TikTok isn’t the only major platform ramping up its commercial efforts ahead of the U.S. holiday season. Netflix has opened a pop-up shop at The Grove, a major retail complex in Los Angeles.
At Netflix’s new shop, visitors can peruse and purchase costumes from some of the streamer’s biggest hits, including Stranger Things, Squid Game, and Bridgerton. If you’re looking to dress up as Kate Sharma for Halloween, or if you’re hoping to rock Squid Game’s “Playstation-controller masks” one year too late, the pop-up is the place to go. And if you don’t want to spend money on Netflix-inspired merch, you’re free to gawk at the retail venue’s life-size Vecna statue instead.
According to Variety, the pop-up opens on October 13 and will be active until January 6. As Thanksgiving, Black Friday, and the December holidays approach, Netflix will use its IRL space to promote some of its new and returning shows. Guillermo del Toro’s Pinocchio, the stylish comedy Emily in Paris, and several impending Christmas movies will all get their own experiences within the 10,000-square-foot locale.
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Netflix has launched retail experiences dedicated to individual shows, but this will be the first time the streamer sells merch from multiple originals at the same pop-up. Apparel inspired by Netflix hits is also available at an online store, which opened last year.
The pop-up is “the most organic next step to continue our growth and bring Netflix’s most beloved shows together in a completely new way,” Netflix Head of Live Experiences Greg Lombardo told Variety. “Celebrating our fans and giving them the opportunity to put themselves in the world of the stories they love is at the heart of what we do,” Lombardo added, “and we’re thrilled to bring this experience to life at The Grove.”
The physical location could also play a key role as Netflix looks to introduce an ad-supported tier as soon as November 1. For that ambitious strategy to pan out, Netflix will want to drive new subscriptions as quickly as possible. By bringing more attention to prominent tentpoles that will roll out in November and December, Netflix is promoting shows that can convince subscribers to try out the reduced-price tier. And if all those subscribers are decked out in Hellfire Club shirts, the streamer will be even happier.
