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Netflix House and the Future of Fan Engagement

It's not every day that experiential news stops us in our tracks. But a couple of weeks ago, we were struck by a big Netflix announcement: The streaming giant will open its first two massive entertainment complexes, called Netflix Houses, in 2025. These venues will be located in King of Prussia, PA, and Dallas, repurposing former department store spaces in popular shopping malls. Each Netflix House will cover over 100,000 square feet and offer a mix of shopping, dining and immersive experiences themed around major franchises like "Bridgerton," "Stranger Things," and "Squid Game." Instead of a location devoted to just one of Netflix’s hits — these venues will feature regularly updated immersive experiences, themed eateries, and retail stores with exclusive merchandise. (You know, a movie theater meets a mall meets an immersive experience. We’re up for it all.) Outside, visitors will be greeted by sculptures and murals of popular Netflix characters. And in a key lesson for all of us: Netflix aims to use these locations as marketing tools to enhance fan engagement rather than as standalone business ventures. We asked prominent members of the XP Land community — and experiential industry veterans — for their hot takes on Netflix...