As the boundaries between entertainment, visitor experiences and retail continue to blur, award-winning retail and hospitality design studio Lumsden, specialists in the visitor attraction and cultural sectors, has collaborated with Netflix to create the immersive retail environments for Netflix House, the global streaming brand’s first-ever permanent, year-round entertainment venue.
Spanning more than 100,000 square feet, Netflix House invites fans to step inside and interact with the worlds of their favourite shows and films. Retail plays a central role in that experience, conceived not as a traditional store but as an extension of Netflix storytelling. Lumsden collaborated closely with Netflix over a two-year partnership to develop the retail concept for the first two US locations: Philadelphia and Dallas, which opened in Q4 2025.
Retail as Immersive Storytelling
At Netflix House, retail is positioned as a key component of fan engagement, translating globally recognised titles off the screen into experiential moments.
Each Netflix House location features exclusive product ranges inspired by fan-favourite shows and films including Stranger Things, Bridgerton, KPop, Demon Hunters, ONE PIECE, Frankenstein and more with built-in flexibility to evolve based on what’s popular on Netflix.
“Netflix House signals a shift in how retail is conceived within visitor experiences,” said James Dwyer, Owner and Creative Director at Lumsden. “Our focus is on creating retail environments that operate as part of the wider experience, rather than as standalone shops. By developing a modular, content-led system, the stores can adapt as Netflix’s programming evolves, supporting long-term relevance, repeat visits and a stronger emotional connection between fans and the brand.”
Two Locations, One Flexible Retail System
While sharing a common design language, the two Netflix House locations respond to different architectural and operational contexts.
The Philadelphia site, located at King of Prussia, features a 2,250 sq. ft internal retail environment positioned between the immersive experiences and the Netflix BITES restaurant.
In contrast, the Dallas location at Galleria Dallas spans 3,790 sq. ft and features a large, fully glazed storefront overlooking the mall concourse, acting as a bold visual, mall-side entrance into Netflix House.
To accommodate these differences, Lumsden developed a modular ‘kit of parts’ retail system, allowing a consistent brand experience to be deployed across both sites while adapting to scale, circulation, visibility and future rollouts.
Ever-Evolving, Uniquely Netflix
Central to the retail concept is the idea of an ever-evolving store. Layouts, fixtures and storytelling elements are designed for regular refresh, ensuring repeat visitors encounter new narratives, themes and moments with each visit.
“We designed the retail environment to act as a canvas for various Netflix IP, while remaining true to the Netflix brand. Materials and finishes draw on its playful, pop-driven aesthetic, including solid surfaces formed from recycled DVDs and illuminated resin details inspired by Netflix’s “Streams” icon”, said Rina Keane, Design Director at Lumsden.
This approach allows for rapid content updates without the need for full redesigns, a critical consideration for content-led destinations.
Immersive Retail Anchors Drive Repeat Visits
Key to the strategy are immersive retail anchors: dedicated zones that spotlight leading shows and films – such as Stranger Things, Bridgerton and ONE PIECE, that evolve alongside programming cycles and experiences within Netflix House.
Retail Within a Broader Experiential Ecosystem
Netflix House combines immersive experiences, games, activations, food and beverage, merchandise and retail all under one roof.
Lumsden’s design for the retail environments act as a connective thread between these experiences, spaces where emotional engagement is transformed into tangible takeaways.
