By Emma Dooling – Reporter, Philadelphia Business Journal
Netflix is targeting Philadelphia for one of the first locations of its new retail, dining and live entertainment experience.
The streaming giant plans to open a Netflix House in the former Lord & Taylor space at the King of Prussia Mall. The brick-and-mortar concept aims to immerse customers in their favorite Netflix shows and movies through themed merchandise, food and activities.
Netflix has previously created several temporary activations around the world based on its content, including the "Stranger Things Experience" and "The Queen's Ball: A Bridgerton Experience," as well as a pop-up restaurant called Netflix Bites. Netflix House gives the streaming service a permanent venue to host its themed experiences.
"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 the Upper Merion Township Planning Commission during a presentation Wednesday night. "We want to be in the communities. We want to be in city centers. We want to be in great malls like King of Prussia where people come over and over again."
Nikolin said Netflix expects to open the venue in late 2025. Bloomberg reported in October that Netflix plans to open its first two Netflix House locations that year.
Netflix is seeking approval from the Upper Merion Township Board of Supervisors for conditional use of the former department store as a performing arts facility and movie theater to host the proposed activations within Netflix House. The Planning Commission unanimously recommended the application for approval during the Wednesday meeting. The entertainment company will go before the Board of Supervisors for final approval on April 11.
Full story: https://tinyurl.com/yck46dne
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