Netflix will open physical stores in the US by 2025.
It plans to initially open two sites in the US before going global, similar to how studios build theme parks and experiences based on their IP.
Motive
In the latest attempt to diversify revenue streams and simultaneously offer fans a unique and interactive experience, these stores will be known as “Netflix House”.
It is also a strategic move to increase user engagement and take advantage of the success of its original content.
In a nutshell
Netflix House will be a combination of retail, dining and live experiences.
They will be designed similar to theme parks, with fans being able to enjoy themed foods, browse and purchase merchandise from popular Netflix shows, and even take part in obstacle courses like the ones in Squid Game.
Netflix House is poised to feature ‘rotating installations’ ranging from ticketed experience shoes to restaurants boasting both fast food and fine dining experiences — including alcohol.
Not like Disneyland
“Don’t think of it like Disneyland,” Netflix CEO Ted Sarandos said at the Bloomberg Screentime Conference.
“[It’s] something you might go to a couple of times a month, not just once every couple years.”
Josh Simon, Netflix’s VP of Consumer Products explained, “We’ve seen how much fans love to immerse themselves in the world of our movies and TV shows, and we’ve been thinking a lot about how we take that to the next level.”
Culinary focus
The inclusion of dining experiences in particular could be a great way to engage with fans outside of the online OTT platform.
This could mean enjoying a meal at a “Stranger Things” themed restaurant or tackling a “Squid Game”-style obstacle course.
The company is currently scouting for suitable locations to kickstart this project.
If this works out, this would set it apart from competition as it provides a unique offering to its loyal fan base.
Earlier experiments
This isn’t its first foray into brick and mortar retail.
It had opened 40 pop-up experiences across 20 cities such as themed events for “Stranger Things,” a Money Heist-themed escape room, and even a Bridgerton-inspired ballroom dance event.
And in 2022 it announced in-store Netflix hubs in more than 2,400 Walmart stores nationwide which sells items tied to popular Netflix shows, movies and more.
The same year it had opened a pop-up at The Grove in Los Angeles.
With an area of 10,000-sq.-ft,this store was open only for a limited time, from October to early January.
It sold limited-edition merchandise based on popular Netflix shows.
Netflix Bites
Earlier this year it opened “Netflix Bites” in Los Angeles, a pop-up eatery offering dishes inspired by its original shows.
The temporary venue offered “an elevated dining experience” from several well-known chefs from shows on its platform, including Chef’s Table and Iron Chef: Quest for an Iron Legend.
“Netflix is already a destination for beloved food programming, from documentaries to competition shows,” said Simon.
Series-themed offerings
“From episode to entrée, with Netflix Bites we are creating an in-person experience where fans can immerse themselves in their favorite food shows. We are excited to collaborate with these incredible chefs who will bring this vision to life and showcase an array of their delicious menus.”
It is no longer open, but the positive response to this venture likely emboldened it to go further and beyond, and this time not just temporary.
And if it cracks this, Netflix House could very well become a must-visit destination and cement Netflix’s position as not just a streaming major but also a leading entertainment provider.
