Netflix House

Philadelphia, Pennsylvania and Dallas, Texas

Bringing Netflix Stories Beyond the Screen

For the initial launch, Netflix House reimagined dormant retail spaces into 100,000-square-foot permanent entertainment destinations — the streaming giant’s first physical homes for fans in Philadelphia and Dallas.

A person in a garment in a room with colorful walls.

Full-Service Restaurant and Bar (Netflix BITES)
Two 15,000-Square-Foot Experience Stages
Adaptive Reuse of Vacant Anchor Retail Space
Multi-Purpose Experience Gaming Spaces
VR/XR Gaming
229-Seat Theater in Philadelphia
Murals Commissioned from Local Artists
More than 3,000-Square-Feet of Retail Space

A large building with a large sign on it.

A large room with red walls and a large red and white sign.

As traditional retail anchor tenants shutter, big box spaces across the U.S. sit empty, awaiting reinvention. Meanwhile, demand for immersive live experiences is surging — 52% of people now attend six or more immersive experiences each year, according to the Gensler Research Institute’s Evolving Immersive: The 2025 Immersive Entertainment & Culture Industry Report. Netflix sought to meet that demand with a first-of-its-kind, permanent yet ever-changing entertainment venue.

To bring Netflix stories to life, Gensler worked closely with Netflix to develop a bespoke design language that celebrates the studio’s rich catalog of original series and films. Each location welcomes visitors into the Netflix universe through a physical representation of Netflix’s iconic color red envelope and vibrant murals by select local artists. Inside, each Netflix House location is free to explore and features a variety of complimentary and paid activities, games and immersive experiences, as well as a restaurant, shop, photo opps and more.

Netflix House locations act as regional entertainment destinations where fan culture, live performance, dining, and retail seamlessly come together. Each regional location is designed to adapt, evolve, and celebrate fans’ ongoing love of what's popular on Netflix via immersive experiences where fans can interact with their favorite Netflix stories beyond the screen. Netflix House offers a compelling new model for what vacant anchor retail space can become.

A room with a table and shelves with objects on it.

“

Gensler was an incredible partner in helping us bring the vision of Netflix House to life in existing retail spaces that were ripe for reimagining. From fan-focused locations to structural interiors that allowed us to think really big - these projects have been a joy to collaborate on, and seeing the overwhelmingly positive fan reactions day in and day out demonstrates that we were able to stick the landing with a first of its kind concept.

—Greg Lombardo, Vice President of Experiences Creative and Production, Netflix

A group of people in clothing on a stage.

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