From Squid Game to period dramas

Netflix is opening its Philadelphia flagship “Netflix House,” a 100,000-square-foot space blending attractions, themed food, and merch tied to hits from K-content to period dramas. The venue includes interactive sets, stunt experiences, and rotating installations—positioned as a year-round anchor for fandom beyond the screen. Executives say the site will host premieres, live competitions, and limited-run exhibits that refresh the space. The concept aims to convert streaming IP into in-person revenue, while giving viewers reasons to stay engaged between seasons. It also plants a marker as Hollywood leans harder on experiential formats amid a crowded streaming market.

Experiential bets and global IP

Analysts see Netflix House as a test of whether global franchises—K-drama survival games, fantasy epics, prestige thrillers—can draw repeat footfall like theme-park “mini-lands.” The launch timing ahead of the holidays gives Netflix a merchandising and events runway. Location data and visitor feedback could inform content decisions, from greenlights to spinoffs. For local tourism, the site adds a destination that can cycle exhibits without the cost of new rides. If the model scales to other cities, it could become a durable revenue stream that blends retail, events, and fandom—especially for titles with active cosplay and challenge formats. Success will hinge on refresh cadence, pricing, and whether photo-ready sets feel premium rather than pop-up.