Netflix is taking its fan experience to new heights with the introduction of Netflix House. This innovative concept aims to create a network of stores where fans can step into the worlds of their favorite TV shows, shop for themed merchandise, indulge in themed food, and even participate in Squid Game obstacle courses. Netflix plans to open its first two venues in the United States by 2025, with global expansion to follow.
Vice president Josh Simon spoke to Bloomberg about the streaming giant's plans: "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." Netflix hopes to strengthen brand loyalty and create a deeper connection with its audience.
Netflix has already dipped its toes into the world of fan experiences in the physical world. The company has hosted several pop-up events in major cities across the world. Last year Netflix offered an immersive shopping experience in Los Angeles where fans could purchase limited-edition merchandise from popular series like Stranger Things, Bridgerton, and Squid Game. Netflix Bites is a limited-time pop-up restaurant where fans can experience dishes and cocktails from acclaimed chefs and mixologists.
Netflix House represents a shift towards more permanent locations that will serve as hubs for immersive experiences and community building. Netflix aims to not only promote its programs but also foster a sense of community. Fans can gather and share their love for specific shows.
The houses will have rotating installations with ticketed shows and themed restaurants. The restaurants will serve food inspired by popular series, catering to different dining preferences and budgets. Whether it's casual fare or fine dining, Netflix House aims to offer a culinary journey through the beloved worlds of its shows. Desserts and spirits will also be included, providing fans with an enthralling experience.
While Netflix House is primarily seen as a promotional tool, it also has the potential to generate revenue. The inclusion of themed retail spaces allows fans to shop for merchandise inspired by their favorite shows, further monetising the fan experience. By offering exclusive and limited-edition items, Netflix can create a sense of urgency and drive sales among its dedicated fan base. While the specific locations for future Netflix Houses have not been announced, it's clear that Netflix is actively exploring potential permanent locations in major cities worldwide.