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Overview
Netflix House reimagines dormant retail spaces into permanent entertainment destinations where fans step directly inside the world of Netflix.
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Opportunity
As dormant retail anchors sit vacant across the country, a new kind of immersive destination is emerging, one built around story, play, and shared experience.
As legacy department stores close their doors, malls are searching for a new reason to draw crowds, and fans everywhere are craving a way to step beyond the screen and into the stories they love. Streaming has made Netflix one of the most recognized and beloved brands globally, yet for all its reach, it has existed entirely on screen. The moment called for meeting fans where they already gathered and giving Netflix a place in the real world, a home where fandom could come to life. This retail anchor functions as that destination, where story, play, dining, and community converge under one roof.
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Why This Matters
01
Reviving the Mall Anchor
A bold new entertainment model built around experience rather than merchandise offers the chance to restore foot traffic, extend dwell time, and return relevance to some of America's most visited retail destinations.
02
Bringing Fans Into the Story
Netflix House represents an invitation to step inside TV and movie worlds. Moving from passive viewing to active participation transforms fandom into something physical, social, and deeply memorable.
03
A Permanent New Typology
Rather than a pop-up activation or traditional theme park, Netflix House is a permanent, rotating, story-driven venue designed to evolve continuously alongside the programming that defines contemporary culture.
Gensler was an incredible partner in helping us bring the vision of Netflix House to life. Seeing the overwhelmingly positive fan reactions day in and day out demonstrates that we were able to stick the landing with a first of its kind concept.
Solution
To bring Netflix stories to life, Gensler worked closely with Netflix to develop a bespoke design language that celebrates the studio’s rich catalog of original series and films.
The design centers on a layered customer journey that moves visitors from free public zones into fully ticketed, scenically immersive experiences. The iconic Netflix red envelope anchors the architectural identity, giving each venue an instantly recognizable visual signature. Two 15,000-square-foot experience stages per location are engineered for full scenic immersion. A 229-seat theater at the King of Prussia location adds a live-performance dimension. Local artist murals at each venue root the experience in its specific community, ensuring that while the brand is global, each location feels genuinely of its place. The experience architecture is designed to refresh as Netflix's programming evolves, making every visit new.
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Related Content
100,000+
Square-feet per venue across two floors
15K
Square-foot experience stages
2
Experience stages per venue
From brief to build: translating a new entertainment typology into a buildable, operable venue within an existing department store shell.
The design process balanced deep branded immersion with the operable flexibility required to refresh content as Netflix’s programming slate evolved. Collaboration with scenic designers, media technologists, and experience vendors shaped the two 15,000-square-foot stages at each location, while local artist partnerships ensured that community identity was woven into the architecture from the outset. The result is a venue that functions simultaneously as a branded world, a community gathering place, and a platform designed to keep evolving.
Impact
Netflix House opened to overwhelming fan turnout, proving that a streaming brand could become a lasting physical destination.
What had been a dormant retail floor became a destination that draws fans across demographics, drives meaningful dwell time, and sustains repeat visitation as content rotates and new experiences arrive.
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What Changed Because of This
01
A New Standard for Retail Entertainment
Netflix House demonstrated that immersive, story-driven entertainment can anchor a mall, generate genuine repeat visits, and give surrounding tenants a rising tide of foot traffic.
02
Fans Become Participants
Visitors who arrived as viewers left as participants. Passive fandom transformed into active experience that generates conversation, social sharing, and the desire to return.
03
Netflix in the Physical World
Netflix House gave on the world’s most recognized brands its first physical home, becoming something fans could touch, taste, and inhabit, thus extending the relationship between audience and storyteller beyond the screen.
Recognition
Time
Wall Street Journal
Fast Company
Team
Project Leadership
FAQ
Where is Netflix House located?
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What can visitors do at Netflix House?
How does Netflix House benefit the surrounding community and mall?
What makes Netflix House different from a traditional theme park?
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