Netflix House
Netflix House represents a seismic shift in entertainment — a permanent, physical home where fans can inhabit the stories they love.
Moving beyond the screen, Netflix launched landmark venues in Philadelphia and Dallas (2025) that function as cultural playgrounds: part immersive retail, part fan destination, and part experiential dining. From Stranger Things escape games and Squid Game obstacle courses to Tudum theaters, this is fandom scaled for the real world.
Our mission was to craft a digital scrolling experience that matched the great audacity of the physical project. We were tasked with building the digital foundations for these venues, creating a high-energy fan conversion engine that served as the official gateway to Netflix’s physical universe.
Our approach
Working in close collaboration with Netflix and Studio NARI, we translated a global brand identity into a distinctive, immersive digital home for Netflix House.
Our approach was centered on motion-first storytelling, ensuring the website felt as kinetic and alive as the venues themselves. To create an instantly recognisable brand aesthetic we also incorporated Studio NARI's 3D illustrations, hyper-real CGI icons, and bespoke dioramas of each branded experience
To bridge the gap between digital and physical, we employed rotational animations and expressive scrolling behaviour — mirroring the sensation of physical exploration.
From persistent early access waiting list banners through to exclusive sign-up countdown badge shareables, fan engagement was core to the site’s architecture, ensuring the site functioned not just as an information hub, but as an essential marketing tool which turned digital interest into physical footfall.
The results
Launched across three phases throughout 2025, the Netflix House digital experience successfully transitioned the brand from content to culture.
With an initial focus on raw hype, the campaign kicked off with a teaser phase to capture early interest, and build up a robust database of local superfans via email sign-ups. Evolving the site’s design we introduced specific IP and site locations, further deepening the emotional connection. The final phase rounded out the experience with granular details on attractions and the launch of digital shareables, turning the sign-up process into a social moment.
The Netflix House announcement generated tonnes of earned media, giving potential visitors a digital destination where they could sign-up and convert that interest, into real world visits.
By treating the digital platform as a strategic pivot rather than a simple landing page, we helped Netflix establish a new content loop where fans become active marketers.
This project proves that in an industry set to reach £351 billion by 2030, the future belongs to brands that allow their audience to step inside the story.
