Headlines
Netflix to Open Two-Level Pop-Up Experience
The streaming giant continues to embrace physical retail
Netflix (Los Gatos, Calif.) is setting up another brick-and-mortar shop.
A pop-up store at The Grove in Los Angeles is opening this week, which the streaming service and production company calls an “immersive retail experience” that spans 10,000 square feet.
The two-level store will offer apparel, collectibles and other items from some of Netflix’s most popular titles, including Stranger Things, Bridgerton and Squid Game.
The upper level will open in early December and will be used to promote the streaming sevice’s holiday programming. The store will be open until Jan. 6, 2023.
Netflix also promises “colorful, photo-ready vignettes” featuring life-size versions of notable Netflix characters, including Vecna from Stranger Things, Young-Hee doll from Squid Game, Queen Charlotte’s throne and more.
The L.A. pop-up is the latest example of Netflix’s embracing of physical retail. Its previous temporary installations include:
- Stranger Things: The Experience;
- Stranger Things: The Store;
- The Queen’s Ball: A Bridgerton Experience;
- Money Heist: The Experience; and
- Viva Las Vengeance: Army of the Dead
Stranger Things pop-up stores made their debut in New York City and Los Angeles in 2021. In May 2022, two more opened in Chicago and Dallas just as the fourth season of the hit show was set to premiere.
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