Mar 12, 2026

Netflix House

Philadelphia

Kate Springer

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Courtesy Netflix House

You’re posing on a red-velvet Bridgerton throne. You’re following Wednesday’s severed sidekick Thing into a haunted carnival. You’re digging into a Perfect Pickle Pie pizza. In November, streaming platform Netflix opened its first permanent destination: Netflix House Philadelphia, an immersive two-story venue where familiar on-screen worlds spill out of the living room and into the wider world.

It’s a new model for streamers, which have only dipped toes into the physical world. Marian Lee, Netflix’s chief marketing officer, says the expansion into experiential entertainment gained momentum during the pandemic, after Netflix held its Stranger Things “Drive-Into” experience in 2020. “We didn't really anticipate [that] level of rabidness,” she says. Since then, the company has rolled out hundreds of in-person experiences around the world, including Bridgerton balls and KPop Demon Hunters sing-alongs. “We decided this is worth doing on a more permanent basis,” Lee says.

Not wanting to go full Disney World, Netflix opted for a more intimate and accessible—and Instagrammable—experience. Housed in a former Lord & Taylor department store at King of Prussia Mall, about 25 minutes outside Philadelphia, the more than 100,000-sq.-ft. space is free to explore. Visitors pass through a massive red envelope—a nod to the brand’s early DVD-by-mail days—and are transported into a colorful atrium overflowing with artwork and show props. From gilded Love is Blind goblets to menacing Squid Game guards, the space is engineered for photo ops.

Is it one big marketing campaign for the platform’s shows? Yes. Does that make it any less fun for fans? No. Hour-long paid adventures bring together meticulous set design and interactive storytelling. In the One Piece experience, teams race through seven themed rooms, each with a puzzle to solve, in pursuit of the elusive Devil Fruit. Across the hall, Wednesday: Eve of the Outcasts drops fans into a delightfully eerie carnival at Nevermore Academy, complete with bewitched games, a murder mystery, and secret passages to explore.

“We think about it as fandom come to life,” says Lee. “Everything we do is about putting the fan at the center, whether that’s merchandise, something they’ll wear, or a meet-and-greet.”

Three VR gaming rooms, a mini golf course inspired by shows like Is It Cake? and Bridgerton, a 229-seat Tudum Theater for screenings and live events, and a stylish restaurant serving dishes and drinks inspired by Netflix productions, like the jumbo “Plot Twist” pretzel or WWE Smashedburger, make Netflix House a bonafide destination.And Philadelphia was just the beginning. One month later, Netflix House Dallas opened in the Galleria Dallas mall, with the same free-to-enter, pay-as-you-go model. Each location has unique exhibits, and there, visitors can try a Stranger Things rescue mission, Squid Game challenges, and RePLAY, an interactive arcade. The next Netflix House—Las Vegas—will open in 2027, and Lee hopes the concept continues to expand from there. But the company has no plans to pursue the mega-park model. “I would love for this to be so successful that we’re in every major city around the world,” Lee says. “We want it to be a neighborhood hangout, a community place you can come back to again and again.”