Netflix has officially stepped into the world of physical attractions with the debut of its first-ever Netflix House, a large-scale immersive venue designed to bring some of the platform’s most popular shows and films into an interactive, real-world environment.
Located inside the King of Prussia mall just outside Philadelphia, the 100,000-square-foot attraction opened its doors with free admission, offering visitors both complimentary and premium experiences themed around global hits such as Wednesday, ONE PIECE, Squid Game, Bridgerton and Stranger Things.
Netflix executives describe the venue as a new kind of entertainment destination—one that merges retail, themed experience, food culture and interactive play under a single roof to connect fans to the streaming world in a more tangible way. With multiple additional locations planned across the United States, Netflix House represents one of the company’s most ambitious fan-engagement investments to date.
Expanding the Streaming Experience into a Physical Destination
Netflix’s move into live immersive attractions marks an evolution in how streaming services engage audiences as competition intensifies and traditional subscriber growth strategies reach maturity. The Pennsylvania location provides a powerful illustration of why the company is exploring this space. Its placement inside the King of Prussia mall—one of the largest malls in the country—positions the venue to capture a steady stream of families, tourists and retail visitors.
The company’s decision to make admission free is a strategic one, intended to remove barriers for casual fans while encouraging repeat visits. Netflix Chief Marketing Officer Marian Lee described the approach as a way to make Netflix House “an everyday destination,” underscoring Netflix’s aim to integrate itself more deeply into the regular entertainment habits of its users.
Once inside, visitors encounter a wide range of activities designed to appeal to different types of fans. While the overall entry is complimentary, certain premium experiences are ticketed, giving Netflix flexibility in designing intricate attractions without deterring foot traffic.
USA TODAY's Kelly Lawler brings you an exclusive look inside Netflix House Philadelphia, where many popular Netflix stories are coming to life. pic.twitter.com/OrzQL3QyH2
— USA TODAY (@USATODAY) November 9, 2025
Tickets for experiences based on ONE PIECE and Wednesday start at $39, placing them within the pricing range typical of modern themed entertainment offerings while still maintaining the venue’s accessible positioning. This blended model of free and paid experiences reflects a broader trend within the entertainment industry, where experiential spaces combine open access with premium upgrades to create layered visitor engagement.
Immersive Attractions Inspired by Netflix’s Global Franchises
The heart of the Netflix House concept lies in its immersive environments, many of which recreate settings inspired by globally recognized series. The Philadelphia venue incorporates attractions such as Bridgerton-themed mini golf, interactive virtual reality games modeled after Squid Game, and detailed installations celebrating properties including Stranger Things, Love Is Blind and A Knives Out Mystery. These experiences vary in intensity and style, allowing guests to select encounters that match their interests, whether playful, atmospheric or digitally interactive.
By choosing franchises that already possess strong fan communities, Netflix increases the likelihood that visitors will not only participate in the experiences but also share their visits across social platforms. Each attraction is designed with high production quality, featuring detailed sets, custom lighting and branded design elements consistent with the look and feel of the original shows.
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Marian Lee emphasized that constructing these experiences involves substantial investment due to the need for specialized fabrication, scenic elements and durable fixtures capable of withstanding heavy guest use. The scale of these attractions reflects the company’s intention to make Netflix House a long-term destination rather than a short-term promotional showcase.
Additionally, the company plans to tailor each future location to its environment, with the upcoming Las Vegas Netflix House described as “a very different space.” While the Philadelphia venue is integrated into a mall setting, the Las Vegas site is positioned directly on the Strip, enabling Netflix to program experiences in a manner aligned with that city’s unique entertainment landscape. Though the Las Vegas venue is targeting a December opening, Netflix has not yet released a specific launch date, and there are currently no confirmed plans for international Netflix House locations.
Culinary Offerings Inspired by Netflix’s On-Screen Worlds
Alongside the attractions, Netflix House features Netflix Bites, a restaurant whose menu draws inspiration from 20 different films and series. This dining component has become a notable part of the venue’s appeal, giving fans a chance to engage with the culinary aesthetics of their favorite shows. Menu items include salads inspired by Emily in Paris, themed burgers tied to Stranger Things and WWE, and a Bridgerton French toast that reflects the opulent visuals associated with the period drama.
The cocktail menu similarly incorporates drinks based on characters and iconic moments from across the Netflix library. These themed food offerings demonstrate Netflix’s strategy of extending engagement beyond visual storytelling into lifestyle and culture. The curated menu underscores how deeply the company intends to integrate its brand with everyday fan experiences.
The decision to invest in a full-scale restaurant within the attraction suggests Netflix sees potential in culinary tie-ins not simply as add-on merchandise, but as a core component of the venue’s appeal. With streaming audiences increasingly drawn to food-related content, from travel shows to competitive cooking series, a themed dining venue provides an additional bridge between on-screen viewing and real-world interaction.
Netflix Bites also aligns with the broader entertainment industry trend of pairing immersive experiences with premium dining. By creating a restaurant that stands on its own while complementing the surrounding attractions, Netflix adds depth to the venue and encourages longer guest visits. The presence of a themed culinary space also enhances the flexibility of the venue, allowing it to function as a social destination even for visitors who may not be interested in the premium experiences.
A New Direction for Fan Engagement and Brand Building
The launch of Netflix House signals Netflix’s commitment to evolving beyond a pure digital platform and establishing a physical presence that supports its programming slate. As Netflix continues to invest in global franchises and original content that resonate across demographic groups, the company’s ability to provide fans with real-world, interactive extensions of those stories becomes an increasingly valuable differentiator.
The Pennsylvania opening reflects a strategy designed to deepen emotional connection with fans while diversifying how audiences encounter Netflix’s intellectual property. The attraction’s scale, free-entry model and broad mix of experiences suggest that Netflix House may become a recurring feature of the company’s brand landscape.
As additional venues open, particularly in markets like Dallas and Las Vegas, Netflix will have the opportunity to refine its approach to localized attractions, experiment with new franchise-based experiences and expand its culinary offerings to reflect future titles. The King of Prussia Netflix House provides a template for what immersive entertainment can look like when driven by a major streaming service with a global content library.
By blending physical attractions with themed dining and integrating both free and paid elements, Netflix has created a hybrid entertainment space that reflects its brand identity while appealing to a wide audience. The coming years will show how extensively the company plans to build on this model, but the opening of its first location marks a notable milestone in its ongoing evolution as an entertainment powerhouse.