Netflix is moving into malls
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- Netflix has announced the locations for its first two "Netflix House" venues.
- The streaming service will use spaces in two malls formerly occupied by department stores.
- It's the streaming service's latest venture into events, dining, and merchandise based on its content.
Netflix is joining the ranks of pickleball courts as it tries to make use of all that empty space in America's malls.
The streaming service said Tuesday that it's planning its first two "Netflix House" locations in shopping malls — one at the Galleria Dallas and another in the King of Prussia Mall outside Philadelphia.
Both "experiential entertainment" locations will open in 2025 and occupy spaces formerly held by department stores. That will give each over 100,000 square feet, Netflix said.
Within that space, you can expect to find a theme park-like variety of attractions, Netflix said last year. Back then, the streaming service said, patrons would be able to dine at restaurants themed around Netflix shows and buy corresponding merchandise at shops on the premises.
Netflix's latest announcement paints an even more vivid picture of what these first locations will look like.
"Imagine waltzing with your partner to an orchestral cover of a Taylor Swift song on a replica of the Bridgerton set — and then walking around the corner to compete in the Glass Bridge challenge from Squid Game," a post from Netflix said.
Netflix has already offered limited-time events for fans of its shows. It hosted a series of balls in major US cities in coordination with Season 2 of Bridgerton, for example.
The company said the Netflix House concept will offer those kinds of experiences year-round. "We've launched more than 50 experiences in 25 cities, and Netflix House represents the next generation of our distinctive offerings," its post read.
Much of America's retail space, including malls, has emptied out since the pandemic forced businesses to close. And while commercial real estate occupancy remains low in many parts of the US, retail landlords and their creditors are usually reluctant to lower rents and fill those storefronts.