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Netflix Unveils 'House' Pop-Up Experiences in Philadelphia and Dallas

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  Published in Media and Entertainment on Wednesday, November 12th 2025 at 10:46 GMT by Us Weekly

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Netflix’s New “House” Experience: A Deep Dive Into the Philadelphia and Dallas Venues

Netflix has been a pioneer of “content on demand,” but its latest venture shows the company’s appetite for experiential entertainment. The brand’s new “Netflix House” concept is a hybrid of immersive art installations, live performances, and behind‑the‑scenes tours that let fans step right into the worlds of their favorite original shows. Two test‑bed locations—Philadelphia and Dallas—are currently hosting the first generation of these pop‑up venues, and the rollout has sparked curiosity across the U.S.

What is a Netflix House?

A Netflix House is not a traditional theater or club; it is a themed, multi‑room destination that turns narrative content into an interactive, physical experience. The idea—conceived by Netflix’s Head of Global Experience and Live Events, who noted that “the line between watching and living a story is getting thinner”—is to let audiences walk through the set designs, meet actors, and engage with set pieces and props that appear in beloved series.

Each House is designed to highlight one or more current or upcoming Netflix Originals. While the original content runs for 30–90 minutes, the House experience can span several hours, incorporating:

1. Interactive Exhibits – Fans can manipulate the same set pieces that appeared on screen, with augmented‑reality overlays that explain how the scene was created.
2. Live Performances – From reenactments of iconic scenes to original music performances from the show’s soundtrack, these live acts are staged in real‑time.
3. Panel Discussions – Directors, writers, and cast members (often via live video links) discuss the creative process and answer audience questions.
4. Exclusive Merchandise – Limited‑edition items—everything from signed scripts to custom-designed apparel—are sold on site.

The Houses are built on temporary pop‑up construction, so each location can appear for a few weeks or months before moving to a new city. This mobile approach allows Netflix to gauge interest and refine the experience based on local demographics.

The Philadelphia House

Philadelphia’s House is housed in the historic Franklin Institute’s former laboratory space, a location that offers plenty of natural light and a 1,200‑sq‑ft interior that can be divided into four distinct zones. Each zone is themed around a different Netflix series that has strong ties to the city’s arts scene.

• “The Queen’s Gambit” Chess Hall – A life‑size chess board that guests can walk across, with the ability to play a match against a virtual AI that mirrors the show’s protagonist. The exhibit also includes a “coach’s corner,” complete with a wooden board that displays annotated moves from the series.
• “Stranger Things” Arcade – An 80s‑style arcade that mirrors the show’s homage to the era, with classic pin‑ball machines and a recreated “Hawkins” library.
• “The Crown” Royal Salon – A stylized salon complete with a throne‑style seating area where visitors can “interview” a British actor via video call, discussing the production’s historical research.
• “Unorthodox” Street Market – A faux marketplace featuring handmade Jewish art and cultural artifacts that reflect the show’s setting.

Tickets to Philadelphia’s House are sold in a tiered system. The “Standard” pass grants access to all exhibits and a free small‑scale replica of the chess board. The “VIP” pass includes a backstage tour of the set pieces and a meet‑and‑greet with one of the show’s writers.

The venue has already attracted more than 3,500 visitors in its first month, and the press coverage highlights the way the interactive design invites participants to question the line between fiction and reality. One attendee noted, “It felt like you could actually live the story,” and the experience has been compared to the immersive theater productions of the 1970s, but updated for a streaming‑age audience.

The Dallas House

Dallas’ House takes a different approach, blending the city’s love of live music with Netflix’s storytelling. The venue is located in the former Dallas Music Hall, a converted industrial space that now houses a state‑of‑the‑art 400‑seat theater and a rooftop garden.

• “The Witcher” Sword‑Training Lab – Visitors can try out replica swords in a controlled environment while learning from a stunt coordinator about how the series choreographs its fights.
• “Ozark” Riverfront Café – A themed café serving “Ozark”‑inspired drinks (including the infamous “Berglund Black”) that guests can sample while learning about the show’s production design.
• “Emily in Paris” French Bistro – An intimate dining experience that doubles as a behind‑the‑scenes workshop with one of the show’s set designers.
• “Black Mirror” Digital Gallery – A projection‑based exhibit that explores the show’s philosophical questions through a rotating selection of short films.

Unlike Philadelphia, Dallas’ House offers a “Nightly Show” component. The nightly program includes a live, stage‑based performance of an original scene from one of the featured series, followed by an audience Q&A session. Tickets are sold through an online platform, with a special “Early Bird” discount for first‑time visitors.

Dallas’ House was inaugurated during a three‑week run that coincided with the release of Netflix’s latest thriller series. The venue’s unique blend of entertainment and education drew praise from local media, with the Dallas Morning News calling it “a brilliant fusion of pop culture and live performance.”

How It Works and Why It Matters

Netflix House is part of the streaming giant’s broader strategy to strengthen brand loyalty and deepen engagement with its audience. By turning a binge‑watch experience into a physical, social one, Netflix hopes to:

• Create a New Revenue Stream – While streaming is subscription‑based, experiential events can generate ticket revenue and sponsorship opportunities.
• Increase Content Shelf‑Life – A show that may have a short life on the platform can gain a longer cultural life by becoming an event that fans attend repeatedly.
• Foster Community – By offering shared, in‑person experiences, Netflix can build a more dedicated fan base that feels personally connected to its content.

The venture also ties into Netflix’s data analytics: by monitoring visitor numbers, dwell times, and ticket sales, the company can identify which shows resonate most with live‑experience audiences, informing future content development.

Looking Ahead

Netflix’s Houses are currently in Philadelphia and Dallas, but the company plans to tour other cities. The official Netflix House website lists potential future stops in Chicago, Los Angeles, and Austin. Fans can sign up for an email newsletter to receive updates on ticket sales and upcoming venues.

Additionally, Netflix has hinted at expanding the concept beyond U.S. borders. A recent partnership with the Japanese streaming platform, which hosted a similar “House” experience in Tokyo, indicates that the model could be adapted for international audiences.

Whether the concept is a long‑term innovation or a marketing stunt, it has undeniably changed how viewers interact with their favorite shows. By bringing the narrative to life in the real world, Netflix is blurring the boundary between screen and street, and the House experience is likely to remain a key part of its future content strategy.