Netflix to Launch 110KSF ‘Netflix House’ at Galleria Dallas

Netflix is set to launch a unique entertainment hub at Galleria Dallas, transforming a large retail space into Netflix House.
  • Netflix is transforming a 110KSF space at Galleria Dallas into Netflix House, an experiential entertainment venue set to open in Fall 2025.
  • The venue will feature themed restaurants, interactive games, and retail merchandise from popular Netflix shows like “Stranger Things.”
  • Netflix House is expected to attract up to a million visitors annually, significantly boosting traffic to the Galleria mall.
Key Takeaways

According to the Dallas Business Journal, Netflix (NFLX) is introducing Netflix House, a novel entertainment concept, to Galleria Dallas. This new immersive entertainment venture will occupy a 110KSF space, previously a Marshall Fields store, as reported by The Real Deal.

Big Experiment

The Dallas location is one of two initial Netflix House sites, with the other in a Pennsylvania shopping mall. Both venues are set to open in the fall of 2025. 

Netflix House will offer guests a chance to immerse themselves in the world of their favorite TV shows through themed dining, interactive games, and retail merchandise from hits like “Stranger Things,” “Bridgerton,” and “Squid Game.” Visitors can dance on a replica of the Bridgerton set or compete in the Squid Game’s Glass Bridge challenge.

Enhanced Entertainment

The novel entertainment offering is expected to significantly boost visitor numbers at the Galleria. Terry Montessi, CEO of Trademark Property, which manages the mall, anticipates Netflix House could attract up to a million visitors annually. For reference, the Galleria had roughly six million visitors in the past year. 

Over the past two years, the mall has welcomed about 300KSF of new tenants, including North Italia, Mango, and H&M Home. Other North Texas malls have also embraced experiential concepts, such as the Grapevine Mills Mall with its Legoland Discovery Center, Sea Life Aquarium, and Meow Wolf’s immersive art experience.

Strategic Choice

Netflix’s choice of the Galleria was influenced by the mall’s location just off the Dallas North Tollway and a strong retail market in North Texas. Since April 2021, Galleria sales have been up nearly 60 percent.

Despite more online shopping, however, Montessi dismissed the notion that shopping malls are a thing of the past. “Some malls are dead, either where the operator or owners aren’t investing or paying attention … but the Galleria is not dead,” he said. “It’s very much alive and kicking.”

Looking Forward

With the addition of Netflix House, Galleria Dallas is set to become an even more attractive destination, blending shopping with unique entertainment experiences. This move underscores a broader trend of malls integrating experiential concepts to stay relevant and draw in visitors in an increasingly digital age.

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