Netflix is turning old department stores into retail experiences
(Credits: Netflix)

Film Reviews

Netflix is turning old department stores into retail experiences

From online to real life, Netflix are moving off the screen as they announce the opening of a selection of experiential retail spaces, set to market their shows in different ways.

Netflix has undeniably been part of the digital revolution, helping to put everything, including a wealth of films and TV shows, at the click of a button. We no longer need to leave our homes to seek out culture. Seeing the biggest film releases no longer means a trip to the cinema or the video store. But now, the streaming platform seems to want to bring those experiences back and coax its online viewers off-line for a moment.

Just as Netflix digitalised culture, the same has happened in the world of retail as online shopping becomes increasingly popular. This means that more and more malls and high streets are becoming emptier as stores pull their real-life shops due to expensive upkeep and an influx of online sales becoming the majority of their profits.

However, Netflix is looking to bring people back out to shopping malls as they announce Netflix House, a selection of ‘immersive’ Netflix experiences that will bring their hit shows to life. 

The brand is buying up departed department stores, taking up the lease on empty units across the world to build experiential stores. They’re not theme parks like other brands like Disney or Nickelodeon have, but they’ve announced that they’ll certainly be more than just a typical store.

Instead the Netflix House locations will be eye-catching builds with in-store experiences dedicated to their biggest franchises with a range of food, drink, merch and activities.

They said the store are designed to “create an unforgettable venue to explore your favorite Netflix stories and characters beyond the screen year-round.” Marian Lee, Netflix’s chief marketing officer, said, “At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste — literally — of your favorite Netflix series and films through unique food and drink offerings.”

“We’ve launched more than 50 experiences in 25 cities, and Netflix House represents the next generation of our distinctive offerings,” she continued, “The venues will bring our beloved stories to life in new, ever-changing and unexpected ways.”

The first two Netflix House locations will open next year at the King of Prussia Mall in Philadelphia and at the Galleria in Dallas. Each one will span over 100,000 square feet, giving Netflix show fans plenty to explore.

Designed to provide immersive experiences connected to hit shows like ‘Bridgerton’, ‘Stranger Things’ and ‘Squid Game’, the Netflix House locations are bringing their biggest successes to life in this bold new outing.