Netflix is planning to open permanent physical locations to promote its shows and movies

Netflix is making some long-term plans that will reinvent its content marketing strategy. The streaming giant plans to build permanent IRL destinations that will feature attractions inspired by its original programming.

The first of these locations is slated to open in 2025. Netflix VP of Consumer Products Josh Simon said that the spaces will be dubbed Netflix House and will feature a mix of shops, eateries, and experiential installations. Simon didn’t specify the cities that will host the initial Netflix Houses, but he said that the first two locations will be in the United States. The concept could expand overseas after that.

Simon indicated that Netflix is still finalizing the details of its upcoming Houses. “We’ve seen how much fans love to immerse themselves in the world of our movies and TV shows, and we’ve been thinking a lot about how we take that to the next level,” he told Bloomberg.

Netflix has already experimented with physical pop-up spaces. A year ago, it opened a temporary exhibition in Los Angeles, where it offered themed merch ahead of the holiday season. This past June, the streamer returned to L.A. to host Netflix Bites

, an activation that offered foodstuffs inspired by its culinary programming.

Though details about Netflix House are still spare, the concept seems to fall somewhere in between those two pop-ups. The permanent IRL locations will expand Netflix’s merch operation, provide promotional opportunities for its major tentpoles, and serve up a variety of themed dishes. There will be typical American fare like burgers and fries as well as some high-end dining options. There’s no word yet on whether guests will encounter a Squid Game obstacle course as one of the flagship attractions.

Netflix is not the only platform exploring the potential of real-life engagement. TikTok recently made a splash with a storefront in Central London, while YouTube’s out-of-home efforts have included a pop-up art museum in Mexico City.

News of the Netflix House arrives during a tough period for the streamer. Netflix’s stock recently dipped after analysts forecasted a tough period ahead for the company.