In an ambitious venture slated to merge streaming entertainment and real-world experiences, Netflix, Inc. has announced plans to launch ‘Netflix House’—a blend of retail, dining, and live experiences designed to deepen its connection with a globally sprawling audience.
According to the company, the first two of these multi-faceted venues are scheduled for a U.S. debut in 2025, to be followed by others across international locations.
This revelation comes as part of Netflix’s broader strategy to expand its revenue streams beyond the core subscription-based service and to foster more intimate communities around its popular series.
The venues themselves, however, are not Netflix’s maiden foray into the physical world. The streaming behemoth previously dipped its toes in the water with pop-up installations, including a restaurant aptly named Netflix Bites.
This eatery opened on June 30 in Los Angeles, and featured an array of culinary delights from chefs who have appeared on Netflix cooking shows. The move into permanent locations symbolizes a significant amplification of this effort.
Netflix Bites, for instance, offers a pizza menu curated by Ann Kim, who was featured in an episode of “Chef’s Table: Pizza.” The episode itself is a portrait of her journey, surmounting obstacles to become a thriving restaurateur.
“I’m honored to be a part of this curated screen-to-table experience and excited to share it with some of my very talented friends in the industry,” said Ming Tsai, an Iron Chef featured on Netflix’s 2022 remake of the series, in a press release.
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Adding a splash of competition to the dining experience, Netflix Bites also serves cocktails inspired by “Drink Masters,” where mixologists vie for a hefty $100,000 prize and the crowning title of ‘Ultimate Drink Master.’ Among the concoctions is an ‘Elderflower and Freshly Cut Green Grass Spritz’—a direct nod to episode two of the program.
However, food and drinks are merely the tip of the iceberg. The company has been testing the waters of experiential fan engagement for years, launching 40 pop-ups in 20 cities worldwide—including Tokyo, New York, and Mexico City.
Some, like “The Queen’s Ball: A Bridgerton Experience,” even traveled between countries. This initiative involved a night of drinks and dancing inspired by the hit period drama series “Bridgerton.”
Netflix’s experiential engagements aren’t limited to pop-up installations and food. In late September, they partnered with Walmart to introduce “Scoops Ahoy,” an ice cream line inspired by the fictional parlor in their popular series “Stranger Things.”
Last year, they also released a ‘Surfer Boy Stranger Things Hand Tossed Crust Pizza’ to celebrate the fourth season of the show. Such collaborations extend to temporary stores featuring Netflix merchandise in cities such as Paris, Las Vegas, and Chicago.
“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,” said Josh Simon, Vice President of Consumer Products at Netflix, in an interview with Bloomberg.
While Simon remained tight-lipped about specific details, it’s clear that Netflix House will feature rotating installations such as ticketed shows and eateries offering food from its unscripted shows, varying from casual burgers and fries to more sophisticated desserts and spirits.