Netflix is bringing immersive experiences centered around its most popular movies and shows to Galleria Dallas, the second such permanent amusement venue to open in the U.S.
Described by the streaming service as a “fan fever dream,” Netflix House allows visitors to engage with their favorite content, the company said in a release. Offerings will include themed food and drinks, interactive games, artwork, live entertainment and branded merchandise.
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“We’ve launched more than 50 experiences in 25 cities, and Netflix House represents the next generation of our distinctive offerings,” Netflix Chief Marketing Officer Marian Lee said in a statement on the company’s website. “The venues will bring our beloved stories to life in new, ever-changing, and unexpected ways.”
The Dallas location, along with another at the King of Prussia Mall in Pennsylvania, is expected to open in 2025.
Experiences at the venues could include frolicking on a replica of the Bridgerton set, competing in the Glass Bridge Challenge from Squid Game and dining on dishes inspired by Netflix shows from around the world, according to the release.
“This isn't a place that folks are going to travel to once a year,” Brent Nikolin, senior program manager for Netflix's live experience team, told members of Pennsylvania's Upper Merion Township Planning Commission in March.
Experiential retail was among the concepts that took off in the wake of the pandemic, but it has managed to maintain momentum even as the novelty fades.
Competitive socializing concepts, businesses like Topgolf and Chicken N Pickle, increased by 386% between 2021 and 2023, according to a nationwide report by Cushman & Wakefield.
“Welcoming Netflix House to Galleria Dallas allows the center to sit at the forefront of the experiential economy, which is such a key aspect of retail today,” Galleria Dallas General Manager Angie Freed said in a statement.
Trademark Property Co. has managed the Galleria since 2019. The mall fielded offers from several other experiential concepts, but what Netflix had in mind was “head and shoulders above the rest,” CEO Terry Montesi told The Dallas Morning News.
Construction on the more than 100K SF venue is underway at anchor space formerly occupied by Belk on the northwest end of the mall.
