Netflix House will bring to life popular shows including Stranger Things / courtesy of Netflix
With the public’s appetite for original immersive experiences showing no sign of waning, Netflix is entering the market with Netflix House.
Due to open some time in 2025 in malls in Pennsylvania and Texas, the year-round experiential entertainment, food and retail venue will bring Netflix shows to life including Bridgerton, Stranger Things and Squid Game.
According to Netflix, the experiences will rotate year-round, with the first batch focused on series Bridgerton, Money Heist, Stranger Things, Squid Game and Netflix Bites – a pop-up dining experience bringing together chefs and personalities from the service’s cooking shows.
The experiences will include replica sets, games, restaurants and retail based around the shows.
An appetite for immersion “Our shows and films have incredible fanbases, and when our audiences fall in love with a story, they don’t just want to watch it, they want to live it,” said Marian Lee, Netflix’s chief marketing officer.
“At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste of your favourite Netflix series and films through unique food and drink offerings.
“The venues will bring our beloved stories to life in new, ever-changing, and unexpected ways.”
The first two Netflix House experiences will cover 100,000sq ft (9,290sq m) in former department stores at the King of Prussia mall in Pennsylvania and the Galleria Dallas mall in Texas. Outside the venues, visitors will be greeted by eye-popping sculptures” and a “mural mash-up of characters.”
“Imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the Bridgerton set – and then walking around the corner to compete in the Glass Bridge challenge from Squid Game,” said Lee.
Expanding the Netflix universe The new concept builds on Netflix experiences around the world, which include The Queen’s Ball: A Bridgerton Experience; Stranger Things: The Experience; and Squid Game: The Experience, which is now open in New York and is expanding to Madrid and Sydney. Following on from 2023 pop up culinary experience Netflix Bites, Netflix has teamed up with MGM Grand in Las Vegas to create a new Netflix Bites experience, launching in 2025.
“We’ve launched more than 50 experiences. Netflix House represents the next generation of our distinctive offerings,” said Lee.
Image courtesy of Netflix
"At Netflix House,
you can waltz on
a Bridgerton set
and compete in
Squid Game’s Glass
Bridge challenge,
all in one visit" – Marian Lee, chief marketing officer, Netflix
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 1
Editor's letter: A fresh perspective
As a new report argues that silence can help visitors better appreciate zoos, Magali Robathan explores a different way of operating
People: Marian Lee
As Netflix announces the launch of immersive attraction Netflix House, we hear about the plans from the company’s CMO
People: Frida Escobedo
The first woman to design a wing at the Metropolitan Museum of Art shares her vision for a more usable and welcoming space for modern and contemporary art
People: Delta Kay
Indigenous experiences are important for fostering respect, and must not be co-opted by non Indigenous operators, says Aboriginal tour guide Delta Kay
Theme parks: Bob Weis
The former president of Imagineering pulls back the curtain to give a behind the scenes look at how some of Disney’s biggest projects took shape
Museums: Space to learn
From the world’s first AI art museum to the latest cultural institution transforming a rural Japanese island... We check out some intriguing museums taking shape across the globe
Technology: Guiding light
Genell Zuciya, creator of attractions for Disney and Meow Wolf, explores the transformative power of lighting
Theme parks: Block party
Merlin meets Minecraft in a $85m deal set to bring the world’s biggest selling video game to life. Could this be Merlin’s most significant partnership?
Museums: A new dawn
The first phase of a ground-breaking new museum campus has opened in Benin City, Nigeria. Is this the future for post-colonial institutions?
Research: Quiet zoos
Could a quieter zoo environment restore zoos’ original purpose as restorative retreats for overstimulated minds? The authors of a new research paper certainly think so
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
Netflix House will bring to life popular shows including Stranger Things / courtesy of Netflix
With the public’s appetite for original immersive experiences showing no sign of waning, Netflix is entering the market with Netflix House.
Due to open some time in 2025 in malls in Pennsylvania and Texas, the year-round experiential entertainment, food and retail venue will bring Netflix shows to life including Bridgerton, Stranger Things and Squid Game.
According to Netflix, the experiences will rotate year-round, with the first batch focused on series Bridgerton, Money Heist, Stranger Things, Squid Game and Netflix Bites – a pop-up dining experience bringing together chefs and personalities from the service’s cooking shows.
The experiences will include replica sets, games, restaurants and retail based around the shows.
An appetite for immersion “Our shows and films have incredible fanbases, and when our audiences fall in love with a story, they don’t just want to watch it, they want to live it,” said Marian Lee, Netflix’s chief marketing officer.
“At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste of your favourite Netflix series and films through unique food and drink offerings.
“The venues will bring our beloved stories to life in new, ever-changing, and unexpected ways.”
The first two Netflix House experiences will cover 100,000sq ft (9,290sq m) in former department stores at the King of Prussia mall in Pennsylvania and the Galleria Dallas mall in Texas. Outside the venues, visitors will be greeted by eye-popping sculptures” and a “mural mash-up of characters.”
“Imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the Bridgerton set – and then walking around the corner to compete in the Glass Bridge challenge from Squid Game,” said Lee.
Expanding the Netflix universe The new concept builds on Netflix experiences around the world, which include The Queen’s Ball: A Bridgerton Experience; Stranger Things: The Experience; and Squid Game: The Experience, which is now open in New York and is expanding to Madrid and Sydney. Following on from 2023 pop up culinary experience Netflix Bites, Netflix has teamed up with MGM Grand in Las Vegas to create a new Netflix Bites experience, launching in 2025.
“We’ve launched more than 50 experiences. Netflix House represents the next generation of our distinctive offerings,” said Lee.
Image courtesy of Netflix
"At Netflix House,
you can waltz on
a Bridgerton set
and compete in
Squid Game’s Glass
Bridge challenge,
all in one visit" – Marian Lee, chief marketing officer, Netflix
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 1
Editor's letter: A fresh perspective
As a new report argues that silence can help visitors better appreciate zoos, Magali Robathan explores a different way of operating
People: Marian Lee
As Netflix announces the launch of immersive attraction Netflix House, we hear about the plans from the company’s CMO
People: Frida Escobedo
The first woman to design a wing at the Metropolitan Museum of Art shares her vision for a more usable and welcoming space for modern and contemporary art
People: Delta Kay
Indigenous experiences are important for fostering respect, and must not be co-opted by non Indigenous operators, says Aboriginal tour guide Delta Kay
Theme parks: Bob Weis
The former president of Imagineering pulls back the curtain to give a behind the scenes look at how some of Disney’s biggest projects took shape
Museums: Space to learn
From the world’s first AI art museum to the latest cultural institution transforming a rural Japanese island... We check out some intriguing museums taking shape across the globe
Technology: Guiding light
Genell Zuciya, creator of attractions for Disney and Meow Wolf, explores the transformative power of lighting
Theme parks: Block party
Merlin meets Minecraft in a $85m deal set to bring the world’s biggest selling video game to life. Could this be Merlin’s most significant partnership?
Museums: A new dawn
The first phase of a ground-breaking new museum campus has opened in Benin City, Nigeria. Is this the future for post-colonial institutions?
Research: Quiet zoos
Could a quieter zoo environment restore zoos’ original purpose as restorative retreats for overstimulated minds? The authors of a new research paper certainly think so
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
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