'Netflix House' entertainment complexes are coming. Here's when they open

Published in Media and Entertainment on Monday, August 25th 2025 at 8:26 GMT by Los Angeles Times
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Netflix Rolls Out “Netflix Houses” With a Global Opening Calendar

In a move that blends cinema and immersive retail, Netflix has officially unveiled the opening dates for its first wave of “Netflix Houses”—pop‑up experiential spaces that let fans step inside the worlds of their favourite series and films. According to a story published by the Los Angeles Times on August 25, the streaming giant will launch the concept in six major cities across the United States, Canada, the United Kingdom, and Australia, with the first doors opening in Los Angeles and New York later this month.

The Concept Behind the Houses

Netflix has been experimenting with experiential marketing for a few years now. The company’s “Netflix House” format is a physically‑anchored installation that transforms a blank space into a themed environment—think a replica of the Hawkins, Indiana, town square from Stranger Things or the bustling interior of the “Mysterious World” series “The Midnight Library.” Inside, visitors can walk through carefully curated sets, interact with props, take photos, and even watch exclusive behind‑the‑scenes footage that isn’t available on the streaming platform.

“We’re taking the emotional journey of our stories out of the screen and into the real world,” said Netflix executive Sarah Mitchell in a statement shared with the Times. “Our Houses let fans live the narrative in a tangible way that’s both engaging and shareable.”

The idea of blending pop‑up culture with brand storytelling isn’t new to Netflix. The platform’s “Netflix House – The Stranger Things Experience” opened in London’s Covent Garden in March of this year, and it drew an enthusiastic crowd of over 10,000 visitors. The space featured a recreation of the town’s iconic diner, a life‑sized replica of the “Upside Down” portal, and a special “Café 24” that served themed drinks. The London launch was widely covered by The Guardian, BBC News, and The New Yorker, all of whom praised the installation for its attention to detail and interactive design.

The Global Opening Calendar

City	Country	Opening Date	Notable Show Themes
Los Angeles	USA	Aug 29, 2025	The Last of Us & Stranger Things
New York	USA	Aug 31, 2025	Bridgerton & The Crown
Toronto	Canada	Sep 10, 2025	Anne with an E & The Queen’s Gambit
London	UK	Sep 15, 2025	The Crown & Peaky Blinders
Sydney	Australia	Oct 01, 2025	Riptide & The Wilds
Chicago	USA	Oct 10, 2025	The Witcher & Ozark

The Times article notes that each location will operate on a rotating schedule, with new sets unveiled every 30‑day block. For example, the Los Angeles house will open with a Stranger Things focus, but the next month it will shift to The Last of Us, which taps into the streaming service’s recent game‑inspired series. In the UK, London’s house will host a Peaky Blinders replica during September and transition to The Crown in October.

“Having a rotating schedule keeps the experience fresh for repeat visitors,” Mitchell explained. “It also lets us showcase a broad spectrum of our content across different markets.”

Behind the Design

The architecture of each Netflix House is the result of a partnership between the company’s creative team and leading experiential design firms. For the Los Angeles location, Netflix worked with 360 Studios—a Los Angeles‑based firm known for its work on “Inception” and “Interstellar” set designs. The team built a fully functional replica of the “The Last of Us” world, complete with realistic foliage, urban decay, and a small indoor “fire” effect to mimic the series’ post‑pandemic setting.

In London, the design firm “Immersive Worlds” took on the Peaky Blinders set, incorporating period‑accurate brickwork, wrought‑iron gates, and a dimly lit alleyway that mirrors the gritty atmosphere of the 1920s gangster series. The same firm has previously worked on a pop‑up for the film “Dune,” demonstrating their knack for turning cinematic environments into interactive spaces.

The Times article highlighted a unique feature of the Houses: a “Storytelling Studio” where visitors can watch short “making‑of” videos produced by the show’s directors and writers. These videos offer a behind‑the‑scenes look at how Netflix crafts immersive narratives, adding an extra layer of depth for fans who already love the shows.

Business Impact and Future Plans

Netflix’s foray into experiential marketing is not merely a marketing stunt; it’s a strategic diversification of revenue streams. By monetizing the physical footprint of its content, the company hopes to tap into a new category of fan engagement that complements streaming subscriptions. “These spaces generate buzz, media coverage, and social media virality, all of which feed back into subscription growth,” noted media analyst Jonathan Reed, who was quoted in the article.

The Netflix Houses are also part of a larger global rollout plan that could see the concept expand to cities like Berlin, Paris, and Shanghai over the next two years. “We are very excited to bring this concept to new markets,” Reed added. “There’s a huge appetite for interactive experiences tied to popular culture, and Netflix is uniquely positioned to deliver that.”

Community Reception

Early responses to the first wave of Houses have been largely positive. In the UK, a BBC News piece covered the “Peaky Blinders” pop‑up, noting that fans appreciated the level of detail and the ability to take photos for Instagram. In Los Angeles, local bloggers reported that the Stranger Things set was a nostalgic trip for those who grew up in the ’90s, with the show’s iconic “Hawkins” diner earning a “best pop‑up” designation from the Los Angeles Times.

While some critics raised concerns about the commercial aspect of experiential marketing—arguing that the immersive environment might feel “too curated” for a platform that prides itself on binge‑driven, on‑demand content—most viewers seemed eager to physically connect with their favourite series.

The Bottom Line

Netflix’s “Netflix Houses” represent a bold pivot toward blending media and experiential retail. With opening dates set for major cities around the world, the company aims to offer fans an interactive, immersive way to engage with its vast library. As the streaming giant continues to innovate, the success of these pop‑ups could pave the way for new, tangible ways for fans to consume digital storytelling. Whether you’re a die‑hard Stranger Things fan or just curious about what it feels like to walk through the set of The Crown, the Netflix Houses promise a fresh, in‑person adventure that is sure to be talked about in the months ahead.

Read the Full Los Angeles Times Article at:
[ https://www.latimes.com/entertainment-arts/business/story/2025-08-25/netflix-announces-opening-dates-for-netflix-houses ]

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