we’re keying into? We want to make sure no experience is the same, and that’s top of mind for us all the time.

"We’re where our fans are, conveniently located, and we’re changing things up to meet them where they are with their tastes at the time. For us, it’s a real fan-first focus."

Inside Netflix House

Although the atrium is free, the primary revenue sources—and the most immersive elements—are the ticketed experiences. These vary by location, demonstrating the Netflix House model's flexibility.

In Philadelphia, visitors can immerse themselves in Wednesday: Eve of the Outcasts, described as a “twisted festival” where guests can try their hand at 13 different carnival games, wander the halls of Nevermore Academy, and work together to solve an engaging murder mystery.

Another highlight is One Piece: Quest for the Devil Fruit, an escape-room-style adventure that challenges participants to solve intricate puzzles spread across seven uniquely themed rooms.

Meanwhile, at the Dallas venue, Stranger Things: The Experience invites guests to explore iconic Hawkins locations and even confront Vecna himself, using cutting-edge binaural sound technology for an even more immersive experience.

Additionally, Squid Game: Survive the Trials allows visitors to step into the arena and compete in five exhilarating games to battle for supremacy. Tickets for these headline experiences begin at $39.

Dallas also offers Netflix RePLAY, a game room filled with physical challenges, immersive story-based rooms, and nostalgic retro-style games, with refillable game cards starting at $10.

Key partnerships

Executing two major venue openings within a month of each other, with Philadelphia in November 2025 and Dallas in December 2025, demanded a substantial operational effort.

Netflix partnered with AOA, a leading immersive experience design, production, and project management company, for project management, technical guidance, and field operations to guarantee that the intricate builds met the company's standards.

Lombardo highlighted the importance of this partnership:

"We’re fortunate to work with a lot of talented vendors, and AOA is no exception. Because we work under an owner-operator model, we also have a really talented in-house team at Netflix overseeing every aspect of production and operations."

“But when you’re talking about a project as big and complex as Netflix House, and then you add the fact that you’re building two of them at the same time, it becomes even more complex.

“You want vendors who can multiply your in-house talent and who are up for the challenge of working in a fast-paced and dynamic environment like Netflix. AOA has certainly risen to that challenge and has been a terrific partner throughout."

Mike Ostendorf, CEO of AOA, adds:

"Netflix brought a strong vision and an exceptional in-house team to Netflix House. Our role was to help translate that vision into reality across multiple locations at once in project management, technical direction, and show delivery.

“When creative goals and operational discipline stay aligned, and that alignment is built on trust, clarity, and strong collaboration, it allows the truly creative work to reach its full potential."

Dining and shopping at Netflix House

Netflix House is home to Netflix Bites, a restaurant concept serving themed food, as well as a dedicated shop selling exclusive collectables and merchandise. The Philadelphia venue also features the Tudum Theater, a flexible space for screenings and fan events.

The goal is to create a "hangout" atmosphere. "Right now, we’re focused on making sure these first two houses are performing at the highest level. Are fans engaging with the experiences? Are they enjoying the retail offering? The food needs to be great."

The venues are also fully cashless, utilising cash-to-card kiosks to streamline transactions, further emphasising the modern, frictionless guest journey.

See also: Lumsden brings immersive retail environments to Netflix House

Measuring success

With the doors now open, the industry is watching closely to see how these venues perform. For Lombardo, the success metrics go beyond simple turnstile clicks. It is about emotional resonance.

"First and foremost, the thing we obsess over is whether a fan comes into a Netflix House and either feels they’ve gotten even closer to a title they already love, or they’ve discovered something new to love."

“Throughout our touring experiences, guest satisfaction has always been the key metric, and everything flows from that. If you make fans happy, if you give them something so exciting they want to come back and share it with their friends, then all the other things flow from there.

“Of course, we’re also looking at attendance, guest ratings, and repeat visitation. Netflix House is a place we want you to come back to, day in and day out."

Early responses have been positive, says Lombardo:

"If Philadelphia is any early indicator, we’re really excited about the initial opening weeks. We’ve had full houses every day, and if Dallas opening day is any indication, we’re hoping to see the same thing here."

More Netflix House venues to come

The rollout continues beyond Pennsylvania and Texas. A third major site is already confirmed for Las Vegas, set to open at BLVD on the Las Vegas Strip in 2027.

This expansion indicates confidence in the model, but Lombardo remains grounded in the need for continuous improvement.

"Netflix is a learning machine. We’re always trying to figure out how to improve anything we’re doing, and experiences are no exception... We’re really focused on the details of these first two houses, and of course, we’re going to have a lot of learnings that, in success, we can apply to many more Netflix Houses around the world."

“Our biggest job right now is figuring out how to deliver a really authentic experience, day in and day out."

The Las Vegas site will likely benefit from the operational insights gained in the coming years at King of Prussia and Galleria Dallas.

As the LBE market becomes more competitive, with brands competing for consumers' leisure time, Netflix's ability to adapt its extensive content library into physical spaces may well set the standard for the next decade of LBE.

“It really is this opportunity to put all that variety you know and love at home into a physical space and bring those stories to life over and over again,” adds Lombardo.

With venues now open and welcoming thousands of guests, the streaming giant has proven that its stories are no longer confined to the screen. In Philadelphia and Dallas, Netflix has indeed "got real".