Netflix appears to be looking back for inspiration (and revenue). In a surprising twist, the streaming giant has announced the opening of a series of physical stores, which it will call Netflix House and whose business model is very reminiscent of the themed restaurant chain Planet Hollywood. The news was announced by the company's CEO, Ted Sarandos, in an online conference on Bloomberg. He explained that these establishments, far from focusing on digital, will offer "fan experiences" and products based on hit Netflix shows.
Fans of content produced by Netflix will have the opportunity to purchase merchandise, but they will also be able to play games, eat, and attend shows. Themed dinners and live experiences will be “carefully selected,” Sarandos has advanced. The locations of the Netflix House have not yet been announced, but it is known that the first two stores will focus on an obstacle course based on the popular series The Squid Game.
Although it may seem contradictory to the series' satire on modern capitalism, this approach is sure to generate interest. Netflix House locations will also host rotating art exhibits inspired by its most popular productions and live performances to delight fans. Sarandos emphasized the idea of creating "a place for fans to live experiences of their favorite series and movies."
In addition to physical experiences, Netflix House will offer a diverse range of culinary options ranging from casual dining to high-end dining, inspired by the numerous unscripted food reality shows aired on the platform. The first two locations, still unknown, will open their doors in the United States in 2025, and will subsequently expand in other territories.
According to Josh Simon, the company's vice president of consumer products, this initiative seeks to offer fans a more immersive experience in the world of Netflix movies and television shows. “We've seen how much fans love to immerse themselves in the world of our movies and television shows, and we've been thinking a lot about how to take this to the next level,” he highlighted in his speech on Bloomberg. This approach isn't entirely new, however, as they've previously experimented with pop-up experiences tied to specific shows, such as Stranger Things and a series of cooking shows.
Netflix House aims to celebrate all the content on the platform, providing fans with engagement opportunities and a truly unforgettable experience that combines analog and digital. The activities will rotate every 7 or 15 days and will have "nothing to do with Disney theme parks," Sarandos noted.
