Netflix Inc. (NFLX) just turned streaming into something you can walk through. On Wednesday, the company opened its first Netflix House in suburban Philadelphia, and it's exactly what it sounds like—a massive indoor playground where fans can step inside their favorite shows.
The venue sits at King of Prussia, one of those sprawling Simon mall destinations that anchors an entire region. And Netflix isn't treating this like a pop-up shop or temporary installation. This is permanent real estate dedicated to turning pixels into experiences.
From DVD Red Envelopes To Immersive Sets
"The Philadelphia region is the perfect place to open our very first Netflix House; a city known for its creativity, heart, and deep sense of community," said Marian Lee, Netflix's chief marketing officer.
Walk through the entrance—designed as a giant red envelope nodding to Netflix's DVD-by-mail origins—and you'll find artwork by Philadelphia artist Emily White. From there, visitors can explore large-scale installations pulled from "Stranger Things," "Wednesday," "ONE PIECE," and other hits that dominate Netflix's engagement metrics.
Want to sit in the Byers' living room? Done. Climb the deadly stairs from "Squid Game"? They've got those too. Snap Instagram-ready photos in "Bridgerton" or "Queer Eye" sets? The atrium is packed with oversized props and interactive scenes built for exactly that.
Why Netflix Is Going Physical
This isn't just about nostalgia or fan service. Netflix recently told shareholders that its biggest franchises continue to drive global engagement—and the company wants to turn that digital energy into real-world revenue streams. Think merchandise, live events, and now permanent venues where fans pay to enter worlds they've binged for hours.
The strategy is working. In its latest quarter, Netflix reported that TV view share hit record levels in both the U.S. and UK. Executives have outlined a long-term plan to transform hit shows into full franchises spanning merchandise, live events, and interactive spaces—basically the Disney playbook, but for adults who watched "Squid Game" instead of "Frozen."
Philadelphia is just the start. Netflix will open a Dallas location on December 11 and a Las Vegas site in 2027. According to market sources, NFLX stock has gained over 39% in the past year.
Jobs, Food, And Live Sports
The Philadelphia buildout created hundreds of regional jobs during construction and supports nearly 300 permanent positions now that it's operational. Netflix worked with local vendors and artists to reimagine characters and worlds through a Philadelphia lens—hence the "NetPHLix" merchandise in the retail shop.
Netflix BITES serves comfort food and playful cocktails inspired by popular shows. The TUDUM Theater screens Netflix movies, hosts trivia nights, and streams live sports—including WWE Raw and select NFL games. That live programming focus mirrors Netflix's fourth-quarter slate, which features NFL Christmas games and a Jake Paul vs. Gervonta "Tank" Davis boxing match.
Netflix's October shareholder letter highlighted "KPop Demon Hunters" as its most-watched film ever, fueling toy licensing deals with Mattel and Hasbro. The Netflix Shop at Philadelphia stocks exclusive collectibles tied to that broader merchandise push.
Opening Night With Philly Royalty
DJ Jazzy Jeff headlined the Housewarming Party. Netflix co-CEOs Ted Sarandos and Greg Peters presented a symbolic key to Pennsylvania Gov. Josh Shapiro, Sen. Amanda Cappalletti (D-PA), and Rep. Tim Briggs (D-PA)—turning the launch into a genuine civic moment.
NFLX Price Action: Netflix shares were up 1.70% at $1,155.73 at the time of publication on Wednesday, according to market data.